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Charlotte was looking for people within the firm who would also realize the significance and value of “brand” for the agency. Beers needed to find like-minded “kindred spirits,” and began soliciting ideas for change from her senior managers in one-on-one interviews in order to probe their views on disciplines, different regions, as well as other staff members. Charlotte Beers clearly wanted a strategic organizational change to the firm. The interviewing process gave her the ability to hand-pick potential political allies to neutralize the resistance to outsiders that was characteristic for the firm...
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