• WCBS Newsradio 880, Tuesday, July 21, 2009 10:39 AM

Ray Hoffman of the Wall Street Journal has been interviewing Bob Seelert, chairman of Saatchi & Saatchi and author of Start with the Answer: And Other Wisdom for Aspiring Leaders, on his "CEO Radio" segments for the past week.

A few days ago, Seelert recalled how he successfully defended the Maxwell House, Cool Whip and Stove Top dressing brands against attacks by Procter & Gamble, Kraft and General Mills, respectively, when he was an executive at General Foods.

Seelert's advice to listeners who are facing competitive sieges of their own? Don't bother calling in a consultant and spending $250,000 for a hundred-page report. Buy his book for $16.47 on Amazon and read the chapter "How To Defend Against a Competitor's" attack. Now that's an old-school hard sell.

Read the whole story at WCBS Newsradio 880 »