Anne Austin

Anne Austin Crosses Over: Selling a New Product Idea, and Gaining Access to an Out-of-Reach Job

Anne Austin had trouble making herself heard when she spotted a new product opportunity from her market analyst’s job at a Fortune 500 consumer goods company. But by incredible persistence and deft application of influence skills, she conducted a strong internal campaign to get her product idea accepted, and land the job she wanted. Her story shows the importance of:

  • Paying attention to exchange in every situation, so efforts are focused 
  • Keeping your personal goals, as well as task success, in mind 
  • Taking resistance seriously 
  • Being assertive, never antagonistic 
If you want to go directly to this case, click here...

If you are interested in teaching this case, contact Allan Cohen,, to obtain permission, non-watermarked copies, instructions on shortened versions without the full analysis include, ideas for teaching, and fees.