You Gotta Be You. But…
Think people don’t read something in to everything about the way you look and present yourself? Think again:
Those seeking clues as to what’s going on inside Procter & Gamble during these challenging economic times might do well to take a look at the firm’s just-released 2010 annual report to shareholders.
Right up front is a photo of Bob McDonald presiding over his first annual report as chairman and CEO of the Cincinnati-based consumer goods giant. It’s shot in profile, with McDonald wearing a conservative, dark, pin-striped suit, and looking off-camera.
That’s a big shift from the photos in recent years of A.G. Lafley, who had been chairman and CEO for eight years before his retirement in February. Lafley favored open-collared shirts and hadn’t appeared in a suit and tie since 2003.
The change in style is obvious. And glossy annual reports tend to be tightly controlled to convey precisely the messages and images that corporations want their shareholders, employees, and customers to receive. Few companies, if any, are more protective of their reputations than P&G.
P&G spokesman Paul Fox said people shouldn’t read anything into McDonald’s change of dress for the annual report photo.
“Tie or not, our purpose to touch and improve the lives of more consumers more completely in more parts of the world remains unchanged,” Fox said in an email.
Still, corporate annual reports are key tools for making strategic impressions, said LisaMarie Luccioni, a professor of communications at the University of Cincinnati and certified image professional. Whatever message McDonald’s photo conveys, it’s safe to assume it was meant to convey something, she said.
“I do think it is deliberate. When you’re talking about an annual report, you’re talking about the prime piece of nonverbal literature that represents not only the company but its vision, its leadership,” Luccioni said. “I am convinced that every picture, every word was very much scrutinized in an impression-management way.”
Of course, that excerpt is a rather extreme example–P&G is a huge company with loads of cash riding on perception–but it should give you pause when you consider your presentation to clients, partners, employees–heck everybody.
This isn’t about changing who you are. Certainly, you gotta be you (See: Writing, Redhead or Kramer, Shelly or Godin, Seth ). This is about putting your best foot forward, and thinking of how you will be perceived and what effect that perception will have on your bottom line.
Be reasonable. If you make your living as a banker, you better look like a banker. Doesn’t mean you can’t have style or be a tad irreverent at times–just remember nobody (especially these days) wants anyone being irreverent about their money. You’re a cook with long hair? Wear a hairnet–please. Sell real estate? Show clients around in a clean car.
I don’t shave everyday. It’s a thing with me–I hate shaving and my wife says a little stubble is attractive (honest!). However, I can assure you if I’m pitching to a conservative prospective client, I shave and will likely wear a suit. Maybe someday when I’m making huge coin that will be different; but for now, I shave. (It almost goes without saying; but if I am acting as a spokesperson for a client, of course I shave and look my best.)
Just as you shouldn’t show up to casual day at the office in sweat pants and a tube top (guys and gals), don’t run afoul of your business norms if it’s going to scare away the customers. Be yourself–but be smart about it. The default position is to present your best, most polished self.
