“Why does this matter to me?”
Remember that time you had a meal with someone, and they spent the entire time talking about themselves? What about when you heard that Olympic gold medalist speak for an hour all about their wonderful achievements? You didn’t think it was possible to be bored listening to a national hero, and yet you found yourself checking Twitter, barely 15 minutes in.
I am sure that you have never been guilty of such clear displays of narcissism, but it’s amazing how often we subtly send the same message to our audience.
When working with people on how to effectively craft and deliver their story, I consistently see people fail to remember that they must answer one fundamental question their audience is asking. ‘Why should I care?’ or, put another way, ‘why does this matter to ME?’
This question is not unique to public speaking.
It’s the question we ask in virtually every communication interaction. And it’s why when people ask me (which happens often) ‘what is the biggest mistake you see in people’s presentations,’ I don’t talk about how people need to stop swaying or distracting me with their poor use of gestures. I don’t start with sessions on how to modulate your voice more effectively or even the horrific use of PowerPoint that makes me want to throw my Otter Box encased iPhone at your computer.
The biggest mistake is far more basic- people don’t think about their audience. They don’t answer the first question their audience is asking.
How to check yourself before you wreck yourself
The good news? There’s an easy way to determine how well you are doing, and to fix it.
Do me a favor and find an old email. Count how many times you say “I.” Now count how many times you say “you.” If you want to keep people’s attention- which you do – make sure your emails say “you” many more times than they say “I.” If the number of I’s is higher than the number of you’s- congratulations, you failed (shout out to Bob Tiede for teaching me this practical test).
This concept applies far beyond email. For instance, let’s talk about presentations. Presentations, when done well, are stories that move the audience. We all love a story told well. It’s why we watch movies, read books, and pay significant dollars to hear the first-person account of feats of courage.
And yet, a story is only as powerful as we hear ourselves in it. Often, inexperienced presenters will either:
- Make the presentation an information-filled jargon fest.
- Simply provide a chronological unfolding of the events as they experienced them.
The easy switch? Make sure every major point in your presentation includes phrases like:
- “Imagine you are…” (an easy way to make the event you experience about them)
- “While you might not ever [run an Ironman with Stage four Colon Cancer], you have to face challenges every day…”
- “Why should you care about this? Here’s why” – the easy direct approach
There’s not a story in the world compelling enough that will keep your audience off of Facebook if they don’t see themselves in it. It’s time to review the emails, re-write the speech, re-format the scheduled tweets. Replace the I’s with you’s, or you might be the only person reading about I.
What small business owners can learn from Starbucks’ new D&I strategy
(BUSINESS) Diversity and inclusion have been at the forefront of Starbucks’ mission, but now they’re shifting strategy. What can we learn from it?
Starbucks was one of many companies that promised to focus on diversity and inclusion efforts after the death of George Floyd by Minneapolis police in 2020. What sets Starbucks apart from other companies were its specific goals.
How It Started
They began with hiring targets and have now added goals in corporate and manufacturing roles. Starbucks’ plans and goals revolve around transparency for accountability. They released the annual numbers for 2021 as a way to help hold themselves accountable. The data they’ve released so far show that they’ve met nearly a third of their 2025 goals according to Retail Brew. Because of this information, we can see why they are choosing to move in the direction of manufacturing and corporate jobs. In 2021, POC’s fell to 12.5% of director-level employees from 14.3% in 2020 in manufacturing.
How It’s Going
Per Starbucks’ website stories and news, “[I]t will increase its annual spend with diverse suppliers to $1.5 billion by 2030. As part of this commitment, Starbucks will partner with other organizations to develop and grow supplier diversity excellence globally.” To put that into perspective, they spent nearly $800 million with diverse suppliers in 2021. With these moves, by 2030, it will increase by almost double.
As part of their accountability and progress, they plan to partner up with Arizona State University to give out free toolkits to entrepreneurs on fundamentals for running successful diverse-owned businesses. Another goal they’ve listed is to boost paid media representation by allocating 15 percent of the advertising budget to minority-owned and targeted media companies to reach diverse audiences.
At the heart of all this information on their goals and future plans, data transparency and accountability are what’s forcing them to look at the numbers to make specific goals. They are doing more than just throwing money at the problem, they are analyzing how they can do better and where the money will make a difference. Something that, as entrepreneurs, we should all do.
Peloton is back-pedaling: Reports of price increases, layoffs, and cost cuts
(BUSINESS) After a recording of layoffs leaks, ‘supply chain’ issues cause shipping increases, and they consult for cost-cutting, Peloton is doomed.
Is Peloton in Trouble?
According to many reports, Peloton had success early in the pandemic when gyms shut down. Offering consumers a way to connect with a community for fitness along with varying financing options allowed the company to see growth when many other industries were being shuttered.
After two years, CNBC reports that the company is “being impacted by …supply chain challenges” and rising inflation costs. According to the report, customers will be paying an additional $250 for its bike and $350 for its tread for delivery and setup.
As demand has decreased, Peloton is also considering layoffs in their sales and marketing departments, overheard in a leaked audio call. The recording details executives discussing “Project Fuel” where they plan to cut 41% of the sales and marketing teams, as well as letting go of eCommerce employees and frontline workers at 15 retail stores.
Nasdaq reported that the stock fell 75% last year, after a year where it soared over 400%.
Peloton reviewing its overall structure
According to another report from CNBC, Peloton is working with McKinsey & Company, a management consulting firm, to lower costs as revenue has dropped and the growth of new subscriptions has slowed since the pandemic. Last November, according to NPR, Peloton had “its worst day as a publicly-traded company.” It also anticipates greater losses in 2022 than originally predicted. It makes sense that the company would reexamine their strategy as the economy changes. They aren’t the only one that is raising prices amid supply chain issues.
It will be interesting to watch how Peloton fares
Peloton has a large community that pays a monthly fee for connected fitness. While growth has slowed, the company still has a strong share of consumers. Although it is facing more competition in the home fitness market and more gyms are reopening, as Peloton adjusts to the new normal, it should remain a viable company.
CEO is offering folks thousands to *quit* their jobs, with one catch
(BUSINESS) A CEO out of Arizona is challenging employment norms by offering a sort of “sign-off” bonus upfront, but this method has one fatal flaw.
Chris Ronzio, the CEO of Trainual, a software company in Arizona that aims to systemize and scale your small business, is offering cold hard cash to quit your job in an unconventional ploy to bypass the effects of the Great Resignation.
Before you rush to turn in your notice and make some extra cash, you should know that this offer is dependent on being selected as a hirable candidate and making it through the hiring process for Trainual. This option is also offered to new hires after 2 weeks of employment.
This model of employment gives the employee the ability to fire the company and walk away with a little sum of money. The thought process of the CEO was outlined in an article by the Insider, saying it is a strategic move to retain top talent and maintain a strong company culture. While this is a unique approach…it has a glaring flaw. The offer is only good for the initial two-week period. However, it can take some time to recognize the shortcomings of any company when you begin employment. We can all recognize the long-term financial potential of reoccurring income and while $5,000 is not anything to shake your finger at, it will eventually be gone. I think we can all agree that constructive criticism can be difficult to swallow at times, however, if Trainual was truly invested in this model they would extend the offer at other key times during employment. What if this offer was again available at the 1-year mark? If the offer reappeared at a one-year review, the turnover may increase.
Per the Insider article, Ronzio was quoted as saying, “With today’s market, hiring teams have to move quickly to assess candidates and get them through the process to a competitive offer, so it’s impossible to be right 100% of the time,” Ronzio said. The CEO added, “The offer to quit allows the dust to settle from a speedy process and let the new team member throw a red flag if they’re feeling anything but excited.”
These statements detail another dimension to consider which is the employment hiring process and timeline. If top candidates are in such high demand that the process has to be sped up to secure a workforce, this monetary compensation can help to ensure the hiring decision. Although, when the offer was implemented in May of 2020, the offer was $2500, half of what it is now. Ronzio reasoned that they could stay while they looked for another job so they increased the amount to compensate for those with a higher salary range.
Let me preface this by saying that yes, accountability should exist, but I would be interested to know the turnover rate for the hiring team. The cost to the company from this unique approach adds extra weight for those making the decisions on who to hire. The stress the hiring team faces has to be factored into the candidate decisions. How many times can the hiring team get it wrong before they’re let go? While the pressure to hire the right candidate should always factor in, one has to wonder about the effects of this model.
Business Articles1 week ago
100+ inspirational quotes to motivate you to have prosperous new year
Business News1 week ago
80 reasons why you didn’t get the job interview or offer (brutally honest)
Business Marketing1 week ago
10 must-listen-to podcasts for business owners
Opinion Editorials2 weeks ago
Do these 3 things if you TRULY want to be an ally to women in tech
Opinion Editorials4 days ago
Job listings are popping up left and right, so what exactly *is* UX writing?
Opinion Editorials2 weeks ago
Does your creativity dwindle as you get older? Science says its possible
Business Entrepreneur2 days ago
Positive self-talk can improve your performance
Business Finance4 days ago
Get outstanding invoices paid to you by following these 7 steps