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TAKE A LESSON FROM MUHAMMAD ALI AND ME—KNOW WHEN TO BRAG

Noise versus Substance versus Chemistry

 

 

 

 

 

I remember when Muhammad Ali was claiming that he was the greatest. He didn’t quibble. He stated in absolute terms that he was the greatest. Fortunately, he proved that he was, or he might have gone down as someone who was delusional. It’s interesting to note, now that those days are history, that he set himself up for a situation that demanded that he prove himself, and he did. I think he set the bar high for himself on purpose. I know I do.

I can often be heard saying that my next project is going to be huge and that it will be a tremendous success. Why? First, I have confidence that it will be. Second, I know I have to live up to my own expectations. When you announce something publicly for the world to hear, you’d better be right or the day of reckoning won’t be sweet. I don’t have to worry about that so much any more, but my standards are such that I give everything the same amount of effort as if it was my first big deal. Plus, announcing a new project always gets my adrenalin flowing.

These public announcements aren’t bragging—I simply state the facts. The fact is my buildings are the best. That’s why they sell out, very often before they’re even built. Trump buildings get higher prices per square foot because they aren’t just a brand name, but a luxury brand name. People know what they’re getting. The buildings are in demand. Why should I have false modesty when it’s false? The same goes for you. If you have something to be proud of and you can back up your claims, then go for it. Let people know. There’s no reason to be coy about great accomplishments.

Marketing today requires that we grab the customer’s attention. It can make or break a business. I do most of my own public relations because I know how to advertise my own brand. If you have a product or service, learn to do the same. It will save you time and money. If you don’t believe in your product and can’t talk it up, who will? When people say, “that’s not my style,” I can understand up to a certain point, but my initial reaction is that maybe they’re not too confident about the quality of their work.

I had a young guy come in who had a remarkable background, but he was so self-effacing that I started to believe his attitude more than his accomplishments. I ended up not hiring him because of the dampening effect of his attitude. If he had been a bit more upbeat, I would have been more apt to believe in him. Note what I said—I believed him, but I didn’t believe in him. His attitude overshadowed his qualifications. I don’t need to hear someone bragging to be impressed, but someone who is obliterating his own chances seems like a loser to me. I don’t want him on my team.

When you go out for interviews, keep that in mind. There’s a fine line you have to draw. You may be interviewing with someone who is low key. That’s good, keep that in mind. Most people will be able to recognize substance when they see it, but chemistry can’t be ruled out either. The young man I mentioned earlier will be a good fit—somewhere else. I have no doubt about it. Remember that sometimes it’s just a matter of being on the same wavelength—that old but true fact of personal chemistry. It’s an unspoken dynamic that even noise—or substance—can’t overrule. It’s there or it’s not.