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Jamie Siminoff, founder of Ring, faced a similar fate when he pitched his video doorbell company on Shark Tank. Despite strong early sales and traction, the Sharks passed on the opportunity to invest in Ring. Siminoff’s pitch was influenced by his body language, vocal modulation, and pitch, which undermining his credibility. His first cue, a question inflection, signaled low confidence and insecurity, and his second cue, “Here to pitch,” reinforced his lack of confidence. Canadian entrepreneur Robert Herjavec gave Siminoff a fake smile, which should have signaled him to change tack, but it didn’t. Siminoff’s pitch eventually turned in his favor, as he asked questions about market size and pricing. Despite the success of Ring, Siminoff’s pitch was nearly derailed by a single bad pitch on Shark Tank. Siminoff’s pitch to the Shark Tank was a failure due to his lack of attention to cues. Cuban’s mouth shrug, a nonverbal cue, signaled disbelief or doubt, which Siminoff missed. Siminoff’s own cues, such as a one-sided shoulder shrug and a deep swallow, further undermined his confidence. Siminoff’s halt cue, which added an out-of-place pause in the middle of a sentence, also weakened his credibility. Siminoff’s focus on content and not enough cues ultimately led to his pitch being scuttled and sent home empty-handed.
Aspiring leaders, ambitious professionals, and entrepreneurs like Siminoff often miss the right signals and are unaware of the signals being sent to them. They lack the ability to share their ideas persuasively, prove their worth, and leave meetings feeling as if it went poorly. Hundreds of subtle signals are being sent to entrepreneurs, and Siminoff’s failure as a communicator ultimately led to his failure.
A study from Princeton University found that highly charismatic, likable, and compelling people demonstrate a special blend of two traits: warmth and competence. These traits account for 82% of our impressions of others, and they are essential for effective communication. Highly charismatic people exhibit the perfect blend of warmth and competence, signaling trust and credibility. They are friendly, smart, impressive, and collaborative, earning respect and admiration. However, most people have an imbalance between these two traits, which can lead to social difficulties, missed potential, and miscommunications.
The Charisma Scale helps map communication, and determining where you fall on the scale can help you identify your strengths and weaknesses. High warmth indicates a strong desire to be liked, which can be beneficial but can also be challenging. It is essential to strike a balance between warmth and competence to maintain a positive and successful communication style. A person’s warmth and competence can impact their ability to pitch ideas and build rapport. This type of person may have good relationships with colleagues but struggle to pitch their ideas or feel underappreciated for their hard work. High competence, on the other hand, involves a strong desire to be seen as capable and impressive, but may have a harder time building rapport. High competence can be seen as smart but not always approachable, dependent but not always collaborative, and important but not always kind. People may be intimidated by a person’s competence, making them difficult to work with teams and clients.
Highly competent people often partner with highly warm individuals to balance them out, as seen in famous duos like Captain Kirk and Spock, Warren Buffett and Charlie Munger, Ernie and Bert, and Sherlock Holmes and Dr. Watson. However, the Danger Zone is where a person ranks low in both warmth and competence, which can lead to being overlooked, dismissed, pitied, and undervalued. To avoid this, it is essential to send the right charisma and warmth cues in a pitch, as well as to be aware of the potential negative consequences of low competence and warmth.
In 1498, Leonardo da Vinci painted The Last Supper, depicting Christ’s final meal with his twelve apostles before he finds out he has been betrayed by Judas. The painting hid nonverbal cues in plain sight, such as Christ’s hands, which are open and palms facing down, which are universal cues of openness and trust. The palm up cue is a high warmth cue, best used when promoting collaboration and openness. The palm down cue is a high competence cue, best used when giving directives or instructions in situations without questions or feedback. Christ’s overall posture is the most expansive pose of any figure in the painting, signaling his outsize importance and competence. Some apostles use expansion cues without head tilts or head tilts without expansion cues, but Christ is the only figure with the perfect balance of cues, making him both highly competent and warm.
Judas, the apostle who betrays Christ, has the most contracted pose, showing a blocking cue with his arm in front of his torso. This clever way for da Vinci to signal Judas’s guilt, as he is completely open and not blocking our view of him. A person guilty of a crime is more likely to feel the need to nonverbally protect themselves by blocking, as seen in the painting “Judas.” This distancing cue signals betrayal and shame, while a fist clenches his right palm, indicating concealment. Cues, like the Danger Zone of the Charisma Scale, are hardwired to provide hidden meanings and clarity in real-life interactions. Our brains are hardwired to look for hidden meanings in cues, providing us with additional social information. This secret superpower is often left untapped, as our brains have dedicated neural tools for handling and managing social signals. While our lizard brain is skilled at picking up social cues, our human brain often struggles to make sense of everything.
Culturally, language is often emphasized as communication, leading to a decline in cue decoding skills. Cues remain one of the most powerful communication mechanisms we have.
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