Rising Entertainment

• Analysis

1. Josh’s Perspective

Being a recent graduate of University of Southern California, Josh had visions of making films that offered strong social commentary and distributing them on open platforms so that his message could reach greatest number of people. Although Josh is among the young executives in staff, he strongly feels that his ideas should be heard and implemented. He does not agree with the marketing plans of his boss Sarah. As Sarah had cut off the discussion abruptly when he was expressing his ideas to her, he strongly feels that his ideas are not cared to be heard/understood and discussed by Sarah. Hence, Josh decides to put his ideas directly to CEO Sam Smithstone. Sam appreciated his fresh ideas in principle and asked him to come up with point by point comparisons of his marketing ideas with the ones which are being followed in “Rising Entertainment”.

1. Sarah’s Perspective

With 10 years experience at “Rising Entertainment”, Sarah worked her way up from an entry-level copywriter, to market associate, to the head of the 22 person film marketing unit. She understood her role in the hierarchy: to manage the people and the details. The 37 year old marketing chief still saw herself as a budding creative than an established suit. Sarah had lot of expectations from latest Fire Force five release. She was expecting a big opening weekend so that she can get a position she was really interested in: EVP in either international business development or family films. Although Josh had done half job in the report he sent, Sarah taking her HR training seriously sent an appreciation message to Josh. Sarah sent the appreciation message with the thought that Josh was far more concerned with getting praise than with earning praise.

Sarah didn’t feel that Josh’s ideas were bad, she felt that they weren’t very well informed; he hadn’t bothered to think about things like money, infrastructure and talent. Following HR’s directives, she decided that she’d take time to explain to Josh exactly how his analysis had been received, how it fit into the overall presentation, and how she’d structured the pitch-after the meeting with CEO. After knowing that Josh has bypassed her, she wanted to immediately clarify with Josh regarding this issue.

• Recommendations

1. Recommendations for Josh/ Gen Y employees

As Josh is young in staff, he needs to learn followership communication which will make his boss Sarah feel respect from his side. As Sarah is 10 years senior to Josh, she deserves sufficient respect from Josh’s side. Josh also needs to understand that as he has recently joined the company, it’s not necessary that his suggestions will be implemented as he lacks experience. He may have lot of fresh ideas but they may lack maturity, and seniors may not accept them. On other hand, it is justified on Josh’s part to expect from Sarah that his ideas be heard and should be given feedback about them.

While communicating Sarah about his ideas, Josh should treat her with respect and be polite. Josh should use formula for persuasion which consists of AIDAS-namely attention, interest, desire, action and satisfaction. Josh should project the attractive aspects of his ideas first (attention) and then speak about how his idea will help organisation’s goals (interest). He can speak about how it will fulfil Sarah’s interest, he can highlight the short term benefits and long term benefits (Desire) as an outcome of implementation of these ideas. He should clearly layoff the action plan to implement those ideas (Action).He may also request Sarah to try his ideas on a sample basis to check its credibility (Satisfaction).This will give Sarah the feeling that Josh has not come to get his ideas implemented but to try it out in the purview of organisational benefit.