A corporate CEO once questioned my suggestion that she prepare bios for each board member and department head in her start-up international company. I never heard from her after submitting this tongue-in-cheek laundry list addressing the issue. I've always wondered which of the reasons for avoiding bios was of concern to her...
REASONS FOR HAVING A
STRONG BIOGRAPHY
Immediate Need
~ Potential clients are
knocking on your door.
~ Potential investors are analyzing your organization.
~ Your
small business lender has requested a comprehensive business plan.
~ A member
of the national media wants to interview you.
Mid-Range Planning
~
Eventually you will need to complete that business plan you've been
thinking about.
~ Clients
are comparing you to a competitor who was recently featured in the
media.
Long-Range Planning
~ You will become successful, and people unknown to you now will want to know about you, so you had better start checking the facts you've already forgotten.
REASONS TO AVOID HAVING
A BIO
~ Your name is
never misspelled, and you are never misquoted.
~
Statistics about you and your business are never cited in error.
~ Your have no
competition, your clients will never ask about the organization's
management.
~ Your primary
investors are very private, and you do not want to disclose any
information.
~ Despite their talent, some principal
employees have weak education, training or experience.
~ You don't need
to impress anyone, and don't care about
any gossip afloat.
WHEN WILL
YOU SEEK AN
EMPOWERING BIO?
~ When incorrect data have been published and widely distributed?
~ When your sales team needs to proclaim your superiority?
~ When someone notices the gap under "Management Team" in your business plan?
WHAT CONSTITUTES A
STRONG BIO?
Whether you are preparing to deliver a single compound-sentence self-introduction, or provide a page-long entry to a professional publication, consider the bios of your peers. What have you enjoyed? What bored you? What makes you curious about the subject? Does one aspect remain memorable, positively? Whether you do the work yourself, or hire a wordsmith, you need to analyze the results in both print and oral presentation. So, listen to yourself read it aloud and then have someone read it to you. Consider including the following desirable elements:.
~
Industry-appropriate vocabulary that does not leave your audience
questioning jargon.
~
Warmth, even humor, without
self-deprecation.
~ Short, clear
sentences. Strong verb clauses that don't rely on "very" and
"really."
~ Highlight of a
unique quality and/or pertinent skill.
~ Mention of an
outstanding award or special recognition.
Whether you are in business or not, consider when
it might be useful to have a bio
at the ready:
~
You need an introduction for a large
gathering of friends or colleagues.
~
Your industry is honoring your successful
career.
~
Your family and friends need to prepare
your eulogy.