Too much trust
In a business world where there is maybe more need than ever for trust between people, it is a paradox to find too much ‘trust’ in some relationships.
One MD said “Well I leave all the finance to the accountant.” Another decided not to be involved in the crucial website design but to “Rely on the expert.” Yet another really does not “have the time” to speak on behalf of the company. She would rather delegate that to someone in the marketing department.
And when, somewhere down the line, it all goes wrong, people say “Well I really trusted that person.”
But were those relationships really based upon trust? Because trust is a two way process where both parties agree to a level of engagement.
Or was it more about abdication of responsibility?
Speaking for CEO’s
Because we are all engulfed in a rising tide of knowledge and information, it is important that the key messages about our own organisation are not drowned.
We have to get our message across to potential customers whilst at the same time reinforcing relationships with our existing customers. The first step is to identify our expertise. Generalists in the market place are ten a penny, but in the knowledge world people are looking for high trust relationships with experts.
There are two ways to demonstrate expertise: one is to write and the other is to speak. The top speakers:
1) Have something of genuine value to share with their audience
2) Structure their talk in a way that enables the audience to use the information. For example, you make a point (expertise), you tell a story (the most powerful way to engage your audience) and you explain the application. Point:story:application.
3) Are authentic. Their words and their voice and their body language are all saying the same thing. In other words they are congruent.
For a CEO, making the decision to speak at carefully chosen industry conferences, events and exhibitions is part of the journey towards being a ‘thought leader’.
Becoming a ‘thought leader’ in ones chosen area of expertise is a hugely valuable investment in both personal and organisational intellectual capital that we are taking to market.