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The project was a nine-month sojourn around some very nice parts of the world. It was a Marketing positioning research project to find the ideal indication for a new skin cancer drug. Although skin cancer is far from nice, the project had, until last Friday, been very good for me because I had to interview world leaders in the field to determine the best market for my clients' new drug. Luckily for me, the world experts on skin cancer reside in nice sunny countries and so, dear reader, I have been merrily trotting around Florida, Sydney, and (for reasons unclear even to me) Coventry!
Still, all was well, the physicians had been very generous with their time and had all agreed on one irrevocable conclusion (a feat in itself since, usually, if you have three surgeons in a room that is enough for five opinions), there was a very clear space for my client's product, No, there was a screaming need for my client's product - Good Times!
It came down to testing which of two possible types of Skin Cancer the product should be marketed for and the results were, as I say, overwhelming. Indication A got 9 votes, Indication B got Minus 8 votes (they actually thought it would cause harm).
So, full of the calm bravado that the soon to be doomed often display, I presented my findings to the client. At the end, I sat down, awaiting the certain applause and ready to bask in the shower of adulation they were sure to heap upon me.
"We kinda (they weren't American but seemed to want to talk like they were) hoped it would be indication B" the CEO said. "Well I'm afraid it isn't" said I "but the great news is they would all use it yesterday if it were available for indication A", I grinned my best Tony Curtis grin in triumph. "Well, we REALLY need it to be indication B" was the sad reply.
We see-sawed with this for about fifteen minutes when (exasperated now, Tony Curtis grins a dim distant memory), I raised my voice "Look, it is what it is, it's good news why can't you be happy with that"?, at which point, things went VERY Pear-shaped. The CEO it was who finally triggered the moment I went critical and waved 'Goodbye' to my career - triggering my 'Jack Nicholson in 'A Few Good Men' moment' when he said (after only 25 minutes of this nonsense) "Look Tom, don't get mad, WE ONLY WANT THE TRUTH". I know, I guess you are ahead of me, I should have paused, done some dep breathing and relaxation exercises, my therapist would probably tell me to think of Mountain streams or fluffy kittens or something - instead I heard the veritable Mr. Nicholson's voice booming from my mouth "THE TRUTH?...YOU CAN'T HANDLE THE TRUTH". The meeting ended shortly after.
And THAT is how you get from Tony Curtis to Jack Nicholson in only two moves.
The Senior Partner wants to see me in the morning - I wonder what it's about?
Tom
