Form letter, revised

[From Dag Forssell (930428 12.15 PST)]

Rick Marken (930427.2100) Bruce Nevin (Wed 930428 08:38:48)

Thanks to Rick for encouragement and suggestions by phone. Thanks Bruce
for pointing to an item I had overlooked.

Here is a revised cover letter for the video. This time without spurious
hard returns from mail merge codes (sorry, never again).

Further nitpicks are appreciated.


Richard Marken, Researcher April 28, 1993
Control Systems Group
10459 Holman Avenue
Los Angeles, CA 90024

Dear Mr. Marken:

How would you like to cut cleanly through the Gordian knot of management
issues: mission statements, goal setting, management practices, conflict
resolution, TQM, MBO, team spirit development, development of trust,
productivity and individual satisfaction?

What if you could show all your managers clearly, quickly and simply what
is common to all successful approaches to management? What if they could
understand what they are already doing right and what they could improve?
Could they work even better together than they do now? Could your company
be even more effective?

A sword is available for such a simple cut. It is called Perceptual
Control Theory (PCT).

PCT lays the foundation for a new "hard" science of management,
explaining in detail how people think, feel and function. It fosters a
deep understanding, respect and an open mind. It answers the essential
management question: "What can a leader do to increase involvement and
align the goals of individuals with the goals of the company?"

PCT is different from today's management theories in a way that is
similar to the way Copernicus' sun-centered model of the universe was
different from the earth-centered model. Perceptual Control Theory offers
a different explanation of familiar behavioral phenomena and suggests new
approaches to prediction and control of behavior.

Enclosed is a video tape with an introduction for your personal review.
The video is intended to introduce and demonstrate the basic concept of
the theory and some implications. It is not intended as a complete class.
Supportive detail is not shown. To understand the theory in a useful and
convincing way, a person needs more explanation, discussion and

Richard Marken April 28, 1993 Page 2

We teach the theory in a few days. You will see that the applications
work within a few weeks. The enclosed booklets provide supplemental
information, including the full agenda for our three-day in-house
training program.

If, in your opinion, the concepts we introduce are relevant and would be
useful to the Control Systems Group, we will be pleased to schedule a
pilot presentation of the seminar, starting with yourself and your top
management group.

You can:

A) Call us and schedule the seminar.

B) Share this information with key associates, then schedule the seminar.

C) Invite us for an introductory two to three hour, live presentation to
   your management group (with emphasis on an extended demonstration).
   They can participate and ask any questions. When you realize the value
   to your organization, schedule the seminar.

This is a training program with an emphasis on a new theory. Depending
on individual concerns of participants, their backgrounds and habits of
thought, they will perceive the program differently. We cannot know what
the numbers are, or who the individuals will be, but suppose you had us
teach the full program to 100 managers. Something like this might happen:
70 would listen politely, accept the values, pay attention to the
applications and learn a very practical approach to dealing with people.
30 would listen carefully for the theory, learn it, gain a totally new
perspective on self and others and get orders of magnitude more from the
program. Of these 30, 10 put the theory into action and move mountains
in your organization, just like our friend Jim Soldani did by applying
the theory in a manufacturing group (see video: results).

We look forward to your evaluation.

Sincerely, Dag Forssell Christine Forssell