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Howard Nestler Speech Focuses on Executive Illogics

Howard Nestler, CEO of Executive Options, today gave a speech to marketing professionals focusing attention on the 'illogics' of executives involved in a job search by projecting a hypothetical analogy.

"Assume, for a moment, that a man has just been hired as a marketing director for a corporate brand," Nestler told them. "The first day on the job, he gets a bright idea; one that will change the way his company does business and get him the attention he deserves."

Nestler recounts that, " the executive proposes that the company no longer spend money to market its products. Instead, he advises the CEO, the company should find a sort of broker who could bundle the company's products with similar products from many other companies and who would present the bundle to the consumer who could choose a product from the bundle." The man claimed that, instead of paying marketing fees, all the CEO had to do was keep his fingers crossed and hope the consumer selected their product from the bundle.

Of course, the hypothetical marketing director was relieved of duty on the spot. "It was immediately apparent to the CEO that there was no logic to support the executive's proposal and that the man had no understanding of how to increase the value and demand for a product."

    

But, Nestler points out, that is exactly how ninety percent of executives market themselves when looking for a job. "They need to fire themselves on the spot and engage a marketing director who understands how to increase the value and demand for themselves."

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