Walking the Walk

Michael Gartenberg | December 26, 2006, 10:38 AM

In a slightly related thought to my last post, I've been thinking a lot about why some folks are not effective when speaking to analysts (or bloggers or enthusiasts for that matter). The evangelist Rev. Ike is noted for saying "you can't just talk the talk, you have to walk the walk." That statement means a lot. Oftentimes, when you're pitching to an audience like me, assume that I have some interest in the subject and probably some knowledge as well. One of the things that will make or break your pitch is how well you pitch based on ethos, pathos and logos. I won't go into all three at the moment but I will focus on ethos for a bit.

When Aristotle talked about ethos, he referred to reputation or credibility. In short, I need to believe that you actually believe in what you're pitching. If I don't think you believe, I won't ever believe either. Let me give you some examples over the last year.

1. A vendor associated with pen based computers takes notes in the meeting in a paper notebook.

2. A vendor pitching their new smartphone take a phone call on her RAZR

3. A vendor in the MP3 player space goes on about his iPod

It's really simple. If you're going on the road, you better really believe what you're saying. Now, that's not say go overboard. If you and I know that your competition is better than you at the moment, don't don't try to smack down the competition. In fact, it's ok to point out the differences and to show how aspects of your product can make for a better holistic experience. In short, play up the positive but once I get a sense you don't really believe in what you're doing, odds are, I won't believe either.