1. Presentation Inspiration
KineticFuture: Leadership Communications Coaching
The Frank Sinatra Principle
Remember the song sung by Frank Sinatra? "New York New York". "If you can do it there. You
can do it anywhere". (Feel free to sing along!)
The Frank Sinatra principle is about building unassailable credibility. It's getting people to think
"Good grief. If they can do that. They can certainly do this". It's about delivering a Killer Credential
point that demands that people believe that your solution is the best or that you are the very best
or even the only person for the job.
You need a Killer Credential as an essential part of your story. You must answer the often
unspoken question "Oh Yeh? Why should I believe that?"
When I worked for a large, very capable, global PR company I was beaten on a pitch for a
szchophrenia drug campaign by a one women freelancer. Imagine how that felt. And I wondered
why she looked so smug in the bathroom before the pitch. The most important need for the client
was for the consultancy to know the senior doctor consultants in the field. I did my best. I knew
we didn't have the expertise to meet the 'hot need'. I brought in an expert external consultant. I
had a giant brain touring the country. I had the commercial benefits lined up. I built the
relationships ahead of the pitch.
But I was still in a weak position and my competitor knew it. I learned that all she did was walk
into the pitch and put a DVD into the machine. The DVD was a film of all the leading doctors and
consultants my prospective clients wanted to know. And all of them were talking about how they
had worked with my competitor and how they had valued the experience.
You know the result. She had the Killer Credential. And she used it to great effect.
So next time you present your case, pitch for a piece of business or a new budget ask yourself
"What is My Killer Credential?" Think about the Frank Sinatra Principle. And make sure you are
bringing it to life so that it sticks.