This seems a ridiculous construct – of course we when we are presenting in business we shouldn’t lie. However, look at what is happening in the rest of the world. Kellyanne Conway introduced “alternative facts” into the American political debate to explain lies. Donald Trump rails against the fake media and fake news. It would appear that many people, including leading Republicans, think he lies a lot, and yet half of the American electorate support him. Are we now in a free fall where anything goes? I know this is dangerous territory to wade into, because to paraphrase basketball legend and entrepreneur Michael Jordan, “Republicans also buy sneakers and corporate training”.
Donald Trump wrote in the Art Of the Deal that, “I call it truthful hyperbole. It’s an innocent form of exaggeration – and a very effective form of promotion”. This idea is often linked to German Propaganda Minister Joseph Goebbels quote, “If you repeat a lie often enough, it becomes the truth”.
So when we are presenting, is it allowed to introduce exaggeration? You could answer that question by applying a gauge on the extent of the exaggeration. Is a small exaggeration acceptable or is the line struck such that no exaggerations are allowed? In Japan, at least, I would suggest that no one in business uses any “truthful hyperbole” or “alternative facts”, or exaggeration whatsoever.
This whole focus on fake news has created an audience full of cynics and doubters. We all feel it. Every single day, I receive multiple fake emails and messages trying to get me to click on their attachment, or give them information so that they can rob me. These fakes are getting better and better in sophistication. More and more often, I have to contact the firm they are claiming to be from, to check they actually sent me that email or not. Back in the day, you took your chances outside with highwaymen and pirates. Today the modern era equivalents come over the internet through your email provider. As a consequence, we are all highly tuned up on fakery and dirty dealings.
As a presenter, if we start exaggerating, our audience will doubt not just that point we are making, they will doubt every subsequent word which comes out of our mouth. They will also warn all of their friends and colleagues to be careful of us, because we cannot be trusted, because we are a bold faced liar.
As presenters, recognising that the world is spiralling further and further down, with political discourse peppered with lies, we have to differentiate ourselves or some of this mud will get attached to us as well. The way to do that is to offer proof, evidence, data, statistics, testimonials demonstrations, exhibits etc. If we show a slide with a reference to some data, we need to include the source of that data. Probably 99% of the audience won’t check it, but it doesn’t matter, we have to presume they will all check it and we need our information to be tight. If we make a claim we have to be able to back it up with proof that what we are saying is true. We have to see the audience in front of us as one filled with battle hardened sceptics and supreme doubters and prepare accordingly.
We must also realise this is only going to get worse and that the doubt factor will be applied to more and more of what we say. We have to be very, very careful about making statements which stand on their own. An opinion is fine and we have to flag it as exactly that, an opinion. Every other statement needs to be surrounded by provable evidence.
The key is in the preparation. We have an important message we want to get across. What are the main points we will make and what proof do we offer to back up our claims. That evidence has to be verifiable and cannot be “alternative facts” or “truthful hyperbole” or subtle exaggeration. Depending on the situation we might distribute some additional documents which nominate the sources for what we are saying to head off any doubt arising in the minds of the listeners. As things degrade further, we can be proactive about it, rather than trusting that people will take what we say at face value. As I mentioned earlier with slides, we definitely have to include the references to any data or claims we are making.
“If in doubt leave it out” is always good advice when stitching the presentation together. If I see a slide with a reference to statistics from 2019, I wonder why is the speaker showing such outdated data and why can’t they offer something more credible. Are they cunning, lazy or stupid? Now, both their point and they themselves are firmly placed in my “highly doubtful box”.
In Japan, by the way, official government statistics are usually three years out of date. What should be an official, reliable source of information is made dubious by its antiquity. We have to be very careful about claims we make and the proof we offer to back them up. As usual, the Americans are leading the way for the rest of the world to become highly sceptical about what we are all being told. This pungent mud can stick to us as presenters too, no matter where we are located.
Tell the truth, back up what you say with verifiable data and avoid “alternative facts”, “truthful hyperbole” and exaggeration. This is the path forward if we want to be regarded as credible presenters.
