InnoVision Defines Award-Winning Advertising with Content Marketing Award at 2023 Sandie Awards

One of the most misunderstood words in business is buy-in. Leaders talk about it constantly. They want buy-in for a new initiative, buy-in for a new process, buy-in for a new culture, or buy-in for a new strategic direction. Yet buy-in itself isn’t something that can be mandated, negotiated, or demanded. You can’t issue a memo requiring people to believe. You can’t schedule belief on a calendar or make it part of a job description. Real buy-in has never worked that way. It isn’t something people are told to have. It’s something they choose to give.