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| The Doctor dissects this month's best and worst quotes | December 2002 Best quote of the month 'Today's marketplace is more Darwinian than ever before. You either differentiate or die; there really is no in-between.' -Douglas Conant, president and CEO of the Campbell Soup Co, New York Times, October 14 Conant, speaking to an audience of branding and marketing experts, convincingly displays his understanding of the marketplace. His message is positive in that it shows he is very serious about improving his product line and that he is aware his survival is dependent on these improvements. Conant also conveys that he and his company are very action-oriented in improving their product lines. His message is quotable because, first, 'Darwinian' evokes the 'survival of the fittest' cliché and animal analogy, plus Darwin is still a well-known pop culture reference. Second, 'differentiate or die' is bold, action oriented and emotional. The phrase is also an absolute. Third, 'no in-between' is a cliché, an absolute, and also has an emotional flavor. Worst quote of the month 'Like the resplendently colored salmon going to river to spawn, at the end of our journey our niche is going to die rather than live and prosper... The stock market can be fooled, but not forever, and it is fundamentally insightful and always unforgiving of being misled... Without looking like we are shaking our bootie all over the world, [we'll] sell ourselves quickly to whichever of the six possible acquirers offer our shareholders the highest value.' - Leo Hindery, former CEO of Global Crossing, New York Times, October 1 This quote comes from a June 2000 memo shortly before Hindery resigned but long before Global Crossing's problems became public. The Quote Doctor would be remiss if he didn't point out that executives should never mislead the markets, commit frauds or other crimes. But if you do, don't document your actions in visually rich and highly quotable words. It is difficult to imagine a quote that makes an individual or company look worse than this one. Hindery is quotable because, first, he starts with vivid analogies that are action-oriented. Second, 'die' is bold and emotional. Third, 'live and prosper' is a cliché, action oriented and emotional. Fourth, 'fooled' is action-oriented, emotional and attacking. Fifth, 'misled' and 'unforgiving' are emotional and attacking. Sixth, 'shaking our bootie' is bold, action-oriented and a cliché (the corporation as streetwalker analogy is always an attention-getter with journalists). Lastly, 'sell ourselves quickly' is action-oriented, emotional and attacking the company's validity. Note to Leo: Next time you go to your basement, make sure your air conditioner is running (as Tony Soprano does) before you confess to crimes that may be of interest to the Feds. TJ Walker is president of Media Training Worldwide, a New York city-based media/speech training firm that coaches senior executives for media and speaking appearances. For a free presentation tips newsletter, go to www.mediatrainingworldwide.com | ||
Copyright © 2002 Media Training Worldwide
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