Guiding Principles for Influence (1.1)

I was recently tasked with completing a Saville Assessment for the purpose of my professional development. One prominent part of the assessment that stood out was my ability to craft persuasive arguments and achieve influence through persuasion and negotiation rather than relying solely on authority. This concept prompted me to reflect on my success in engaging with executives and various leadership audiences. As a result, I've compiled a set of guiding principles that have consistently served me well.

1. Assess through their shoes first: A lesson from my old man, he encouraged me to follow the same process when meeting someone for the first time: make eye contact, firm handshake, glance at their shoes, meet their gaze again, and address them by their first name. This practice originated during a stroll through Macy's in the 1980s when we passed a shoe shine stand. My father's insight was that while people may invest significantly in their clothing, those truly influential tend to prioritize their footwear. I've embraced this practice, finding that it reveals a lot about a person's self-perception and preferred approach. Personal note: The most compliments I've received have centered around my own personal choice of footwear.
2. I'll most likely kill you in the morning: One of my favorite film quotes hails from "The Princess Bride": "Good night, Westley. Good work. Sleep well. I'll most likely kill you in the morning." This quote echoes a pivotal role I held as the Head of Marketing for a Plumbing and HVAC company in Seattle. My boss consistently challenged me, asking, "What have you done to generate profit this month?" Initially, I presented him with the usual array of marketing analytics and metrics—only to discover his indifference toward conventional measurements."If my investment isn't yielding returns, why am I paying you?" These were his words, not mine.This experience taught me to focus on tangible results. As Lou Capozzi of MS&L once said, "They put a numbers guy in charge of everything! Can you believe that?" Indeed, understanding profit dynamics, margin allocation, and seizing opportunities is the ultimate asset. While orchestrating global events, crafting compelling user experiences (UX), and devising captivating messaging are valuable skills, as marketers, our decisions must always be geared toward enhancing the bottom line. Keeping this principle at the forefront simplifies interactions with diverse audiences.

In my subsequent post, I will elaborate on two more universal principles for effective communication with specific audiences, transcending industry boundaries.