iPhone

K.I.S. for CFO Branding

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When most of us think about Albert Einstein, we think about a man who was so incredibly intelligent that the average person could not hold a conversation with him, right? Well, apparently that’s not the case. He actually embraced the “KIS” philosophy – Keep It Simple. "If you can't explain it simply, you don't understand it.”

Nick Tubach blogged about this philosophy as it relates to recruiting, but I think it is particularly important for a Chief Financial Officer’s personal / professional marketing message. "If you can't explain it simply, you don't understand it.”

It’s easy to get lost in the details, particularly the “experience” details. After all, we own, with some amount of pride, everything that we’ve done. But there are a few important things to remember when crafting your executive resume and communication message.

— 3 is the new 30. The Internet has taken a 30-second TV ad and slashed that message to 3 seconds. Can you deliver your marketable value proposition (MVP) in 20 words or less?

— The Blackberry, iPhone, and Twitter have forever changed how we deliver and receive messages. The most high-value piece of resume real estate is the top half of the first page. Can yours stand alone? Is it powerful enough to motivate your target audience or a recruiter to take action?

— Clarity and brevity are king. If you don’t know your MVP, you can’t communicate it. And if you can’t articulate it briefly and powerfully, you can’t sell it. And if you don’t know who needs what you bring to the table, no transaction will take place. 

K.I.S. … it’s a powerful weapon in the world of finance executive branding and marketing. 

20 is the New 2

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During a coaching call this morning, my CFO client was bemoaning the fact that it is becoming increasingly difficult for him to deliver his message. He said he targets 2 minutes as the time to deliver his responses to interview questions, but finds himself getting cut off after completing one sentence.

20 has become the new 2. 

20 words vs. 2 minutes. Welcome to the new world of messaging courtesy of Twitter, texting, Blackberry, and iPhone. 

I can hear you now. I can also see your eyes rolling. It was evident in my client’s response, too. How can you possibly deliver your message in 20 words? 

Realistically, you can’t afford not to. If your responses are getting cut off, your message isn’t resonating. Conversely, if you deliver a crystal-clear 20-word hook that invites a follow-up question … SCORE!

20 is the new 2. You have to know the new rules if you expect to compete and win!

Non-Social Social … the New Norm?

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My son-in-law and I were spending some time bonding on Saturday, interacting together while simultaneously checking our crackberries. Our society is quickly moving towards being non-socially social. Have you noticed how many people walk around with a beetle attached to their ear talking into thin air, but not to the person(s) walking with them? 


I love my blackberry and there is no question that it feeds my addiction to immediate gratification and information, but for the job seeker (executive or otherwise) … blackberries and iPhones can be the kiss of death.


The lure of casual …


Like texting, emails and messenger discussions sent thru a phone can lull you into the false belief that because it is a “phone” message, it can be casual with little or no regard to professionalism, courtesy, or spelling and grammar. Don’t get caught in the “casual” trap. The job search process is still very much a formal process for executives.


If you believe you are THAT important …


that you can’t turn off your phone during an interview, you might be living in a fantasy world. There is a time and a place for checking your messages; however prior to, during, and immediately following an interview are NOT the times nor the places. If you want to beat out the competition, there are much better uses of your time during these critical moments. The time to turn off your phone is before you leave your house or office to head to an interview; and keep it in the car, with the off button properly engaged, until after you’ve decompressed from the interview.


There’s an OFF button for a reason …


So it can be used. Not vibrate, not quiet … OFF! And, as noted above, preferably left in your car. Getting distracted mid-sentence by an incoming call or message reflects poorly on your professionalism. If your focus isn’t on winning the interview in anticipation of scoring a job offer, how will you focus on getting your job done once you’re hired?


This message is from … who?


“Sent from my blackberry” does not constitute a proper signature line. Even on your phone, it’s important to include your full name, contact information, and personal branding statement.


And please, don’t forget to remove the beetle from your ear!