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Business Rule #35:
Understand Your Objective
October 21, 2005
(PAGE 2 of 2)
Now, if for some reason, you find you can’t respect your product, then you had better find something else to sell. You won’t be effective if you don’t genuinely believe in what you’re doing.
One way to be sure to show respect for your product is to plan out your presentation. Unfortunately for Capital Edge, Jennifer Murphy felt she could wing it. She assumed that her enthusiasm would be enough to carry her through. It wasn’t. There are times for sharing your creative troubles, and there are times for presenting your work unflinchingly as possible. It was a mistake for Jen to admit that they had difficulties with scale. Discussing how her team had to “amputate” the legs of one of the children mannequins was a major gaffe. You don’t have to point out your failings; the judges will find them on their own—and if they don’t, all the better for you.
On top of that, you can never wing it effectively, especially on your first presentation for a brand new product. The executives, who may look like they’re making it up and having fun with it for the first time, are usually pros who have done it countless times before. They’re like stage actors in a hit show: they make it look new every time, seven shows a week, and twice on Sundays.
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Now that isn’t to say that you shouldn’t deviate from your presentation plan, as the situation calls for it. What you need is a plan that is flexible enough to adapt as necessary. Take the example of the Excel team. Brian knew what he had to say; he was focused and went in shooting bear. Which is great, but if the client speaks up, that’s the time to shut your trap and listen up. Jon Favreau was trying to compliment Brian, but he just wouldn’t shut up long enough to hear it. Jon had to tell Brian to be quiet. Another embarrassing moment for him.
Brian may have gained points on a good product and a clear presentation, but he lost points when it came to social skills. People skills, including the ability to make the client feel important and valued, are an asset every corporate executive needs.
Having been traded to the Capital Edge team this time, Randal Pinkett had some interesting insights from having had worked on both teams. His advice: “Seek first to understand, then to be understood.” Right on the mark for both teams this week. Since the Excel team had understood more of what Sony Pictures and Jon Faveau were asking of them, they won.
Capital Edge, get the bean out of your ears next week and come back fighting. It’s time for the ladies (and Randal) to start winning again.
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Seek first to understand, then to be understood.
