And now for something completely similar. Last month we learned quite a bit from David Casullo about Leading the High-Energy Culture; this month, we explore Discover Your CEO Brand by Suzanne Bates. The common thread is that Casullo runs Bates Communications, founded by this month’s featured author, so we’re dedicating a chunk of our summer in a two-part series learning to be energized, branded leaderswith guidance provided by two like-minded consultants. Sure, we could be reading whatever schlock James Patterson is cranking out in his sleep these days, but what’s solving a beach murder going to do to advance the cause of our small businesses? Not much, right? “Lacking information, people make assumptions about you,” writes Ms. Bates. Take that as a challenge, faithful readers. If we’re not positively branding ourselves – yes, even on a gorgeous summer afternoon – then we may just be falling behind. Ruh roh!
Ms. Bates writes about brand alignment, image, value and loyalty, all from the perspective of being a CEO. She uses the title broadly – so-called CEO’s here include Condoleezza Rice, Shaquille O’Neal and Bono alongside the obligatory mentions of Messrs. Buffett, Gates and Jobs. (Anyone else wondering if it’s possible to write a business book these days without fawning over the late co-founder of Apple? Anyone?) From the What Not To Do Files, her “Disaster Avoidance Kit” is featured, with cautionary tales Tiger Woods and Martha Stewart at the heart of that chapter. It’s okay to admit that whatever silly thing that befell you today probably didn’t include abject global humiliation or jail time. Remember Tony Hayward? (No? Google him… we’ll wait for you.) What comes to mind when you think about the former head of BP? Ms. Bates reminds us that Hayward was slow to apologize and off-the-charts arrogant in the literal – and oily – wake in the Gulf of Mexico. Want to enhance your brand? Don’t try running disingenuous advertising when contrition is required. “No amount of money would spin a positive story” for the oil giant, the author tells us. When we stumble, honestly and humility are what’s best for our brands.
One assumes that Ms. Bates has built a healthy network over her many years in media and business. She writes about generosity and “how much power there is in helping other people.” As inarguably sound a sentiment as that is, it also raises this one question: has the author selected close ties in her network to feature in the book? Not casting aspersions; it’s just somewhat distracting to read sections of Discover Your CEO Brand and wonder if a friend is being plugged. But that’s the only concern here. Ms. Bates offers practical wisdom not offered elsewhere, like suggesting as conference speakers we not make the lame, badgering request for audience members to turn off their cell phones, rather encourage them to text us questions while we’re on stage. That’s different, right? And speaking of different, Constant Contact CEO Gail Goodman is featured, notably her story of having taken the unusual route a decade ago of teaming up with her fiercest competitors to fight important legislative battles. The crux of the matter at the time: What is legitimate email marketing? Can book reviews – sent via Goodman’s company – be considered such a thing? Discuss!