The Sinatra Test

I am reading the book "Made to Stick" which is an awesome guide to presenting your ideas in a way that they make an impression forever. I came across the term Sinatra Test, and it fascinated me. I went ahead and read more about it.

Frank Sinatra coined this term which states, "If you can make it there, you can make it anywhere." The author has written it in the context of starting a new life in New York and self-affirming that if you can make it in New York, you can make it anywhere. But the message behind the Sinatra Test is profound. It means, that if you have done this, you can do anything. If you have worked for the biggest client in your industry, you can work for any other client. If you have beaten the best in the race, you can beat anyone, if you have survived a terminal illness, you can survive other small-time health issues.

So, Sinatra Test is about identifying what is that thing that differentiates you or your business from others? What is the best you have done to accomplish the difficult?

• As a content writer, I often ask my clients, What is our USP?
• Being a part of a business network, I am often asked, 'Is your elevator speech ready?"
• As a management graduate, these things made me ponder. What is it that differentiates my work from others?

I remembered this dialogue between the two brothers Shashi Kapoor and Amitabh Bachchan from Deewar movie. Bollywood seemed to have understood Sinatra Test, and used it with the overconfident character of Shashi Kapoor, who's dialogue remains iconic almost after half a century of the movie's release.

"Mera pass Maa hai, tumhare pass kya hai?" (My mother is with me, what do you have with you?)

Mother the epitome of love is the biggest security, love, ally, and asset one can have, and there is nothing beyond that is comparable to a mother. And this dialogue puts Amitabh Bachchan to rest, who earlier claimed of having all the riches. He is quiet because their mother is not on his side and with him. That is Bollywood's way!

?When I thought about my business and what is the uniqueness it presents, and what is the best I have done so far that my clients are convinced of my credibility, I could list down-

1. I have fulfilled the long-term goal of many aspiring authors by writing books for them
2. I have been able to define identities for Businesses.
3. I have made people and businesses aware of the importance of writing right

Last week, I was watching a business presentation, and the elderly presenter having 25 plus years of business experience dealing with some Indian and International brands of office chairs made his Sinatra statement – "Our first client continues to be our client even now, and this is our level of commitment and service and with this authority, I ask you to trust in my company, because we will never fail you."

Only now when I know the Sinatra Test, I am able to put the statement in the right sales perspective. It is about having delivered the toughest already, what lies ahead is a cakewalk.

Last night, I spoke to a buddy who is a youngster having had a break-up from a stable relationship a year back. She is having bad dating experiences lately with different guys and dealing with their low level of maturity and commitment. She has seen the very difficult patch of her life so far and stated to me, "I have decided, I will not make it easy for anyone now, love or friendship. I have taken enough. They will have to pass my test, as I cannot be misunderstood anymore."

I told her about Sinatra Test, and comforted her saying, "Now that you have dealt with the worst in your life, you will be able to deal with the better easily." She seemed convinced and I too thought it made sense. We are toughened and conditioned by people, relationships, expectations, and rejections that we fail to be the people we are inherently and portray otherwise. But in the process, we evolve, and we can deal with anything.

From the business perspective, think about what sets your products / services apart from others.

Have you yet undergone your Sinatra Test?

Think about parameters like security, adaptability, challenges, winning, trustworthiness, forgiving, empathy, endurance, passion, innovativeness and all the possible adjectives that would define your business and your people. And remember, next time you want to present your business, make use of the most unlikely way of presenting your business facts to your clients – The Sinatra way.