This week’s lesson has just as much to do with marketing a service or product, or positioning your company, as it does with politics.
The Clinton campaign spent the better part of the week attacking Senator Obama, accusing him of "borrowing" some of his popular lines:
If you are going to charge that your opponent (or competitor) is unfit due to _______(fill in yourself), make absolutely certain that you are not, and have never been, guilty of ______(same as above) yourself.
During last night’s Democratic debate, this was Senator Clinton’s final statement:
This is an instantaneous credibility killer, and will turn out to be a net negative every time.
People who live in glass houses should not throw stones.
This post is not about who is right and who is wrong in the Clemens/McNamee showdown on Capitol Hill.
Unfortunately, it is almost immaterial. The fact is that the damage has been done to both men, others (Mrs. Clemens, Petite, etc.), and the game of baseball. Regardless of the findings, that this stain will not be removed or forgotten in the near future.
This post is about having a core message and sticking to it. I am not passing judgment on Roger Clemens.
His message seemed to be that he is absolutely not involved at all in any of this, and if he is guilty of anything it is of being too trusting.
The problem with this message is that it is actually two distinctly separate messages.
Clemens admitted that McNamee injected him with something he thought was B12. He admitted that his wife, without his prior knowledge, had taken a shot of HGH, and that his best friend (who admitted both taking HGH and hearing Clemens admit to taking HGH)must have misheard or misunderstood their conversation.
While this information does not prove, or even imply, guilt of being too trusting or too friendly, it does hurt his credibility when saying he had no involvement in any of it, and knew nothing of any of it.
The second point that is striking is Clemens opening statement, seen above, to the Congressional panel. He reads the statement verbatim, has precious little eye contact (the eye contact that does occur looks forced), defensive posture and wording, very little emotion other than anger, especially when discussing his love for the game, his charitable acts etc., and an overall flatness.
This was the top news story of the news cycle, with the whole world watching the opening statement, as that would determine the tone for the remainder of the day, and possibly for the remainder of the life of this story.
It is doubtful that a major league pitcher would have approached the mound of a World Series game without practicing for what each and every opposing player or manager.
This is a lesson to every CEO addressing his or her board, attorney facing a jury, or candidate for office approaching a debate. All of the facts, figures, and storyline can be on your side – if you don’t have a message and you don’t prepare your delivery, it is usually immaterial.
Roger Clemens is a baseball legend who is encountering a defining moment in his very public life. Lack of message and the appearance of a lack of preparation for the opening statement put the count at 0-2.
This video has gone viral within the last few hours, and is a confrontation between a Baltimore Police Officer and a 14 year old skateboarder.
Technology has ensured that virtually any time you speak in public there is the opportunity that your words, your presentation, and your message will follow you, either in a positive way or a negative way.
This is just another reminder that all speaking is public speaking!
