Today's Business Lessons
Do not judge the book
We’ve all heard this line before: “Do not judge the book by its
cover.” What appears on the outside may not necessarily reflect the
content or substance of the inside. They say this applies to people –
but maybe not to honest ones trying to keep the integrity of their name.
It was early evening and I was waiting in the hotel lobby for my turn
to speak at a conference. I saw many gorgeous-looking young girls in
their gowns and dashing young gentlemen in their suits. Compared to
years ago, their apparel looks really good and classy. Those students
having their senior prom have access to some of the most stylish
European, yet very affordable, clothes. I believe digital information
has empowered them to make the distinction between hip and trendy,
versus old and outdated.
In business as in many other fields, physical appearance, (the book
cover) is actually used to judge contents. It may seem superficial. We
may not like it, after all, why should we be judged by our looks? But
it’s the truth.
Here’s the explanation: your appearance is your visual identity. It’s
the link people have to what’s going on in the inside. This is not
fair, but then again, life isn’t fair. If “beauty is only skin deep,”
then why the ever-growing and ever-expanding cosmetics industry? The
reality is that looks have a profound influence on the judgment of a
brand or even a person.
But aren’t we supposed to refrain from judging others? I would argue that we judge others all the time.
Would you go to a dentist with missing teeth?
Would you hire the services of a personal trainer who’s overweight?
Would you listen to a trainer talk on personal growth and excellence,
when he or she arrives late, looks like a slob, and fumbles around with
his notes, acetates and overhead projectors, ignorant of what
PowerPoint is?
Of course we judge people all the time. Social scientists know this
very well. When something looks good and attractive, you and I assign
many other positive attributes to it that essentially doesn’t have
anything to do with looks. Nice packaging makes you assume the cookies must taste good. A beautifully designed
condo lobby makes you assume each unit is equally beautiful. This is the
“Halo Effect.”
It’s the same with people. Your shoes, your clothes, the pen you use,
the watch you wear, the briefcase you carry, your hairstyle, your smile
and even your frown all say something about you, and contribute to the
perception people form about you. So keep in mind this important rule:
You’ll never have a second chance to make a first impression. All it
takes is two seconds for people to judge whether you’re worth their
short-span attention. Once you have their attention, the rest is
contents and delivery.
We’re all guilty of snap judgments based on looks. We’re programmed
to respond better to good-looking people. Most people are biased toward
attractive people. They even win elective positions. But once they do,
they have to deliver. Meanwhile, you start with making yourself look
good while improving your craft. Make sure you deliver quality beyond
your looks, or else there’s no point putting a ribbon around an empty
jar!
You and I are wonderfully created. We shouldn’t allow laziness and timidity to “ugly” it.
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