• by Wayne Friedman , Staff Writer, December 8, 2010

Getting senior executives to think differently about email can be a difficult task. But the goal is not to bite off too much.

In speaking at the Email Insider Summit, David Bronson, lead engineer of Turner Broadcasting, says one key is to "starting thinking interactively in the work place." Bronson says you can do that by "taking the temperature on change" in one's workplace.

"What can you do to turn them around?" he asks. "How can you motivate that person? Let's make it interactive."

Identifying those in a company that can offer up initial small degrees of change. "Where is your influence the strongest?" says Bronson. "If I have to go to vp or svp [executive] level, that's a hard place to start. If I can start closer to home, there's is less that is unfamiliar."