“TELLING YOUR OWN STORY.” Recently, I had an outstanding candidate for a VP-level role get knocked out because he couldn't explain to my client’s CEO how he grew his current ecom business by 22% per year (‘21-24). To be clear: He actually *DID* grow his business at a 22% CAGR in a hotly competitive market. But he failed to explain it in a compelling way. He knew his numbers. He related the strategy, but his delivery was halting and disjointed. The CEO believed him, but she wasn’t exactly moved. How frustrating is that? Imagine you're Ohio State’s head football coach and you’re interviewing for a head coaching job somewhere next year. And the President of that University asks you to “explain how you led OSU to a national title.” For some weird reason, you’re having a bad hair day and fail to explain your success in a compelling way. Stuff happens. One would think the accomplishment would speak for itself! But in my candidate’s case, it didn’t. So he got rejected not for being a B-player — but for being a lousy storyteller. If you're a VP/CMO job seeker, such is the world we live in. 🟥 PRO TIP: Tell your story to one of your (preferably teenaged) kids and see if they can relate it back to you: beginning, middle, end … Problem / agitate / solve. Ask them if it sounded exciting. If they can't and/or it didn't, you need to go back to the drawing board. Repeat this process until you get it right. 🟥 BONUS TIP: 1./ Upload to ChatGPT the two Robert McKee PDFs linked below, 2./ turn on voice mode, and 3./ ask GPT to listen to your story about the most recent chapter of your career. … Then based on the concepts in the McKee PDFs, have GPT make suggestions as to how your story can be improved. 🟥 As always, I’m here to help in anyway I can. If you need me, please schedule a call. Until then – stay awesome!
I think that people in general can't speak to what they do in an interesting or compelling manner. My husband recently pulled me aside and said - "I'm impressed - you do a great job. And listening to you talk made me so proud of you". It was one of the strangest things to have him do this. He had been sitting in the other room and overheard me take a Zoom call with a potential client. I *LOVE* talking about what our company does. And I do it a lot. So practice makes perfect, right??? It's the same with anything else in life. You've got to practice - especially when it comes to selling yourself for something like a job interview. If you can't sell yourself how is someone to believe that you can sell their product or sell their team on following your lead??? Fantastic advice here to use your family to test your ability to pitch yourself!!
Harry Joiner I’m curious also to hear from HR professionals and CEOs: Would it be appropriate to turn the conversation around and ask the CEO to share their own story of success during the interview? If so, when would be the right time to ask this question? I believe this could demonstrate genuine interest in the CEO’s leadership style and the company’s vision, as well as a readiness to align your contributions with their goals. What do you think? Any advice or perspectives on this approach?
Harry Joiner Great story! It’s not what did the business do, rather, what did you do that drove business results. When I look at LinkedIn profiles, I often think about the context of someone’s accomplishments on their profile. Was success built-in (perhaps they worked at a fast growing, immensely popular company) or did their actions truly drive business results. It’s a humbling question to ask about your own successes in your life, but this context is immensely important for personal growth and a deeper understanding of your own skills and the value you bring to the game.
the foundation of marketing is storytelling. the challenge for marketers is we're not good at telling our own stories. we construct value props and feature/benefits for generating leads and customers, we struggle with tailoring our resumes to communicate our own value to prospective employers. i find a challenge in this is we do research to find out what our ICPs value and how to connect to them. the job descriptions are now a laundry list that include just about everything in marketing, we don't know how to prioritize. i took a recent job post and put it into a word doc and it was 7 pages long and had over 50 bullet points. we're expected to answer that with a 2 page max resume with three bullets each and guess at the ATS keywords. if i could apply for jobs with a CRO landing page that had CTAs after every proposition, i could convert. there's a reason why companies need white glove treatment from people like you. you're practically a concierge.
Executive Marketing B2C + B2B | Delivering $90M+ Growth & 36% Customer Acquisition Gains | Driving Ecommerce & Digital Marketing for Lowe’s, Walmart, Salesforce, Advance Auto Parts & Southern Glazer’s
8moI think it’s an incredibly short sighted perspective from the CEO. If he knew his numbers AND the CEO believed him, but she wasn’t “moved” enough by his story, then she may need to reevaluate her perspective and hiring technique. Yes, i get she is the CEO and can take whatever approach she wants to hiring, but her determining factor was not if he is capable or has the experience to do the job, but more that she wasn’t entertained. I agree storytelling, particularly in a marketing role is important and candidates should be prepared to have a construct to tell that story in an interview (STAR - or whatever variant is preferred), but for me, it sounds like she missed on a great candidate. Sticking with the football analogy, Tom Brady was NOT a high draft pick, he ran like he had a piano on his back (QBs that can move the ball with their arm and legs are valuable), yet he was eventually drafted and became a starter. No need to recount the rest of his story for obvious reasons. This person could’ve been her Tom Brady.