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January 27, 2006
Confessions of Abuse: My name is…
Earlier this week, I spent an hour presenting findings from an employee and customer brand research engagement – and our recommendations for core values, vision and a brand promise – to about 50 officers of a fast-growing community bank here in California.
While the content, and our recommendations were sound, I couldn’t help feeling like I could have done a better job presenting the information. I walked away thinking “This year I will definitely make time for Toastmasters...”
Then I received an email that woke me up, and put a bright light on the dark heart of my problem. I was sent an excerpt from “Death by PowerPoint,” a blog by Jesper Johansson.
My name is Michael Hinshaw, and I’m a PowerPoint abuser. This was both enlightening and sobering. Being a professional communicator with over 20 years of experience, of course I didn’t commit all “10 Signs of PowerPoint Abuse.” But even the three I did commit were enough to suck the life out of what should have been an inspiring, thought-provoking presentation. Ironic, actually, that a presentation on brand – which is all about clarity of focus and communication – should suffer as this one did.
Though the President and CEO of the bank kindly emailed me with this note: “Michael, believe it or not, even at the third sitting, I still was able to get something new from your presentation. The thing I am most interested in now is for the rest of my team to have as much excitement about what we are doing as I am.” I still felt I’d let him down.
When I consider the basic principles of communication that I drive home to clients, students and employees (Focus. One Key Thought. Clarity. etc.), I want to hang my head in shame.
There is good news, though. Now that I see the error of my ways, I’m newly committed to “walk my talk” in every aspect of our business. After all, if I don’t feel inspired myself, how am I supposed to help inspire the hundreds of employees who will be responsible for delivering on this brand to thousands of customers?
This illustrates a critical foundation for any brand. No matter how believable, relevant and defensible the brand platform may be, without inspired delivery at every single stage, it will ring false. It’s been three days… and I know I’ll stay clean from here on out. There’s simply too much riding on the outcome…
Posted by MCorp. at 27.01.2006 09:57 | Permalink