The Smartest Answer of the Week

Beyond a shadow of a doubt, the smartest answer of the week. . .maybe of the year. . .maybe of the entire presidential campaign, came from. . .

Skittles.

More accurately, it came from their parent organization, Wrigley, which was unwittingly forced into the spotlight by Donald Trump Jr's  comparison of refugees to a bowl of Skittles.    From a "being-put-on-the-spot" position, this would stand out as a company's worst nightmare:   due to nothing that they  initiated, suddenly they are placed in a potentially unfavorable position because of the actions of a third party.    Wrigley's response was brilliant. . .

"Skittles are candy; refugees are people. It's an inappropriate analogy. We respectfully refrain from further comment, as that could be misinterpreted as marketing."

Here is what we can learn.    With a succinct, firm statement Wrigley took a stand and quickly extracted itself from potential PR chaos.   Here's what is so right about their response. . .

They firmly re-stated their product market position.   Yes, Skittles is a candy. . .we all know that.  When a third party ties a product into a controversial statement, often the product itself can get all tangled up in public perceptions of that third party statement.  Skittles came out and firmly said - we are a candy company, nothing more.     You can practically hear America's collective sigh of relief.

They went one step further to acknowledge humanity.  Then, they enhanced their statement with  "Refugees are people."   Again, they are re-stating the obvious - but the tone of the simple statement is forceful and positive - and in differentiating people from product - solidly reaffirmed the value of human life.

And. . .we aren't going to talk about this any more and here's why.   Less there be any doubt among the media or public that they could further involve Wrigley in an ongoing chaos. . .Wrigley firmly put their foot down and said why:  " . . .that could be misinterpreted as marketing."   Here again, Wrigley differentiated the value of human life from marketing.

Timing is everything.   This is the icing on the cake.    Wrigley's response was lightning quick.   They were totally on top of their game.

Stating one's position.  Acknowledging humanity.   Stating what to expect/what not to expect in the future.  Timing.  All elements of a successful response and positioning statement.       Let's remember and value that.

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My book "Courageous Questions, Confident Leaders"   is available on Amazon Kindle.