Principle 1: Goals
Simon is the marketing
director for a seed company in East Africa. His company sells crop seed
to both the commercial and small farm sectors in Kenya, Uganda, and Tanzania.
Simon has two, potentially competing, goals. His first goal is to sell
as much seed as he can for the company. He is good at what he does and
he wants to keep his sales record up. His other goal is to keep the shopkeepers
that buy seed from him happy. He knows that the shopkeepers don't want
to buy too much and end up with seed they can't get rid of at the end
of the season. Seed goes bad if it not used the year it is produced and
farmers know this. So they have to sell whatever they buy that year. For
the shopkeeper, it is better to err on the conservative and end up with
no seed than to order too much. Simon knows that if he pushes too much
seed they will be mad at him for talking them into unnecessary stocks.