Jonathan Fitzgarrald
Deborah Shames, Jonathan Fitzgarrald, David Booth
From time-to-time, one of my attorney colleagues will ask me to handle what s/he perceives as a sales pitch from a consultant or vendor.
Although it is my job to say, “Sure fellow colleague, I’m happy to take a meeting,” I have to admit it is not top of my list.
Such was the situation when I originally met Deborah Shames and David Booth of Eloqui. I agreed to have lunch, justifying to myself that, at the very least, I would leave having eaten a decent meal.
Much to my surprise, and within the first 30 seconds of our meeting, my attitude did a 180!
Not only did they connect with me in a meaningful way, but I was so impressed with their approach that when they finally asked if they could train my firm’s attorneys, I replied, “Forget about them, how about you start with me?!?” And so they did.
Since that initial meeting, over 40 of the firm’s attorneys have been through some aspect of Eloqui’s communications and presentation training.
Now is your chance to experience the passion of Eloqui.
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An economic downturn, career boredom, or the triumph over a life-changing event has an uncanny way of coercing many of us into considering a different line of work. For me, it was the burst of the Dotcom bubble.
After graduation and with three years of experience under my belt, I relocated to the Silicon Valley to direct the public relations department at a telecommunications start-up. After a brief 18 months, it was brought to my attention that the company was having financial issues and that I should start “putting out my feelers.” Unfortunately, I would be competing for positions against seasoned professionals, who were willing to take drastic cuts in compensation in order to have a job.
Although the tech industry was in decline, the legal industry was booming. I applied for a marketing position within a law firm. I knew my reinvention from high tech, products PR to professional services marketing would require a personal branding overhaul.
The severity of my career change, at least from a perception standpoint, would determine the gravity of my course of action. As Longfellow noted, “We judge ourselves by what we feel capable of doing, while others judge us by what we have already done.” Convincing myself that the basic principles of PR and marketing could easily be transitioned to the legal context was not enough–I would have to sell others on the idea.
Five steps were key to my reinvention and can also be to yours.
Brand Account
Earlier this month, American R&B singer, Chris Brown, appeared on Good Morning America to promote his new album F.A.M.E. During the interview, he was asked about his 2009 assault on his former girlfriend, Rihanna, and if they are still in communication. This line of questioning apparently angered Brown. He stormed off stage, smashed a window in his dressing room, and ran out of the building (shirtless).
Despite Brown’s (and his handlers’) best attempts to reform the singer’s personal brand, this latest meltdown gives us a glimpse into his ongoing rehabilitation process–or the lack thereof. It also teaches us two important lessons that have practical, personal branding application.
Michael B. Altman
How do you measure such traits as authenticity, substance, genuineness?
A few years back while attending a networking event, I was introduced to the head of a life insurance firm in Encino, California. Immediately, my Emotional Intelligence meter (e.g., my gut) told me this particular individual was not your average Joe salesman.
Over the course of the hour-long meeting, I continued to observe him. I was impressed with the personal attention he gave to others in the room. His genuineness was palpable, and not only by me but also by those with whom he interacted. Faces lit up. Arms extended to embrace. Kind salutations exchanged. It was obvious that this individual had a strong, personal brand!
Recently, I had the opportunity to chat with him about the difference I felt, the difference who goes by the name of Michael B. Altman.