Disney's presentation of Pixar's Cars - 2006
We’re hearing a lot of talk about “authenticity” in the primary election campaigns.
We’re hearing it in the ad world, too.
What makes for authenticity in communication—especially in business communication?
Marketing guru Seth Godin says, “If it acts like a duck (all the time), it’s a duck. Doesn’t matter if the duck thinks it’s a dog, it’s still a duck as far as the rest of us are concerned. Authenticity, for me, is doing what you promise, not ‘being who you are’.”
That’s a good start.
But there’s also more to it.
The communication has to ring true with the desired audience. And that means speaking to the audience’s experience and point of view.
Think about the Disney/Pixar movie, Cars. What could be less authentic than a bunch of talking cars? And yet, as with any animated film, we react positively toward the anthropomorphic talking cars because they vividly display feelings and emotions familiar to us all, grown-ups and kids alike. The cars have impact because their expressions overcome our skepticism about talking cars.
And that’s what we have to get into our business communications. Whether it’s a staff memo from the CEO or a presentation to venture capitalists, it has to say something that relates to the audience’s interests. It has to show that we understand the audience’s point of view. And that we care about it.
Of course, it’s easier to say this than to do it. But it’s always worth striving for. We should keep reminding ourselves never to do less.
Authenticity isn’t determined by who we are. It’s determined by what we do for our intended audience.
Actions speak louder than words.
-Bill
