Identify the decision-maker
Determine who has the final say
An organization s Web site may represent several divisions or offices, each with their own
ideas and goals. Getting them all to agree on what the site should do, contain, and look
like can be extremely difficult.
People in charge of building a Web site shouldn t try and facilitate agreement among a
site s different constituents. Instead, they should deal directly with the person responsible
for the site s success. This Decision-Maker should have the authority to make final
decisions about the site. Getting approval from one person minimizes confusion and
Identify subordinate decision-makers
Sometimes an Art Director, Communications Director or IT Manager must approve
work that relates to their area of expertise. Make sure these people are identified right at
the beginning of the project.
Tip: Avoid committees
For a Web project to be successful it s almost always necessary to have one person with
final approval authority. The cliche a camel is a horse designed by committee exists for
a reason; many professionals in creative fields won t work on projects without a single
decision-maker giving approval.
Ringing the bell
Some years ago, we were invited to compete for the Rayon Manufacturers
Association account. I duly presented myself at their headquarters and was ushered
into a pompous committee room.
Mr. Ogilvy, said the chairman, we are interviewing several agencies. You have
exactly fifteen minutes to plead your case. Then I will ring this bell, and the
representative of the next agency, who is already waiting outside, will follow you.
Before launching into my pitch, I asked How many people must okay the
advertisements? Answer: the twelve members of the committee, representing twelve
Ring the bell!, I said, and walked out.
David Ogilvy, Confessions of an Advertising Man, Athenaeum, New York, 1963
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