It had not been easy to change the CEO’s mind about the new, premium muffler the marketing vice president had wanted to market from the very beginning. His logical appeal was based on facts, rationale, sales and marketing objectives, and a marketing platform. Several months later, he was pleased when the CEO attended a meeting and announced that the marketing direction had changed. He stated that he had reviewed all the data and concluded that the patented, unique design was superior would lead the exhaust-system industry in a new technical direction.
Darden Business Publishing – University of Virginia