"In a penetrating analysis of poor decision making during the
May 1996 Mt. Everest expeditions that left eight climbers
dead, business-school professor D. Christopher Kayes
mentioned that in their marketing, two of the professional
guides who died had proudly pooh-poohed the risks.
Should this have been a red flag to clients who spent a
fortune depending on those guides to help them reach the
summit and return safely? Yes.
Rob Hall falsely bragged about a "100 percent success rate"
and Scott Fischer boasted, "We've got the Big E all figured
out." Both implied that reaching the summit was a sure
thing. Kayes makes a strong case that the pressure to
deliver on their promises impaired their ability to manage
when bad weather, poor planning and lack of cooperation
kicked in. The leaders' bravado contributed to the deaths.
You should similarly cast a cold eye on marketing that
swaggers, as in "Anyone can," "It's easy as 1-2-3" or
"Success guaranteed." Remember that those who exaggerate
about one thing are apt to lie about other things and often
refuse responsibility for their shortcomings."
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