In conjunction with their new book, “Getting It Right the First Time: How Innovative Companies Anticipate Demand”, Internet Research Group principals Peter Christy and John Katsaros offer a one-page analyst perspective on do’s and don’ts for high tech vendors intent on briefing industry analysts. I suggest that analyst relations managers read the book and consider giving their spokespeople each a copy of the book, along with a print-out of the Do’s & Don’ts page. Here’s why.
1. For spokespeople: The Do’s and Don’ts are a minimalist list, and this is a good thing. If all else fails, don’t fail on the points explained by Christy and Katsaros. If your spokespeople have the attention span of a gnat or the ego of a shark, then these are the prep points to cover, cover, cover. Meanwhile, the book may help them rediscover the importance of accurate, well-informed forecasting.
2. For analyst relations professionals: The book can revitalize analyst relations managers, providing a launch pad for redefining the way that analyst relations and industry research contribute to high tech companies. Analyst relations managers are in a unique position to contribute to their organization’s success. The first challenge is envisioning such a role. This book can help:
In ‘Getting It Right the First Time’, we show that the most successful businesses will be those that accurately predict market conditions–especially the market changes that will occur within the crucial 18-to-36-month innovation window. Or, to paraphrase the advice hockey superstar Wayne Gretzky received from his father: ‘Skate to where the puck is going to be, not to where it is.’ — Katsaros and Christy