There is a multitude of frequently asked questions (FAQs) by the media, policymakers, employees and investors about globalization, its impact and how companies plan to respond. Unfortunately, the answers provided by business executives, as well as those in corporate communications departments, often result in more, sometimes hostile questions. Why? Those communicating the answers often do not put them in the appropriate context and/or do not have a sound understanding of today’s global issues. As a result, the answers usually create new objections, are muddled, complex, confusing and sometimes appear to be purposefully evasive. This quickly creates an atmosphere of distrust. The result: negative publicity that in some cases has destroyed businesses.

In order to effectively respond to sensitive issues that could impact the interests of a company or organization, it is essential to have an adequate understanding of the subject, its leverage points, emotional hot buttons, likely objections and the talking points required to successfully overcome those objections.

In determining how to address various issues, proceed with a process this author describes as riding the “logic train.” In discussing the dimensions of a particular topic, a flow of logic may drive the train in a particular direction. After more debate, an important point or obstacle may turn the train in another direction. And after even more deliberation, the train may turn on a totally different track. The benefits of this analysis are tremendous. In addition to considering a variety of perspectives, the experience of riding the logic train reveals a multitude of issues not initially considered relevant. In the end, by looking at a topic from 360 degrees, you will be prepared to confidently and persuasively discuss the most controversial issues. This may be tantamount to playing chess—with a focus on the next four moves.

What follows are frequently asked questions involving sensitive international business issues and their coinciding compelling talking points. But to achieve greater depth and perhaps more appropriate responses—which requires an understanding of situational details—riding the logic train and applying strategies outlined in Part II are highly recommended.

This section appeared in the introduction of Part III: Frequently Asked Questions and Talking Points of the book Grasping Globalization: Its Impact and Your Corporate Response, 2005.
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John Manzella
About The Author John Manzella [Full Bio]
John Manzella, founder of the Manzella Report, is a world-recognized speaker, author of several books, and an international columnist on global business, trade policy, labor, and the latest economic trends. His valuable insight, analysis and strategic direction have been vital to many of the world's largest corporations, associations and universities preparing for the business, economic and political challenges ahead.




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