The Hillary problem
Repurposed from Oren Klaff - Pitch Anything BlogDo people call you “The Most Interesting Man in the World” (like the beer commercial guy?)
No? Me either, probably because I’m a clean-shaven crossfit tech guy who works in finance and drives an Audi R8.
Sometimes though, a kindly old blind woman will say to me, “you look a little-bit like Tom Cruise.” While true, I don’t let these compliments go to my head.
But think about that guy for a moment, the Most Interesting Man.
How did he get so damn “likeable?” And can we copy anything he’s doing to improve the way we present to audiences and hold their attention?
Oh, I believe you are already plenty likeable … in some situations. And there IS a version of you that’s wildly interesting, laugh-out-loud funny, wise and worldly, sexy, human, colorful and completely in-the-moment.
This version of “you” will say wise and admirable things like, “… in my travels I learned that a foolish ruler, and a person mad after riches, desire that which can not be procured.,” or “… you’ve just got to play the hand your dealt.”
Unfortunately, this “you” tends to show up at about 9pm on Friday night when you’re out having a beer.
Only then are you able to look people square in the eye, furrow your brow knowingly, smile and make powerful statements that stop others in mid-sentence and have strangers listening in, for example you might say “Mosquito repellants don’t actually repel anything, they are a chemical agent that hide you by blocking the insects sensors, really they are more of a cloacking device from Star Trek than an actual repellent.”
Boom. It is then you are smart. Worldly. Delightful.
But where is THAT GUY when it’s time to pitch a deal and win a million dollar account?
M.I.A.
Because that’s different, right?
In front of buyers, you’re not among friends. And the stakes are way too high to be messing around.
The Most Interesting Man inside you is gone, along with all his warmth and intellect …
– and in his place is CAPTAIN OBVIOUS.
NOW that you’re in front of the The Big Client, you regurgitate facts, talk in clichés, make generic statements and slowly lull the audience to sleep.
You’re not alone. If I’m not prepared properly, I will give a presentation so relaxing and uninteresting … it sounds like a stop-smoking “hypnosis” tape.
But hey, it’s a catch-22, I mean, how are we going to show our warmth and intellect when we have give the buyer:
- product specifications,
- key features,
- service levels,
- ROI analysis,
- stuff that is inherently boring.
This is why it just makes sense that during any given presentation, we all have a likeability problem.
For example, Hillary Clinton, has been accused repeatedly of having a "likability problem.” While Clinton generally has little problem demonstrating her intellect, skill, and experience, she’s had a considerably harder time conveying being interesting, funny and colorful, the things necessity to win over voters.
She is largely perceived as competent … but not warm.
She is largely perceived as knowledgeable … but not fun.
She is known as compassionate … but not interesting
Let’s call this the “Hillary-problem” and recognize it is common among the rest of us who are executives, entrepreneurs and salespeople. Let’s admit, we can be a little too intense, too focused, too technical.
Is there a way to strike a more perfect balance between warmth and intellect?
Yes.
First, step away from reliance on all those features, facts, numbers, customer logos and percentages.
Next, stop talking about you, your company, your customers, your resume, etc.
Start talking about The Big Idea.
What kind of hard problems there are in the industry today, and why most companies can’t solve them. Talk about what’s changing, and how leading companies are going to adapt. Re-frame the competition as “good, but soft.”
