Retool the Global Magazine

A new communication director inherited an existing global publication and needed some employee input to see how effectively it was meeting the company’s objectives. Focus groups we conducted in the U.S, Europe and Asia showed some surprising similarities in what was working well and what wasn’t, although sometimes for different reasons. Interestingly, some of the techniques executives thought to be most effective in showing the company to be a great place to work were, in fact, making employees feel patronized and alienated.