Page 40 - midJersey Business - January 2015

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Management

BE A ROCK STAR COMMUNICATOR

Howcandordeterminesperformanceandresults |
IbyL.J.Rittenhouse

nvestors in a hotel meeting room wait Were the executives insulted or inspired Over dinner that night, people from the

to hear presentations from two utility by his candor? audience agree that the CEOs’ remarks
CEOs, a widely followed inancial Finally Scott, the portfolio manager, were predictable and forgettable. They be-

analyst, and a respected portfolio goes to the podium. “When I’m inished,” lieve that Ken connected with the audience,
manager. The CEOs start. Each one he states, “I know I won’t have friends but his remarks were noteworthy for their

shows PowerPoint slides that illus- left in the audience.” Now everyone pays tone and less for their content. Scott, how-
trate his large company’s “bright future.” attention. Scott describes a meeting with ever, connected with everyone. His message

As they speak, people in the audience read his investors, who are angry and upset stuck. His authenticity made a diference.
Blackberries and Wall Street Journals. because the fund is losing money. One This story ofers four lessons for becom-

Up next is Ken, the inancial analyst. investor, “a retiree with hands the size ing an authentic rock star communicator:
1
He begins, “At the end of this presenta- of meat loaves,” shouted out loud, “Why

tion, I may not have many friends left in should I invest in your fund?”
FIND THE RIGHT WORDS: The words chosen
the audience.” At once, Blackberries and Scott pauses and turns to the CEOs. by the speakers made all the difer-

newspapers drop. Ken describes the losses He asks them, “Why do you deserve this ence. Clichés, like “bright future” and

in the CEOs’ companies and questions man’s capital, his savings from a lifetime “create shareholder value,” anaesthetize
their ability to navigate industry change. of hard work?” Startled, the CEOs ofer audiences. In contrast, the word “friends”

The audience is abuzz when he sits down.
canned responses.
chosen by the portfolio manager trans-

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