The third in my series of blogs inspired by recent books on communication-related issues takes Authenticity: What Consumers Really Want, by James H, Gilmore and B. Joseph Pine II, as its starting point. How important is authenticity? The authors basically say that it's everything where companies and their customers are concerned, and I agree, for the most part. I would add that it's essential in personal communications as well, whether you're giving a speech or conducting a meeting or just chatting with your co-workers.
As I've just finished writing in my new book on the subject, tentatively entitled Trust Me: The Art of Authentic Communication, we're so fed up with hype that we value authenticity over almost everything else. Be real with us, if you're pitching a product, leading a company, or telling us about the next greatest thing, we say. Don't spin me. I get that all the time, and I'm used to tuning it all out.
In fact, we're experts as consumers at disregarding ads and marketing. We have to be; we're hit with ungodly amounts of it from the moment we wake up until the time we collapse, overstimulated and exhausted, into bed at night. Of course some of it sticks; how could we help but get saturated with the stuff? But less than you might think.
What we remember is the heartfelt, the real, the unusual, and the outrageous. Marketers are much better at the latter two than the former, but they should learn. The heartfelt and the real not only stick with us, they nourish our souls, and that's what we really need today.
Nick,
You are absolutely right: being authentic is very important during interpersonal communication.
There are several ways to do this:
1: While executive presence is a huge part of being taken seriously in the business world, I would like to flip the point on its head: looking extremely professional and deferring to those higher up during presentations can actually backfire. For instance,if you defer too much to executives, you are projecting that you are not on an equal business stature. Respect the position professionally but relate to the human informally. By speaking to them more informally, you project that you are equal. They will read that as confidence.
It is also important to have a unique point of view; there is a common phrase at the Xerox Palo Alto Research Center: “Point of view is worth 80 IQ points.”
I feel that being somewhat informal (but still professional) during presentations and in most business situations is more authentic and engaging to audiences than the stiff formality and rigid “professionalism” that people tend to slip into when presenting about their technology solutions.
Finally, a great sense of humor is important in business; if humor is a strong element of any interaction style, then it will serve you well. It is important to always find opportunities to insert it into your interactions with audiences / customers.
Thanks for the post
Nick,
You are absolutely right: being authentic is very important during interpersonal communication.
There are several ways to do this:
1: While executive presence is a huge part of being taken seriously in the business world, I would like to flip the point on its head: looking extremely professional and deferring to those higher up during presentations can actually backfire. For instance,if you defer too much to executives, you are projecting that you are not on an equal business stature. Respect the position professionally but relate to the human informally. By speaking to them more informally, you project that you are equal. They will read that as confidence.
It is also important to have a unique point of view; there is a common phrase at the Xerox Palo Alto Research Center: “Point of view is worth 80 IQ points.”
I feel that being somewhat informal (but still professional) during presentations and in most business situations is more authentic and engaging to audiences than the stiff formality and rigid “professionalism” that people tend to slip into when presenting about their technology solutions.
Finally, a great sense of humor is important in business; if humor is a strong element of any interaction style, then it will serve you well. It is important to always find opportunities to insert it into your interactions with audiences / customers.
Thanks for the post