It’s Not About You … No One Cares

Tony Hsieh of Zappos

Here’s a news flash! When you talk about your company, about your organization or about yourself … NO ONE CARES!

People – your clients, customers, vendors, employees, etc. – only care about the benefit … the value of what you are doing … to them. Your sales, stock value, market share, growth and everything else is driven by the value of what you are doing, and not by your talking about yourself.

Yet, most of the PR industry and most corporations consume interminable time and resources in talking about themselves.

When I interviewed Tony Hsieh – the truly remarkable guy who founded Zappos – for my new book, “Making News in the Digital Era,” this is what he said:

PR used to be about who you say you are. I think today it’s much more important to focus on who you are rather than who you say you are, and that really just comes down to whether every employee is committing to and living the core values of the organization.

Tony is absolutely right. You can talk about yourself until the cows come home. You can slap boring “about” boilerplate at the end of each news release. The reality is – no one cares. It’s what you achieve … the value you bring to the world … that really matters.

Category: Featured, Leadership Principles