Are you brave enough to stand naked in front of the world?
Metaphorically speaking, of course… and naked not as an individual, but as a business.
Are you confident enough in the relationship that you have with your customers and passionate enough about what you believe that you are willing to sometimes show your vulnerable, human side?
One of the biggest business lessons of 2008 was delivered two days ago during an ordinary campaign stop for Hillary Clinton, when she finally revealed her authentic self through an emotionally passionate description of "how she does it, day in and day out.”
Many of the news outlets that reported on the moment speculated that this might do harm to her campaign. I’m willing to bet that this breath of fresh air was strong enough to push at least 9 of the 14 undecided women voters in the room over to Hillary’s side. What she said resonated so strongly with the women inside – and outside – that room, it literally propelled the female vote to claim her victory in New Hamphsire.
This is what it takes to connect with female consumers – it’s why Dove is experiencing profit and brand stature that would make your head spin. The future is about honest, authentic language with no BS, and touches the very heart of where a woman lives... inside.
Do you have the guts to be real?
P.S. Please don't make the mistake of thinking I'm promoting Hillary Clinton for president. I am one of those "undecided female voters" and haven't made a choice yet for either party. But editorially speaking, it sure would be nice to have more of these authentic moments from all the candidates...
Hi Michele. Just found you and I'm about to take a look around your blog, but I just had to pause to give you a big Hear! Hear! for the comment you made on Hilary.
As a Brit, for the moment, in the Centre of Europe, I can't say I really understand how your politics work and as soon as I think I "get it" something comes along, out of left wing to make sure I know that I don't really.
I watched excerpts from the Hilary interview on TV and just KNEW that it would boost her vote. The reason, as you say, is because it was a moment of (apparent) honesty that connected. I'm sitting here glowing with self-satisfaction that I was right!
In my Brand Discovery Programme workshops we are always seeking to identify the "Brand Promise" that is genuine as well as realistic. I often comment that your lies will eventually always be found out and then you are in the game of buying back the customers who you have disappointed - an expensive game! On the other hand dissarming honesty like this, though risky, is a major investment in any brand community. Its a pity a few organisations don't get it like Hilary does!
I still don't get US politics though!
Posted by: Phil Darby | January 09, 2008 at 12:39 PM
good
Posted by: tender agent | January 10, 2008 at 01:17 AM
I don't buy it. She is able to do it day in and out because she has help. She has a team. I would have preferred having her recognize the people who help her, every day. That's how the presidency works...
Posted by: Yvonne DiVita | January 10, 2008 at 12:01 PM