Comments on: Leading in the Trenches-What Do You Do? And No One Buys Gobbeldy Gook http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/ Leadership, Management and Professional Development Mon, 21 May 2012 11:19:51 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12202 Art Petty Fri, 16 Oct 2009 14:08:20 +0000 http://artpetty.com/?p=2740#comment-12202 Keith, I am still chuckling...in pain just a bit at your anecdote. I recall a similar circumstance where we were considering some form of potential merger with a larger firm and the CEO and CTO got into an argument in front of us over "what business they were in." Sad, funny and true all at the same time. Thanks for sharing and if enough of us beat this drum, we'll make some headway! -Art Keith, I am still chuckling…in pain just a bit at your anecdote. I recall a similar circumstance where we were considering some form of potential merger with a larger firm and the CEO and CTO got into an argument in front of us over “what business they were in.” Sad, funny and true all at the same time.

Thanks for sharing and if enough of us beat this drum, we’ll make some headway!

-Art

]]> By: Keith Bossey http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12201 Keith Bossey Fri, 16 Oct 2009 13:43:34 +0000 http://artpetty.com/?p=2740#comment-12201 Art - there's been a lot of talk about this subject lately (or maybe I just see it because I've been thinking about it, kind of like realizing everyone drives your car model after you buy it). The important point here is the one that Bret Simmons made. All this starts from the top. In past work helping firms talk to Wall Street, we used to interview the senior execs at public companies and compare their responses. One of the best questions to ask was "what is your strategy?" It was often amazing that 1-they couldn't come up with a concise response and 2-the responses always varied, sometimes dramatically. If a tight knit group of a company's senior most executives can't pass the "Trade Show Floor" test, what are the odds that those manning the booth can? Glad you are helping in the quest to alleviate this problem! Art – there’s been a lot of talk about this subject lately (or maybe I just see it because I’ve been thinking about it, kind of like realizing everyone drives your car model after you buy it). The important point here is the one that Bret Simmons made. All this starts from the top. In past work helping firms talk to Wall Street, we used to interview the senior execs at public companies and compare their responses. One of the best questions to ask was “what is your strategy?” It was often amazing that 1-they couldn’t come up with a concise response and 2-the responses always varied, sometimes dramatically. If a tight knit group of a company’s senior most executives can’t pass the “Trade Show Floor” test, what are the odds that those manning the booth can? Glad you are helping in the quest to alleviate this problem!

]]> By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12166 Art Petty Fri, 16 Oct 2009 11:11:17 +0000 http://artpetty.com/?p=2740#comment-12166 Mark, great example and congratulations on taking a step towards clarity! I will be curious to hear back if the reactions to your introductions change. Thanks for commenting! -Art Mark, great example and congratulations on taking a step towards clarity! I will be curious to hear back if the reactions to your introductions change. Thanks for commenting! -Art

]]> By: Mark D. Cohen http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12143 Mark D. Cohen Fri, 16 Oct 2009 05:35:53 +0000 http://artpetty.com/?p=2740#comment-12143 Art, Great article! This is completely true. I have seen many times at career fairs on my campus where a person asks a company representative what that company does, and the reply is actually the same boring thing that you are talking about here. Invariably, the person will give the "smile, nod, and say 'that's good'" treatment, feigning interest. This is especially prevalent at types of social gatherings where a person asks what you do, and you just give a standard response. In my case, I have seen the "smile, nod, 'that's good'" treatment when I just give a standard description of my job. From now on, instead of "I am the Assistant Executive Director at the Student Outreach Clinic," I will say "I fundraise for a clinic that helps provide medical care for those without health insurance." That will start some conversation, especially considering the ongoing debate on health care in this country. -Mark Art,

Great article!

This is completely true. I have seen many times at career fairs on my campus where a person asks a company representative what that company does, and the reply is actually the same boring thing that you are talking about here. Invariably, the person will give the “smile, nod, and say ‘that’s good’” treatment, feigning interest. This is especially prevalent at types of social gatherings where a person asks what you do, and you just give a standard response. In my case, I have seen the “smile, nod, ‘that’s good’” treatment when I just give a standard description of my job. From now on, instead of “I am the Assistant Executive Director at the Student Outreach Clinic,” I will say “I fundraise for a clinic that helps provide medical care for those without health insurance.” That will start some conversation, especially considering the ongoing debate on health care in this country.

-Mark

]]> By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12102 Art Petty Thu, 15 Oct 2009 21:19:10 +0000 http://artpetty.com/?p=2740#comment-12102 Thanks, Loren. We all have stumbled at this at some point. Thanks for reading and taking the time to comment! -Art Thanks, Loren. We all have stumbled at this at some point. Thanks for reading and taking the time to comment! -Art

]]> By: Loren Loiseau http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12099 Loren Loiseau Thu, 15 Oct 2009 20:35:58 +0000 http://artpetty.com/?p=2740#comment-12099 Thanks Art for the insight. I was recently asked a similar question and was unprepared. Who knows what opportunity was lost? I will take this advice to heart. Thanks Art for the insight. I was recently asked a similar question and was unprepared. Who knows what opportunity was lost? I will take this advice to heart.

]]> By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12093 Art Petty Thu, 15 Oct 2009 19:29:26 +0000 http://artpetty.com/?p=2740#comment-12093 Jonathan, glad that it resonates! Use it in good health. -Art Jonathan, glad that it resonates! Use it in good health. -Art

]]> By: Jonathan Bradley http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12092 Jonathan Bradley Thu, 15 Oct 2009 19:27:37 +0000 http://artpetty.com/?p=2740#comment-12092 Great idea: describing an action instead of a position. I've often found it difficult to explain to some what I do, but this simplifies matters quite a bit, and adds a richness to the description, too. I'll certainly employ this. Great idea: describing an action instead of a position. I’ve often found it difficult to explain to some what I do, but this simplifies matters quite a bit, and adds a richness to the description, too. I’ll certainly employ this.

]]> By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12084 Art Petty Thu, 15 Oct 2009 18:46:54 +0000 http://artpetty.com/?p=2740#comment-12084 Hey Steve! Hmmm. Busted. After Tom's visual description, my own needs some work! Always great to hear from you. -Art Hey Steve! Hmmm. Busted. After Tom’s visual description, my own needs some work! Always great to hear from you. -Art

]]> By: Steve Wallin http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12082 Steve Wallin Thu, 15 Oct 2009 18:37:24 +0000 http://artpetty.com/?p=2740#comment-12082 I'm frankly a little disappointed you didn't have your own rendition of what Art does! I bet your avid readers could come up with quite a list for you!! Which brings to mind the fact that sometimes others are just as effective at giving you your tag line as you are. If they struggle, it is an indication that your brand/value is either cloudy, or non-existent. Steve I’m frankly a little disappointed you didn’t have your own rendition of what Art does! I bet your avid readers could come up with quite a list for you!! Which brings to mind the fact that sometimes others are just as effective at giving you your tag line as you are. If they struggle, it is an indication that your brand/value is either cloudy, or non-existent.

Steve

]]> By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12081 Art Petty Thu, 15 Oct 2009 18:26:48 +0000 http://artpetty.com/?p=2740#comment-12081 Tom, I absolutely love the visual approach! Everyone at the network meeting would remember that example! Thanks, Art Tom, I absolutely love the visual approach! Everyone at the network meeting would remember that example! Thanks, Art

]]> By: thomas ogden http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12078 thomas ogden Thu, 15 Oct 2009 18:23:46 +0000 http://artpetty.com/?p=2740#comment-12078 Art, great job! It surprises me that folks have not gotten better at this. Often when I ask someone what they do, they revert to their title on their business card, and we know this is not going to help us understand what they really do. One tactic that I've used in coaching on this topic is to concentrate on giving the listener a visual upfront. A wealth management company I worked with, after a half-day coaching session came up with, "You know that act in a three-ring circus where the man is keeping all of those plates spinning? This is what we do for our clients. We balance all aspects of their financial lives so they have peace of mind and can enjoy their wealth." It really worked for them. Pictures, pictures, and more pictures will help lengthen the discussion, which is, in most cases, our ultimate goal. Art, great job! It surprises me that folks have not gotten better at this. Often when I ask someone what they do, they revert to their title on their business card, and we know this is not going to help us understand what they really do. One tactic that I’ve used in coaching on this topic is to concentrate on giving the listener a visual upfront. A wealth management company I worked with, after a half-day coaching session came up with, “You know that act in a three-ring circus where the man is keeping all of those plates spinning? This is what we do for our clients. We balance all aspects of their financial lives so they have peace of mind and can enjoy their wealth.” It really worked for them. Pictures, pictures, and more pictures will help lengthen the discussion, which is, in most cases, our ultimate goal.

]]> By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12055 Art Petty Thu, 15 Oct 2009 14:53:00 +0000 http://artpetty.com/?p=2740#comment-12055 Kevin, love it! -Art Kevin, love it! -Art

]]> By: Kevin J Porter http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12054 Kevin J Porter Thu, 15 Oct 2009 14:51:51 +0000 http://artpetty.com/?p=2740#comment-12054 I like the idea of not mentioning your profession in the response. Not only do you capture the attention of your audience, but you create a curiosity as to what your actual profession is. Instead of saying, "I am a civil engineer" one could say, "I design large systems to transport storm water from an urban area to a natural waterway." The latter statement would gain attention and create curiosity of your profession. I like the idea of not mentioning your profession in the response. Not only do you capture the attention of your audience, but you create a curiosity as to what your actual profession is.

Instead of saying, “I am a civil engineer” one could say, “I design large systems to transport storm water from an urban area to a natural waterway.” The latter statement would gain attention and create curiosity of your profession.

]]> By: Art Petty http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12046 Art Petty Thu, 15 Oct 2009 13:46:06 +0000 http://artpetty.com/?p=2740#comment-12046 Bret, you are right! It rolls downhill at a pace that is remarkable to behold. I love holding leaders accountable for getting this stuff right! Doug, right you are! Give credit to John Jantsch for the "talking logo" term. It's sticky, just like his Duct Tape Marketing concepts. Thanks to both for jumping in! Art Bret, you are right! It rolls downhill at a pace that is remarkable to behold. I love holding leaders accountable for getting this stuff right!

Doug, right you are! Give credit to John Jantsch for the “talking logo” term. It’s sticky, just like his Duct Tape Marketing concepts.

Thanks to both for jumping in!

Art

]]> By: Doug Stewart http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12044 Doug Stewart Thu, 15 Oct 2009 13:39:57 +0000 http://artpetty.com/?p=2740#comment-12044 I like the "talking logo" idea. It looks like the formula above is: Your occupation/profession (architect, accountant, or attorney) + Target Market (divorced women, contractors, small business owners) + Benefit (reduce taxes, get paid faster, etc). Great post. Thanks! I like the “talking logo” idea. It looks like the formula above is: Your occupation/profession (architect, accountant, or attorney) + Target Market (divorced women, contractors, small business owners) + Benefit (reduce taxes, get paid faster, etc). Great post. Thanks!

]]> By: Bret Simmons http://artpetty.com/2009/10/15/leading-in-the-trenches-what-do-you-do-and-no-one-buys-gobbeldy-gook/#comment-12043 Bret Simmons Thu, 15 Oct 2009 13:39:52 +0000 http://artpetty.com/?p=2740#comment-12043 Hey Art, I think gobbeldy gook rolls downhill, which is why the folks on the trade show floor only have it to offer. that's all they are fed. Hey Art, I think gobbeldy gook rolls downhill, which is why the folks on the trade show floor only have it to offer. that’s all they are fed.

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