convincing | An Entrepreneur's Words to Live By

In today’s business world there is a constant drumbeat for clear communications. And without a doubt, we will find a lack of clear communication at the root of many of the issues that we have with each other. OK, I get it. We need to communicate clearly. But here is something you will not hear as often. There is also a need to simplify our communications. Sometimes we may think we are communicating clearly when in fact the message we are conveying is so convoluted and complicated that our audience gets lost.

I am involved with a venture capital business that screens large numbers of start-up companies in the biotech space as we look for potential investments. One company stands out from the rest – not because of the product it was developing, but because its pitch was so impossible to understand. We have some technical people on our board as well as advisors with whom we work, and no one understood what the pitch was all about. This company used highly technical terminology and language that no one ever hears in day-to-day conversation. I suppose that it is possible that the product could have been an amazing breakthrough in its field. But we will never know because we declined to invest for the simple reason that we could not understand the pitch. Here is an excerpt from the pitch summary.

(XYZ) technology allows RNA to be manufactured using well proven large scale fermentation processes. Prior to (XYZ) manufacturing innovations these large-scale fermentation processes were not viable because of the ubiquitous and unavoidable presence of RNAses (enzymes that break down RNA) in the fermentation process environment. (XYZ) technology sequesters, inside a protein capsid, the RNA as it is produced thus protecting it from RNAse degradation. This protein capsid protects the RNA allowing subsequent isolation and puriﬁcation. There is also a high level of interest in using the protein encapsidated RNA as a delivery mechanism.

The preceding is an extreme illustration of overly complicated communications. But there are countless examples that occur daily to a lesser degree. I used to moderate panel discussions at several apartment industry conferences each year. We talked about many aspects of the business including debt, equity, construction, and operations. Often, we have audience members who are new to the industry. While the subject matter can be complex at times, the bigger problem is all the acronyms that are the plague on our house.

It does not matter whether the communication is written or verbal, we must redouble our efforts to simplify, simplify, simplify. When we write like we speak, we tend to accomplish this objective. And if we think before we speak, it is likely our communication will be understood. Guarding against ego-creep is also in our best interest. We have all seen the pontificators who like to show everyone how smart they are by spouting a bunch of intellectual-sounding mumbo jumbo. Staying humble and being respectful of the audience’s desire to understand what we are communicating should be our guiding principle.

A man or woman of few(er) words conquers rambling purveyors of verbosity every time. Striving for clarity and simplicity in our communications will ensure that we are persuasive and convincing.

This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.

Here is a fascinating subject for all entrepreneurs (and everyone else for that matter). It’s the world of auto-antonyms with a focus on one particular word in the English language. What is an auto-antonym you ask? Don’t worry; you didn’t miss anything in school. Until I looked it up, I had no idea about auto-antonyms, sometimes called a contranym. Simple answer – it’s a word that can mean the opposite of what it appears to mean. Now that the picture is completely confused, let’s focus on the word . . . NO.

“No” seems like a pretty simple word to understand – right? Not so fast. In my world “No” can actually mean “Yes.” Let me explain. Remember when we were kids and we bugged our parents for something? Often times the default answer was “No.” But we became conditioned to realize that “No” could be changed to “Yes.” I remember a trip to Disneyland in Anaheim, California when I was five years old. There was one particular ride that I wanted to try as soon as I hit the park. My parents – in unison – said, “No” (emphasis not added). They reasoned that I was too young. But I continued to harangue them throughout the day and wore them down to the point that before we left the park that afternoon, they finally said, “Yes.” In fact I was too young for the ride and had no clue what to do – one of the attendants had to come and rescue me – but I was victorious in my quest to flip “No” to “Yes.” I guess that was the launch of my persuasive powers on the road to becoming an entrepreneur.

Too often, we hear “No” and accept it as gospel. We interpret the word as a form of rejection; feelings may be hurt, and we may become dejected and deflated. This next statement is very, very important. NO. DOES. NOT. ALWAYS. MEAN. NO. If we simply accept the word for what we think it means then it’s Strike Three and game over. But if we see “No” as the starting point for getting to “Yes,” there’s still a chance for extra innings. And who knows – we might win the game in the bottom of the 12^th!

Entrepreneurs who hear “Yes” when they are told “No” are “No Flippers.” They understand that being told “No” just means that they need to become more persuasive and work harder to build their relationships. By doing so, they increase the odds of flipping the “No” answer to a “Yes” answer. When we are told “No,” we have a chance to zero-in and learn something. If we’re helping someone buy our product or service, it’s imperative that we find out why the other party has declined. By politely asking for feedback we might discover that a minor change in the product or service could result in a totally different outcome. Had we simply accepted the “No” answer, we might not have had the chance to make the tweak that led to a sale. Sometimes we are told “No” not because the other party doesn’t like us or what we are offering, but the timing isn’t right for them. This is where relationship-building is critical. We remain in touch and work to serve the relationship in whatever ways possible while staying in front of the customer in a positive manner. But remember – there’s a fine line between the obnoxious childish whining we did as kids to get our way, and doing what it takes to be in the right place at the right time to serve our customers.

I can’t begin to count the number of times I’ve been told “No” whether it was in raising equity from investors to acquire properties; securing a loan for an acquisition; negotiating the purchase or sale of a property, or trying to hire a particular individual to join our team. Maybe I’m just thickheaded, but when I hear “No,” it’s just a signal to step-up my game.

As entrepreneurs we need to become accomplished “No Flippers.” It may take a while and we will need to be creative, but eventually we’ll get someone to say “Yes.” Maybe it’s the person we have been trying to convince all along, or perhaps it’s someone else. We use the knowledge we gain from hearing “No” to make the changes necessary to get to “Yes” and achieve success.

You can also listen to a weekly audio podcast of my blog. What you hear will be different than what you read in this blog. Subscribe on iTunes or wherever you get your podcasts. You can also click on this link – Click here to listen to Audio Episode 3 – Visually Unimpaired.

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