One Giant Competitive Differentiator, Thousands of Lazy Executives
Later today, Republican Florida Governor Ron DeSantis is officially announcing that he’s entering the 2024 race for the presidency of the United States.
But this post isn’t about politics. And it really isn’t about Governor DeSantis, or Elon Musk.
No political endorsements here, I’m all business.
This post is about the announcement event itself — and the use of its platform. Because I don’t care who’s announcing, and I don’t care from which side of the aisle it’s originating.
Moreover, this post is really about you and your co-working business teams.
Because while one giant business competitive differentiator exists and has been brought front and center for the balance of today’s business day — and then some — I’m counting you as one of those thousands of lazy business executives who overlook this prominent advantage out of fear, laziness, smugness, cheapness, incorrigibility, and/or a brazen belief that you know-it-all and your employees have better things to do. Like create paint-by-number and text-heavy PowerPoint slides.
And there most certainly are thousands and thousands of you…’leading’ the way.
I see it and hear it every day.
So many, so often, are quoted in great detail about being hip, modern, and in touch with post-pandemic times… how their company is doing ground-breaking work in fast-moving industries as employees, partners, and customer alike sing their praises. The self-proclaimed business and executive leadership spills from the endless roll of event pictures and posts on my LinkedIn home page.
Except for one thing.
Except for the one missed competitive business differentiator that leaves you and your executive, marketing, sales, and customer services teams — and so many more — exposed and in the competitive communication dust.
Every single day.
I don’t know what Ron DeSantis has done to address this in advance of his announcement.
I don’t even know what Elon Musk has done to address this in advance of today’s announcement.
We’ll find out.
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Later today, DeSantis is making his presidential announcement in conversation with Twitter, Tesla, Boring Company, and SpaceX Owner Elon Musk. It’s happening on Twitter Spaces.
Twitter Spaces enables live audio conversations, on Twitter. That’s worth repeating, Spaces enables live audio conversations. Audio. No doubt there’ll be cameras and mobile phones to record it all. And I hear that DeSantis will do a traditional campaign launch in the coming days with the media and his supporters in front of the cameras — just like RFK Jr., Tim Scott, Nikki Haley, and others have recently done.
The approach to using Twitter Spaces to start a run to the White House is unique. Late last night, Musk tweeted something about Twitter Spaces being the largest available media audience. Gotta give DeSantis and Musk credit for this one. The times are indeed changing. But it’s what’s done with that audience by any candidate that will make the difference.
Here’s where you come in. Here’s where you could learn something about your business and the giant, distinct advantage staring you in the face.
It’s been there for years.
Ron DeSantis will enter today’s Twitter Spaces conversation with Elon Musk thinking, feeling, and believing he has the best political content. Game winning messaging, positioning, and voter value props to win the Republican nomination and the 2024 General Election.
I don’t know if he has it or if he doesn’t. Not the business point.
No doubt DeSantis thinks, feels and believes he can separate himself from the rest of the presidential candidate mosh pit with competitive differentiators, political accomplishments, and personal and professional stories.
Just like you. Again, just like you and your team — every single business day.
But none of that content will matter if DeSantis mumbles his way through the Spaces audio conversation and his announcement. None of that will matter if he uses filler words such as: Ummm, Uhhh, Like, Ya Know, Right, Well, I, uh… None of it will matter if his voice isn’t ready to deliver his messages with conviction and authority. All of that content will be absolutely wasted if his voice isn’t ready. And all of his campaign content from the web pages, to mailers, to digital and social media, right down to the bought and paid for presidential campaign buttons will be bound for the trash can.
Just like you.
The success of today’s launch depends on how DeSantis prepares, rehearses, and readies his voice.
As Elon Musk will have to do, but in a different way. Because if DeSantis’ voice is ready but Musk’s isn’t, the above worst-case scenario will also happen.
Just as it happens for you and your team — every business day.
And when you don’t prep the voices of your sales, marketing, and executive teams, your efforts will leave you with snappy looking content standing on the one yard line, one step in front of the finish line.
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I see it and hear it every day. The over-emphasis on content, content and more snappy looking marketing, sales, and corporate content. While you send your teams of front-line people into media channels of market engagement with no public speaking, presentation, and communication prep. No real work on physical and vocal skills.
Podcasts, Sales Calls, Webinars, Quarterly Financial Calls, Demos, Trade Shows, Panel Discussions, Analyst Briefings, Media Interviews… and now you can add Twitter Spaces. Where voices make a difference. Where your voice can win the account, service customers, protect revenue and win the day. Or the presidential campaign.
But damn, your AI-created PowerPoint slides sure look good.
Tony Compton holds two degrees from Loyola University Chicago: a 1987 B.A. in Communication and a 1995 MBA. He has held a number of marketing and business leadership positions over the past three decades.
You’re welcome to binge-listen to the first season of his podcast: Now That’s a Marketing Podcast! https://nowthatsamarketingpodcast.buzzsprout.com
