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How Introverts Lead

September 23, 2013 by Dennis Fischman Leave a Comment

I’m tired of conquering

I’d rather sit with some good book

But if I stop conquering

Somebody else will take the things I took!

-Emperor Kublai Khan, “Uneasy Lies the Head,” in the musical The Adventures of Marco Polo

Susan Cain

Susan Cain wants to tap the power of introverts

Can an introvert be a leader?

Yes, says author Susan Cain, but only when we stop equating leadership with being loud, talkative, high-energy, and good with crowds.

Introverts can be dazzling in social settings when they get to ask deep questions, or to talk about their passions–as long as they get enough opportunity afterwards to recharge and reflect.  (Perhaps with a good book, like Kublai Khan in the song lyric I quoted.)

Cain shows that the Extrovert Ideal, as she calls it, is relatively new.  Before the 20th century, having a good character was more important than having a good personality.  Manners, morals, and honor mattered more than magnetism, attractiveness, and energy.

It is also culturally specific.  She shows that Asian culture values quiet persistence, and people who honor relationships, over boldness and people who promote themselves.

But so what?  Today, in the U.S., what power can introverts bring to your organization?

  • Prevent bad decisions.  The introvert in the room is more likely to point out that we don’t have enough information to be so certain.  Listening to introverts might have saved a lot of banks from making a lot of risky mortgages, perhaps preventing the Great Recession.
  • Avoid “shiny object syndrome.”  Introverts will help keep you on track and on task.  They are less likely to be caught up in the next new thing.  They look before you leap.
  • Assess risks more accurately.  Introverts’ brains are wired to react less strongly to the prospect of reward than extroverts’ are.  If someone is throwing good money after bad, or aiming to win at a cost that should be prohibitive, it’s probably not the introvert!
  • Delegate and empower.  Introverts listen more carefully to team members and subordinates and support their efforts to do their most interesting work.
  • Talk about what’s important.  Extroverts do a lot of social chat before they get down to business.  Introverts, unless  they are also shy, don’t need ice-breakers.  They need the sense that your organization is addressing what matters.  (That may then give them the ease to talk socially and form friendships at work, but not until they are sure you’re paying attention.)

Readers of my blog know that I call myself a “friendly introvert.”  I enjoy public speaking.  At a party, I introduce people to one another and keep the conversation going.  I train other professionals, chair meetings, tutor teenagers, and go to two book clubs and a neighborhood Scrabble game a month. People who know me think I’m warm and caring

So what makes me an introvert?  At some point, I hit a wall.  Being around people stops being exciting and starts to exhaust me.  Like the author of the Rebecca Review, “I’m often drained of all energy after being with people for extended periods of time, but being with a book can set me on fire with creativity and energy.”

One-third to one-half of the people you meet are like me that way.  Lots of them can lead.  Rosa Parks, Warren Buffett, Al Gore, and Stephen Wozniak prove that.  Does your organization provide the environment where introverts can flourish, and where extroverts and introverts can make each other stronger?  Read Cain’s book to figure out how you can unite…and conquer.

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Is Your Image of Advertising Stuck in the Mad Men Era?

September 12, 2013 by Dennis Fischman 2 Comments

Some nonprofits hear the word “marketing” and cringe.  After reading Mad Women by Jane Maas, I can understand why–and also why that reaction is out of date.

Speedy Alka-Seltzer character

Speedy Alka-Seltzer, R.I.P.

According to Maas, there was a revolution in advertising during the 1960’s.  Before that, “Hammers pounded away at the inside of an animated head while a voice-of-God announcer reported that Anacin cured headaches three ways.”  Cora’s Country Store poured Maxwell House coffee, Madge the Manicurist recommended Palmolive dish soap (“You’re soaking in it”), and Mr. Whipple couldn’t help squuezing the Charmin.  And of course, cartoon characters like the Frito Bandito urged us to eat too much salty food, while Speedy Alka-Seltzer offered the solution.

Maas says the old kind of advertising “believed the consumer was a moron.”  So nonprofits recoil.  Our supporters are not morons!  They are brilliant enough to appreciate us, aren’t they?

The truth is that very few people will know about our work, let alone appreciate it, unless we market it.  Marketing is more than advertising. But if we have an advertising model in mind, it should not be Speedy Alka-Seltzer.  Let’s not consult Don Draper or Peggy Olson.

What did advertising become, after the revolution?

  • Irreverent.  Don’t take ourselves too seriously, even if we work on serious issues.
  • Intelligent.  Give people ideas, not just slogans, in a way that is made to stick.
  • Honest.  Sometimes admitting a weakness is endearing.  Remember “Avis is #2.  We try harder”?
  • Informed.  Focus groups kept Jane Maas from trying to peddle a cheaper coffee, and proved that even if Shake and Bake was a hit, Batter Fry would be a disaster.

Some nonprofits have the budget to do extensive research before they create a program or seek to fund it.  All of us need to gather information about how our “great ideas” will play out with people outside the charmed circle of our staff and Board.  And all of us need to find the message that will resonate with people who don’t know or care about our organizations as much as we do.  It pays to advertise.

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Putting the We in Winning: a review of Tell to Win, by Peter Guber

August 19, 2013 by Dennis Fischman Leave a Comment

Fifty pages into Peter Guber’s acclaimed book Tell to Win, I was getting more and more upset.  Where were the women?

Norma Kamali made lower-income women her heroes

Norma Kamali made lower-income women her heroes

Not in the blurbs on the back cover: from Roger Ailes to Mohammed Yunus, all men.  Not in the many stories that Guber told to “connect, persuade and triumph with the hidden power of story” (the subtitle of his book).

All of the stories he included were told by and about men.  The exception that proved the rule was Susan Feniger, co-owner of the Border Grill chain…and her story was told by a waiter in one of her restaurants.

I’m a man, so why did I care about the missing women?  I’ve worked all my life with nonprofit organizations, where women are the majority (and increasingly, the leaders).  By leaving women out, Guber was sending a signal that this book might not be for me or the organizations I care about.

Add to that the idea that success always involves “winning” and making a sale–as opposed to building community, nurturing relationships, or exerting power for social good–and Guber was talking right past me.  I was about ready to put the book aside.

And that would have been too bad, because Tell To Win offers a lot of sound advice for anyone trying to lead through persuasion.  For instance:

  1. People WANT to hear stories. Who would go to the movies to see a PowerPoint presentation?
  2. “Move your listeners’ hearts, and their feet and wallets will follow.”
  3. “Get your audience to step into your hero’s shoes.”
  4. Begin with a problem, build tension with your hero’s struggle, and end with a solution that inspires the listener to act.
  5. Know your listener well enough you can predict how they will react.  Prepare, prepare, prepare.
  6. It’s more important to be interested (in your audience) than to be “interesting.”  Make the story about them, and about what you share.
  7. Meet the listener where they are.  Find the context where they will be most receptive to the story you are going to tell.
  8. You’ll know you’ve really succeeded when your listener starts telling your story to others.

Everything here is relevant to nonprofit work, and if Peter Guber were talking to me face to face, he probably would have told his stories differently, to bring me in.  As it was, he really didn’t reach me…until I read about Norma Kamali.

Norma Kamali was a high-fashion designer with a “naturally quirky style.”  Walmart approached her about designing a line of clothing for lower-income women.  She was excited but afraid.  Walmart’s suppliers were used to producing clothing as quickly and cheaply as possible.  What could she say that would make the people who actually cut and sewed garments for Walmart give low-cost clothes their utmost care and attention?  She knew that’s what it would take to make her new customers proud to wear her designs.

What she remembered was the stories she had been told by low-income mothers at a public high school in Manhattan….These mothers were so ashamed of their clothes that they never came in for school conferences or even met their kids’ teachers.

“Norma told the story of those mothers to the vendors, sales force, and media, and everyone who supported this new brand felt like a hero,” Guber wrote.

Aha!  There are the women–and there is the hook for nonprofit organizations.  Let’s tell stories that make people who work for good feel like a team of heroes.  We may be playing in a different league than Guber and his Hollywood buddies–a league of our own--but we can win, together.  Read this book if you want to make the team strong.

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