How to Influence Executives to Overcome Anxiety

The most important thing before you go in and see an executive is to understand from their perspective what are they looking for? And I think a lot of high tech marketing people forget, this is not about you, this is about them, right? Because they have the budget. So that is the key thing. It's a CIO's major problem operation expense control because the corporate top line is being squeezed or his charter is to use IT as a competitive advantage  and so on. Fundamental people don't like anything new except maybe cars or clothes and so on. You have to address them that way.