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Why the Disconnect?

The general managers around the WLP professional are constantly under pressure to improve processes, costs, and revenues. After all, inflation alone can turn their net profits into net losses very, very quickly. Because WLP expenses are usually much easier to cut back on than, say, long-term equipment or real estate leases, WLP professionals need to take the perception of their value very seriously. WLP professionals must work to maintain a much higher proportion of their value in the conscious/negotiable and surprise states to offset the tendency to cut or change critical programs, as shown on the right-hand side of figure 8-2.

Without a continuous value management approach WLP professionals will find that their audiences have less and less time, money, and patience for what their audiences perceive as less and less valuable. This is especially true when that audience has come to depend upon a certain pace of new financial value from the WLP function.




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