Think about a company or organization to which you are a frequent and loyal customer. What makes you return? What makes you talk about it to other people? Please answer in the comments!

In this week’s video blog, I bring some clarity to the idea of customer loyalty, and challenge you to come up with your own examples. So often, it’s the experience a business creates for us that make us come back. So start creating an image in your own mind of what makes you a repeat customer to some of your favorites, and make a plan to emulate that in your own business.

For three days last week I heard (and experienced) over 100 leaders speaking to an audience of 11,000 – including a couple dozen Senators and Representatives, Presidential candidates, authors, celebrities, and news anchors. (Most of the videos are available here.) It was an amazing experience at CPAC. This post is purely about the insights from this total speaking immersion – not the politics. What can we learn from the experience each person created for the audience? How did these folks handle the pressure? And what is the penalty when using the teleprompter as a crutch? (I sat in line with a teleprompter every day, and observed closely.)

• Best speaker – Senator Marco Rubio from Florida. If this was a contest he’d win in a walk. Most inspirational, funny yet fiery, didn’t even use notes, let alone a teleprompter. Powerful messaging as well as congruent and confident behavior. My guess is he will be in the White House some day, other things being equal.

• Biggest lesson – Don’t read speeches. Period. It is best by far to know your material and refer to notes. If you have to have a script, know it so well you can just refer to it. And if you have to use the teleprompter, learn to use it well. It amazes me how few people learn this skill. And one of those who does use it well is…

• Biggest Rock Star – Governor Sarah Palin packed the house, and she was the last speaker after three long days of just listening to speakers! And she didn’t disappoint this crowd who were her people – raucous continuous applause. Her message was not new, but was powerfully delivered. As stated earlier, she used the teleprompter very professionally – about the best I’ve seen. When she was done, thousands of people hovered trying to get an autograph, or even a glimpse, for a good 30 minutes.

• Worst speaker – hate to point out a worst, but it is worth the lesson. Florida Governor Rick Scott’s reputation preceded him as he accomplished a huge upset to get elected in 2010, so I was surprised at how poor a communicator. One of the worst examples of reading a speech (and this by teleprompter) as he spoke in a monotone. I’m sure he didn’t mean to give the air of arrogance with his head tilted up, but he did. I was surprised he got elected communicating like that. But then, he probably doesn’t communicate like that every day – but then why become mechanical on the biggest stage. Such a waste.

• The three GOP primary candidates who were there:
  • Senator Rick Santorum was most passionate with a clear message. He rarely referred to his script – he knew his content and was energetic with good eye communication to the audience (interesting, as this is his major weakness in interviews and one-on-one communications). Clever to have his entire family on stage behind him for the whole speech.
  • Speaker Newt Gingrich is probably the most gifted extemporaneous speaker of the three, particularly with glibness sprinkled with surprise. He can wander but he stayed on message at CPAC, effectively proposing his stump speech points.
  • Governor Mitt Romney was weakest. He used the teleprompter pretty well, but he was mechanical, and became cadenced which felt inauthentic. (Teleprompter reading tends to encourage repetitive cadence.) And even while forceful he was held back – he always seems to be playing the role of running for President.

This post is too long anyway, so I’ll pause for the key point here, and then if you want you can go on and read some notes on the many other speakers – most good, some not so. But either way…

• Don’t think because you say the words, people will get them. A speech is not about information as much as it is about the experience – the communication experience the listener has with you for the entire time of your communication.

Sure, the experience includes the messaging, but it doesn’t matter how great your messaging is if you get in the way. People can tune out speakers in a few minutes if not seconds, and we tend to ignore this fact at our peril. The unconscious cues – and there are dozens of key ones – go a long way at getting our message across – or not. Spend three days listening to hundreds of different communication experiences like I just did, and it will be even clearer.

_____________________________________

Notes on some of the other notable speakers at CPAC:

Governor Mike Huckabee - no teleprompter, excellent and funny. Candor, fire. Why don’t all speakers look at Huckabee and Rubio and channel them.

Governor Bobby Jindal – great presentation with facts. Reeled off his Louisiana accomplishments, but with fire and energy and no arrogance. This is not the Bobby Jindal who did so poorly in making the State of the Union rebuttal in 2009.

Jay Sekulow – strong and straight. Fiery also.

Governor Bob McDonnell – no teleprompter, and he walked the stage! Surprisingly the only one to do this, and he was very effective. Also told stories,  and forceful.

Carly Fiorina – excellent, and so much better than as CEO at HP. No teleprompter, and used a script well as reference.

Ann Coulter – funny we expected, and she was. Also outrageous, as she could only get away with. I was impressed that after her start she did have a message, not just comedy.

Laura Ingraham – good like Coulter. Used a pen with script – seeming to mark things off as she went along. She wasn’t of course, but it was an interesting, and effective, technique.

Al Cardenas – Dynamic content from this head of the convention. He is a very rough hewn, high energy guy as we saw in several introductions and spontaneous communications. But when he gave his primary keynote speech, he reverted to the teleprompter, and his energy seemed to be sucked from him – he just flattened out.

Senator Jim Demint – Knew his message and delivered it well, no notes. Conversational but not casual.

Senator Mitch McConnell – Minority leader was OK, comfortable, but the teleprompter also made him static. Lost emphasis.

Congresswoman Michelle Bachman – One of the best users of the teleprompter and OK. But have seen her better in her stump speech, coming from the heart.

Congressman Jim Jordan – not as well known, but he will be. He had a small paper with notes, and didn’t need them. He was powerful, informal (no jacket) but focused. Strong message.

Speaker John Boehner – used teleprompter badly. Audience liked his message, including him tearing up once, but he became mechanical in reading.

Governor Rick Perry – best I’ve seen him. Fiery, with notes that he didn’t use. Spoke from the heart, pauses, didn’t forget anything. Not the Rick Perry of the early debates.

In Summary: When you speak from the stage, or anytime you speak and it’s important that you influence, be highly energetic. Don’t think your words will carry your message. The total communication experience will carry your message – or kill it.

Take a look and see how you can incorporate this idea in to your next opportunity.

We have seen the fall of giants, as well as the sleaze of some we have never heard of. Just put these names together: Sandusky, Paterno, McQueary, Cain, Bialek, White, Fine, Boeheim, Sheen, Weiner and the list could go on and on to include CEO’s, politicians, Trustees, and celebrities. We name some of them in our Worst list, but we do not get into those tainted by the many sexual abuse cases that have reared their ugly heads in the last few months. Too much “he said, she said” and outright lying – we really yearn for those we can hear, trust, and follow. So here they are – on the Best list:

The 10 Best

1. Steve Jobs – perhaps the communicator of the decade, or century.

Steve Jobs was the rare one who created and developed vision, communicated it clearly and colorfully, and then led to completion. He has been on our Best list four times, was #1 in 2005, and presented his iconic intro of the iPhone in 2007. He not only transformed technology and the way we live, but he also transformed the way business communicates. Renowned for his Apple product introductions he moved the word “rock star” into the business world. For CEO’s, speaking will never be the same. No more Death by PowerPoint – he just used a few visuals, and then spoke from the heart. Well rehearsed, but real – authentic, and always with a message. Perhaps his greatest “speech” was at the Stanford University commencement in 2005. His message continues to echo and be a model for not only business, but the larger world. We will miss him.

2. Howard Schultz – the all around business leader/communicator.

Schultz uses excellent communications to consistently lead Starbucks to success. He began the Starbucks journey in 1987 when he had to convince people to invest and buy at the start, then inspire with vision to grow. Then in 2008 Schultz had to communicate with firmness tough decisions to fire and close stores in turning around Starbucks when they had lost their way. This year he wrote a best seller, Onward, and also we did a blog post on how he elevated his communications to join in national, political and economic dialogue. Always the innovator, now he is visioning a new juice brand with his purchase of Evolution Fresh. All this is the work of a master leader/communicator.

3. Chris Anderson – elevating speech in the TED format.

Founder of the wildly popular TED Talks, Anderson is a visionary who uses speaking and video communication to contribute to the world around him. His ability to verbalize the essence of TED continues to inspire the best and the brightest to participate, leaving viewers with hours of juicy content to imbibe. People are so inspired by the concept that there are independent mini-TED conferences springing up all over the world – and Anderson continues to speak out to support the movement. His challenge to companies to add value when advertising with Ads Worth Spreading is another mark of Chris Anderson as a leader and innovator in the world of communications.

4. Virginia Rometty – communicating on the fast track.

For the last seven years Fortune named Virginia Rometty as one of the top 50 most influential women (#8 this year) – for good reason. This year she became the first female CEO of IBM. And as bright as she was and is, it was largely her communications that elevated her. Leadership is executed through communications, and ‘Ginni’ is likeable, strong, memorable, and connects with large audiences in a very authentic style. She is a natural at incorporating SHARPs in all her communication, and does it skillfully and naturally.  Their stock is at an all time high – and we doubt that it’s a coincidence.

5. Chris Christie – a political poster child for authenticity.

Although it seems like every year now is a political year, this one is a whopper. With Obama already actively campaigning for 2012, over 30! Republican debates, and allegations flying at many of the candidates – who do we believe? Who is authentic? Chris Christie leads the pack – for even his enemies say that he means what he says and says what he means. His manner is direct, often gruff, more often funny. But few question his sincerity, as he is unique in refusing to run in order to finish his job as Governor. Many Republicans wish he was running in the primary, for it’s no coincidence that his communication skills match his ability to get things done in turning around the economy in New Jersey against all political odds. He can persuade public opinion with the best of them.

6. Lady Gaga – speaking out with multi-dimensional creativity.

She’s full of surprises and loves to shock us, but what’s even more surprising is her communication ability. Although Lady Gaga projects a character that’s pretty out there (think meat dress, rotary telephone sticking out of her head, and her new groundbreaking 14’ music video) we can all learn from her creativity. She personifies originality and pushing the edge, and we all need to do a little more of that. Yet when she speaks, she’s articulate. Gaga comes across well beyond her years – poised, confident, and sincere. When interviewed, especially about her Little Monsters (aka fans), her genuine adoration for them is clear, and she becomes again, surprisingly, human. Gaga can own a stage not only with her songs, but also with her goosebump-inducing cadence when delivering a speech.

7. Warren Buffett – years of consistent communications.

It’s been a long time coming – Buffett lands himself on the list for his consistently strong communications over the years. While he is an investor and businessman, the way he speaks and conveys his ideas have made him an icon. He even has spoken on the importance of getting training in speaking! People look to him for wisdom and sage advice. He’s a trusted leader, and known to say what he thinks, even if it’s unexpected and potentially unpopular. Most notably this year, Buffett raised eyebrows with his call for more taxes on the wealthy. And his credibility is supreme, as he was the leader who corralled a bunch of other billionaires to give away their $$$ to charity – leading off with personally donating the largest charitable donation in U.S. history of $31 billion. He puts his money where his mouth is. Although he doesn’t often give long speeches, he’s authentic and powerful when he does, contributing to his long-cultivated reputation as a respected thought-leader.

8. Christine Lagarde – speaking powerfully from the top of the financial world.

She is elegant, stylish and stately – and tough as nails. It’s not a wonder that Christine Lagarde was elected head of the IMF after the Dominick Strauss Kahn scandal. She was the one who could handle the turmoil, and bring direction to this large and important agency. She speaks with clarity and firmness, and in so doing, marks herself as one of the top communicators in the world. She is articulate yet pointed. She knows the facts yet summarizes the key points. She is calm, knowledgeable, measured, and yet forceful in IMF policy in Italy. With one of her most charming and powerful qualities being candor she speaks with firmness and grace, and handles interviews well. She communicates as the leader she is, and if Strauss hadn’t vacated the post she would have ended up leading some other major organization.

9. Morgan Spurlock – high energy and a distinctive style puts him in his own films.

Whether he’s stuffing his face with Big Macs or recruiting sponsors for his own 2011 TED Talk Spurlock’s high energy and distinctive style continues to capture our attention. He puts himself in the middle of his documentaries, like his Academy Award nominated “Super Size Me” where he skillfully walks the line between outlandish and down to earth. Most recently his camera shined a light on movie product placement with “The Greatest Movie Ever Sold.” It’s Spurlock’s pervasive curiosity, grab-a-beer-with-me approachability, and passion that keep us watching and waiting for his next expose.

10. Andy Rooney – a tribute to creating a unique communications experience.

This cranky, prickly mainstay communicator of 60 Minutes was 92 in age, but young in heart and vitality. Andy Rooney continued until his death stating it like it was – as he saw it. In all, he delivered 1,097 commentaries. You might have disagreed, but you would laugh along with him. His energy, forward lean, facial mannerisms and bushy eyebrows made him someone we enjoyed watching and listening to. He made every time we saw and heard him a unique communication experience, and we will miss his witty insights.

The 10 Worst

1. Anthony Weiner – poster child for deceptive communications.

There is a poster child for this year’s theme of deception and evasion that is so pervasive in so many of the worst communicators of 2011. Anthony Weiner was a respected congressman – elected as much by his communications as his deeds. Using that same confident style, he was filled with puffed up outrage when claiming his Twitter account was hacked by someone else showing his lewd photos. Turns out we were the ones to be deceived by his lies, and when he fessed up that it was him who tweeted, he continued to obfuscate, trying to hang on to his office. But he had to hang it up, as his communications this time did him in. He had no apology, in both substance and style. He ultimately resigned in disgrace – because of the photos sure, but just as much because of communications that lacked any degree of humility, credibility and above all leadership. We don’t follow liars very well.

2. Brian Harrison and Bill Stover – Solyndra execs just do not communicate.

It’s never a good idea to NOT communicate when you are under fire, in business as well as in politics and sex scandals. Brevity and effective diversion is one thing, stonewalling is something else. When you take the 5th, you are shoving your communications right slap in the face of the public – unless you perhaps can do it with a smile, or sense of regret. No regret here, as both Harrison and Stover show how closed communications will not further the cause – but will doom it. Such performance reminds us of a few other Worst Communicators we featured here, like Mark McGuire in 2005. Communicating effectively is most critical under the toughest pressure – best to practice before. And it helps to not be guilty…

3. Charlie Sheen – erratic does not pay.

This can’t be a huge surprise for anyone who has watched TV or read the news in the last year. Charlie Sheen lost control and went on a rampage not once, twice, but for a significant portion of 2011. While Sheen has come out saying it was “one weird phase,” his sustained communication faux pas was much more – it was the start of his fall. Following the example of Mel Gibson (#5 on 2010 Worst List), Sheen lost his television role after unleashing a furious rant about his Two and a Half Men producer, and then spun off to rant across the country on a failed tour . As Sheen preached about winning, he was actually failing by becoming a joke. He may be attempting a comeback, but Sheen is a painfully clear example of how erratic communication can destroy a reputation, and perhaps a career.

4. The Murdochs & Ms. Brooks – followers communicate like their leaders.

This motley crew went on the defensive in the wake of their cell phone hacking scandal this year, communicating elusively and trying to get away with as much as possible. Father Rupert’s history of aloofness and arrogance caught up with him this year, especially as he brushed off his apologies to those affected by the hackings. Son Jim spoke most during their parliamentary hearings and found himself hissing like a cornered animal, only further highlighting his deception. To top it off, News Corp staff Rebekah Brooks, when announcing to her News of the World team that they’re jobless due to her mismanagement, spent most of the time talking about her own feelings – unsurprisingly, her staff pushed back on her arrogance. Guilty of bad journalism practices isn’t the only question here – these three are guilty of poor communication.

5. Rick Perry – it’s not just the one miscue, but the overall experience.

Rick Perry had the most publicized communication failure of the year with his brain freeze in remembering his third point in a very public setting. The Rule of Three is good, but you don’t want to say “There are three things…” in advance in a very public forum such as a Presidential Debate unless you know you will remember them. Or have them in your notes. So he could have topped the Worst list with that faux pax along with his early amateurish debate performances, marked by halting mannerisms, jerky style and hostile attacks. But he’s here in the middle because he recovered pretty well, mostly by poking fun at himself. So at least there’s a positive learning point here – the power of humor.

6. Brian Moynihan – not ready for primetime.

Bank of America CEO Moynihan has had several missteps in his first year handling the $billion behemoth, from the $5 debit surcharge to the foreclosure fiasco. And at a time when clear communications and leadership was required, he stumbled, most notably when causing an uproar over his excuse that BofA has a “right to make a profit.” You know you’re in trouble when you’re on a list of CEOs who need to be fired. Business leaders can’t ‘talk’ transparency – they have to live it, and communicate it. Although the returns aren’t in yet, Brian Moynihan has a long way to go to talk straight to re-establish trust with his customers and right the bank that so many feel wronged by.

7. Greg Mortensen – Three Cups of Deceit.

Communications built up the reputation and wallet of this author of the best selling “Three Cups of Tea”. He leveraged that success and began receiving high priced fees for keynote speaking. He actually wasn’t bad – and had a great message to tell about his humanitarian aid for Pakistan women. But that confidence and forward lean style disappeared when he was exposed by “60 Minutes” –  to have lied, and possibly misused charitable funds. Nowhere is guilt more apparent in communicating style than in this clip where he is confronted by a 60 minutes reporter – it’s not just that he is caught off guard, it is his lack of eye communication, hesitation as well as subsequent behavior that shouts “guilty.” He was asked to resign, and this was followed up by an acquaintance writing the book “Three Cups of Deceit” that is outselling the best seller. Character and integrity are the base for the tripod of good communications.

8. The Commissioners: Selig, Goodell and Stern – where leadership requires powerful communicators.

For missing the leadership opportunities in the NBA, NFL and MLB we might dub them the three blind mice – but certainly not the three wise men. Although it wasn’t entirely the fault of David Stern, the NBA Commissioner helped the league lose a couple of months of their multi-billion dollar season this year. Under Bud Selig Major League Baseball lost hundreds of millions in one of the most devastating strikes of any league several years ago. We have no giants at the helm of the big three professional sports leagues  – remember Pete Rozell, Ford Frick, Larry O’brien and Peter Ueberoth, to name a few. They were leaders who communicated, where now we have Roger Goodell of the NFL – he holds himself so meekly we rarely hear of him, but at least he averted a strike. David Stern has been here since 1984 – he’s been around the longest and may be the most offensive communication wise with his arrogance – holds his head high, pompously. Ironically, the healthiest league now is under the worst speaker of the three, Bud Selig, who was #4 on our Worst Communicators list in 2007. He tends to articulate as if his mouth is full of grapes. The Commissioners lead big strong athletes, and they need to be big, strong communicators.

9. Leo Apotheker – a bull in a china shop.

When one of the three key reasons you’re fired as CEO is bad communication, you’re going to make our list. Apotheker was known for going his own way, not communicating a clear vision for HP, not getting consensus and buy-in of his executive board, and standing at the helm as HP’s stock lost nearly half it’s value. The real nail in the coffin may have been his flopped August 18 announcement that HP would kill the Touch Pad and spin off the PC unit, a message that was unclear internally at HP and certainly to customers. Communicating both internally with boards and staff and externally with vision and promise is essential to great leadership. Apotheker fell short and lost a huge opportunity. You can’t be a bull in a china shop without crashing a lot of plates.

10. President Barack Obama – needing to communicate to unite.

The President always appears on the list – sometimes best, sometimes worst – but the bully pulpit is so powerful in America that the communication style and impact of the President has influence far beyond the issues. So it is this year – as Obama, who once led the Best list in 2008, now is the best of the worst. We’ve often blogged on Obama’s failure as a communicator. Here it is not so much deception as evasion – where the promise of Change and Hope was trumpeted from his Bully Pulpit so forcefully that everyone believed. No longer – as leadership from the White House, and from Congress as well, has stalled. Instead of a Presidential vision and message we have political maneuvering and name calling. When we need uniting, we hear dividing. Whether one agrees or disagrees with the politics of the name calling isn’t the point – the learning is that when in a position of power, a leader must trumpet a direction in spite of the circumstances. (And not use a teleprompter to do it.)

We know it, we’ve heard it, and this is one of the big guys behind it. Ron Johnson, while senior VP of retail for Apple, brilliantly created a retail experience that’s unsurpassed. Sure, it’s Apple’s products that make people walk in, but it’s not just the products (if it were, people would buy mostly from discount shops like Target, or online). It’s what he’s done with the Apple Store that recently landed him his new job as CEO of JC Penney.

Reading about Ron in the Harvard Business Review grabbed me (highly recommend you read the article, too). I’m continuously training execs on leadership presence, and a huge aspect of leadership is the experience you create for people around you – so what can we learn from Ron and Apple?

To create a positive experience, it comes down to this (highlights, at least). When you’re interacting with others:

• Are you paying attention to detail? Quick tip: Details make the entire experience. When it’s your meeting, presentation, or even large-scale kickoff, get there early and do some setup. What’s the room temperature? How are the seats arranged?  Has the coffee arrived? If your audience’s experience in the room is better (read less distracting), they can pay more attention to you and your message.

• Are you approachable? Quick tip: Pay attention to your face. Are you someone who has a furrowed brow (scrunched forehead) or frowning neutral face? They can be interpreted as intimidating, even if that’s not what you mean. Think about brightening up with a slight smile.

• Are you connecting? Quick tip: Put down the iPhone for a few minutes (Siri will know you still love her) and hold eye contact throughout the conversation or meeting. It’s very easy to get in the habit of checking the phone or computer screen, but it hurts rapport with those around you.

• Are you listener-focused? Quick tip: Watch your pronouns. Instead of making it all about me and I, think about using us, we, and you. Seems simple, but changes the whole tone of the conversation.

• Do you have a clear point-of-view? Quick tip: The last time you tried to explain your perspective on a project or idea, did you beat around the bush or get long winded? State your position up front, and then support it with all the background and detail. It helps people stay on the same page with you.

Ron Johnson knew that to become a leader in the retail space, Apple had to think differently about the experience they created for their customers. Same goes for us. To be viewed as a leader, you have to think about how you come across and what experience people have when they interact with you.

Try some of these quick tips, and let me know some of your own experiences in the comments.

Yup, we have to talk about it.

At one point or another, everyone blanks when speaking. It could happen in a formal presentation or in a conversation at your kitchen table. But the skilled know how to roll with it. Rick Perry proved that he’s not the most skilled communicator in the pack with his snafu at the Republican Debate (you’ve seen the clip undoubtedly, but just in case, see below!).

First, I felt sorry for the guy, considering we all make mistakes. But then I got to thinking about job interviews. Rick Perry is interviewing for the heaviest job our country has to offer – and against a cast of nominee characters that keep us guessing.

If you or I were sitting in a job interview and asked our top three goals for the position, we’d be expected to rattle them off, no problem. Down to us and a few other qualified candidates, if we blanked, we’d likely be cut. That’s why we’re vilifying Perry – not only did he blank (which yeah, happens), but he didn’t know how to prevent it or handle it once it happened.

Here are some teaching points so you don’t become the next viral joke.

1. Be prepared, properly.

• Around 00:47 in the clip, you can see Perry scrambling on his lectern for notes. Sure he had some papers up there, but clearly, he didn’t have easy-to-read, big bold talking points ready at glance. He may have been prepared, but he wasn’t prepared for a mind blank.
• Even when you’ve rehearsed and know your content, bring up notes in case (we recommend against written out speeches and tons of bullet points in favor of our Decker Grid — 1-3 trigger words on post-its to jog your memory)

2. Being extemporaneous and authentic is NOT the same as shooting from the hip.

• Perry tends to have an, “I’m just going to shoot from the hip and wing it” style (which, maybe his communications staff has encouraged because it makes him accessible). But he has gotten himself in trouble when winging it, and appears a bit like a loose cannon.
• You may get away with winging it occasionally, but you’ll usually come off as scattered and unfocused. At least organize your thoughts beforehand with a pen and post-its (there are insurmountable reasons why this is better than bullets in a Word doc). Bring those notes with you and speak extemporaneously about previously-planned points.

3. Take the content seriously but yourself lightly.

• Perry almost got away with making his snafu a joke, but toward the end of that painful minute, he turned on the defensive. His oops had a tone of, “Yeah, so I forgot. So what? Let’s move on,” instead of some roll off the back, even self-deprecating humor.
• We all make mistakes, so when it happens, keep it light. “Gosh, I’m having one of those days, I’ll take a look and get back to you on it.” Or, “Ron Paul’s cologne is clouding my head up here! Please give me a second to collect myself and I’ll grab that answer for you.”

Please share any of your tips for getting over a mind blank or other snafus you’ve experienced!

Why doesn’t Romney catch on? And why has Cain so quickly climbed the popularity ladder?

These are a couple of key questions that provide important insight as to the value of the debates – perceived authenticity. Perception is in the eye of the beholder.

If the presidency was to be typecast, the perfect candidate is Mitt Romney. He looks good, has great political and business experience, is giving stellar debate performances – but people don’t seem to take to him. Plastic is a word that comes to mind.

I’ve often mentioned that Romney should muss up his hair a little to be real, but that’s just symbolic for doing SOMETHING to appear, and ‘be’, authentic. He DOES look like he’s playing a role. He’s careful and measured. We wish we could see him with more of a ‘forward lean’ – not so posed and ‘nice.’ Bluntness would be refreshing, and way out of character. Yet it would give some important authenticity points.

On the other hand, Herman Cain is almost a polar opposite – blunt, brash and bold. In this recent debate that was his favorite word for his ‘9,9,9’ plan – BOLD. We have no question he means what he says – we do not question his authenticity. And most importantly, he smiles often in his bluntness. We tend to like him. He is authentic. We trust him.

We trust and believe and follow those who are authentic. Authenticity is primarily established by behavior, not by message. But it has everything to do with whether our message will register on the listener (or voter in this case.) It has everything to do with leadership.

Everyone (well, many) wanted Chris Christie to run for President. Why? Because there is no question Chris Christie is a leader. And he is the poster child for authenticity. Many may not like what he says, but they believe what he says. He just endorsed Romney this week. Perhaps Romney hopes that some of his refreshing candor will rub off. It doesn’t work that way. What Romney needs to do is express his own brand of refreshing candor. That would be refreshing.