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Image & Impression
     Management



Andrew L. Urich, J.D.
Puterbaugh Professor of Ethics & Legal Studies
Spears School of Business
Oklahoma State University
aurich@okstate.edu
www.andrewurich.com
www.facebook.com/ProfessorUrich
Image is Everything

“87% of persons losing their jobs or failing to
be promoted were found to have improper work
habits and attitudes rather than insufficient job
skills or knowledge.”
Before Dr. Phil…………….
John Gray
Men are from Mars Women are from Venus

                           Sold over 40 million copies of
                            his books and translated into
                            45 languages.

                           Syndicated column reaches 30
                            million people a week.

                           16 Bestsellers

                           Best selling relationship author
                            of all time

                           Has a television show, board
                            game, and hit the national talk
                            show circuit.
John Gray
 Marriage advice from personal
 experience – he has been married and
 divorced twice.

 B.A. and Master’s in “creative
 intelligence” from the Maharishi
 European Research University.
 (MERU)
Maharishi Mahesh Yogi
John Gray

 Received doctorate in 1982 from
 Columbia Pacific University.
John Gray’s Credentials
              Columbia Pacific University
     Adult Education, Distance-Learning Programs
       Undergraduate and Graduate Programs

CPU students complete independent projects & directed
 readings, and an extensive independent study project
  (thesis or dissertation), guided in a personalized and
           dignified way by a "faculty mentor."
John Gray’s Credentials




   COLUMBIA PACIFIC UNIVERSITY
    ORDERED TO CLOSE PERMANENTLY
   FOR IMMEDIATE RELEASE
    January 13, 2000
   http://www.dca.ca.gov/press_releases/2000113.htm
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9/11
Texas Felony
John M. Gottman, Ph.D.
Why Marriages Succeed or Fail

                       Over 20 years of

                                   research
                      with 2,000   married
                      couples.
                       Ph.D. from University
                         of Wisconsin.

                       Can predict with 94%
                         accuracy whether a
                         marriage will fail.
Reality Check
   Image is a tool of influence
                 Locking the cockpit doors
                 The sales call
                 The mistake
        
            Heuristics

   The story of two students
   Generational Issues

   Who decides who’s right?
        
            Fashionistas
        
            I’m not very good at it
        
            Everything okay in its place
Image as Influence
   Who are you trying to impress?

   What impresses them?
Image is Everything
   Pharmaceutical sales
   Stock market
   Coca Cola
   Spot remover
   Wrinkle Cream
   Pineapple Diet
   Dentist & Doctors
   Your IQ
If “Image is Everything,” why are there so many
exceptions to the rule?

   Tinker Air Force Base

   Microsoft
Image oneok post 9.12
“There are no facts, only
    interpretations.” -Nietzsche
You Have to Believe Nietzsche!!!

Characteristics of individuals who deny that image is reality:
   Insensitivity to one’s environment

   Personal obstinacy

   Desire to place personal needs ahead of
    the organization

   Decreased income
                                                  (footnote 4)
Major Problem 1
Image Limits Careers
 Executive Promotions
       92% of executives agree


 All promotions

 People act like they live in a world of truths
  rather than a world of images.
Major Problem 2
People Have Prejudices
 Do you have any?
Major Problem 2
People Have Prejudices
Major Problem 2
People Have Prejudices
 Do you have any?


 I have some?


 People are pretty comfortable with their
  prejudices

 Opinions and subconscious reactions
Major Problem 3
No One Will Ever Tell You
 Society says that we may not criticize
  appearance, behavior, personal image or
  professionalism, even if that is what’s holding
  you back from success.

 No one will tell you   – even if you ask.

 Socio-economic end….. Let reality be your
  guide
Major Problem 4
We Don’t Want It To Be True
 We pretend it’s not true.
   BMW Experiment


 Sadly, human beings are prejudicial,
  superficial and judgmental.
Major Problem 5
Ultimately We Do Ourselves In
 Career limiting behavior
   Failure to appreciate other’s point of view
   Hurt others’ feelings
   Neglect the importance of networking
   Burn bridges
   Let emotions run away
   Talk too much
 We are a victim of our own personality
Major Problem 6
Communication is Visual & Vocal
   Optimizing your effectiveness
 Where is your        WOW?
               Chicken sandwich
               Don’t just answer the question--IMPRESS

   Dr. Mehrabian: Impact of face to face
    communication
       55% Visual
       38% Vocal
       7% Verbal
Brand Advantage
Brand Development
   Imagine
           Customer focus

 Promise
         A brand is an identifiable entity that makes specific promises of
            value.

   Service
           Aligned with promise

   A brand is an experience
           Brands touch emotions. We make excuses for– and connect
            with our brands.
Valuable Brands
Forbes Magazine

   Apple                     People love their products
   Google                    Simple, straightforward information
   Coca Cola                 It’s an experience
   IBM                       Strong & reliable
   GE                        Tough, smart & efficient
   Intel                     Branded a commodity
       Positive differentiation in the sea of sameness – the key to career success.
   Toyota                    Best built
   Disney                    Ultimate entertainment
   McDonalds                 Consistency
   Amazon                    A better way to get things done
   *
Tom Peters New
“Brand You” World
          “90% of all white collar jobs will
          be reinvented or reconceived in
          the next decade, give or take a
          year or two.”
                        --Tom Peters
Tom Peters
  New “Brand You” World
  “Brand You” World       “Employee” World

 Choose this project      It’s what the boss told
 because it will add to     me to do. (Give me a
 my learning/ because       break.)
 it will s-t-r-e-t-c-h
 me/because it allows
 me to hang with cool
 people.

 Don’t waste a single     Lunch is my business!
  lunch… networking is
  my mantra.

 I AM A ROLODEX           I hate suck-ups.
  MANIAC.
Tom Peters
 New “Brand You” World
“Brand You” World          “Employee” World

 Embrace life.             There’s enough BS
                             that comes your way
                             without asking for
                             more.
 Am (frequently)
                            C’est la vie.
 angry at our
 slowness to change.



 Understand that           I despise all corporate
  “power” only comes         “politicians.”
  to those who grasp it.
   (“Pushy” = Good)
Brand Advantage
   You have a reputation?
       
           How much effort do you put into managing that
           reputation?


   Meetings: Opportunity to impress
       
           Friendly questions & polite questions
       
           Body language
          Saving the choker
          PDAs
Brand Advantage
   You are paid for service NOT for sweat

   Value focus

   Maximize impact, productivity and
    results
Behavior & Attitude
Reading Other People and
Managing Reaction
   People are different you need to
    present differently

   They MUST feel that you understand
    them

   Questions, questions, questions
Attract Attention
   Express my wild side
   Just be myself
   Demonstrate my uniqueness
   Be funky
   Be funny
   Talk a lot
   Be cool
   Talk about things that interest me
   Expose yourself on social media      End
Attract Attention
   Arrive early
   Be positive
   Double check for mistakes
   Be very committed
   Do extra work
   Anticipate needs
   Solve problems
   Be meticulous and thorough
   Be consistent          End
Nouveau
Riche

   Barge in to society
   Faults of commission worse than fault of omission
   Would someone like to sit next to you?
   Put people at ease
   Behave politely, speak distinctly, hear discretely,
    dress demurely, be indispensable, appear committed
Image oneok post 9.12
Attract Attention
   Easy = Bad idea
   Difficult = Good idea

   Make deposits in the goodwill bank
    account
How You See Yourself

              Are you a success or
               a failure?

              What we think of
               ourselves influences
               what others see.
Low Self-Esteem
    (Do you get along with everyone?)

    Rapport problems
    Defensiveness and Resentment
    Decreased performance
    Exhibiting a façade of confidence by being boisterous,
     aggressive and boastful
    Loss of confidence and enthusiasm leads to procrastination
    Seesawing back and forth between extremes
    Mental filter – dwell on single negative detail
    Jumping to conclusions – negative conclusions
    Emotional reasoning – assume negative emotions reflect
     the way things are
External Work Factors
Contributing to Low Self-Esteem

 Autocratic leadership
 Demands of conformity

 Lack of performance feedback
 Rarely asked for opinions
 No praise
 Failure to include people in meetings
 Denigrating of accomplishments
Characteristics of
High Self Esteem
   Bounce back from stress and misfortune
   Courage to take risks
   Challenge the status quo
   Excel in the workplace
   Self-motivation
   Self-awareness
   Ability to manage emotions and impulses
   Empathy – ability to sense how others are feeling
   Social skills – ability to handle emotions of others
   Take time to understand and appreciate people who
    are different from them
Strategies for
    Increasing Self-Esteem
 Don’t beat yourself up
 Listen to the critical voice – identify the source
 Neutralize negative messages
 Don’t compare yourself to others
 Use affirmations
 Make yourself marketable and indispensable
 Live passionately – enthusiasm generates
  energy
 Take care of your mind and body
 Be your own publicist
How the World Sees You

              “The first duty in life is to assume a
              pose. What the second is, no one
                      has yet discovered.”
                        Oscar Wilde




              “90% of people do not practice self-
                        management.”
                        Tom Peters
Exercise
Exercise Summary

   People believe what they see, not what they
    hear.
   What if our picture was up there?
   What others think of us determines our
    success.
   Details? Peacock’s nightmare.
Well-Dressed People
are Perceived As:
 More productive
 Responsible
 Personally acceptable
 Intelligent
 Hardworking
 Taking their job seriously
 Being raised properly
What should You Wear?
 Pick your spot on the dress
 continuum.
 Moderate your personality with your
 attire.
 Cover your faults.
Dress should not cause attention.
     Dress Faux Pas (Men & Women)
   Not Professional (M & W)
   High fashion (M & W)
   Trust store clerks (M & W)
   Confuse attractive with beautiful (W)
   Dress for other women (W)
   Dress too casually (W) (Jacket)
   Too successful to follow the rules (W & M*)
   Worrying about weight (M & W)
   Posture, body language and smiling (M & W)
Attitude and Behavior

                    “If A is a success in life, then:
                             A = x + y + z.”

                            x= Work hard
                             y= Have fun
                      z =Keep your mouth shut



  Albert Einstein
The 5 Most Important Things
     to Remember
1)   Image is reality!

2)   No one will ever tell you if there’s a problem with your
     image.

3)   Like it or not– it’s a “Brand You” world

4)   Your image starts with how you see yourself.

5)   People judge you– but you can influence that
     judgment.
Thank You

       I appreciate your
      time and attention.

     Please keep in touch.
Footnotes

    1 Myers, D. G. (1999). Social Psychology, (6ed). Toronto: McGraw-Hill.
   2 Dunning, David Journal of Personality and Social Psychology December 1999.
   3 Beach, D.P. A Training Program to Improve Work Habits, Attitudes and Values, Journal of Epsilon Pi
    Tau, 8/2/1982, 69.
   4 Bowman, James S. et al., Dress Standards in Government, Review of Public Personnel
    Administration, Jan – April 1992 pgs 35 – 50.


Bibliography
   Johnson, Spencer and Constance Johnson, The One Minute Teacher, William Morrow and Company,
    New York, 1986.
   Johnson, Spencer, Yes or No: The Guide to Better Decisions, Harper Collins, New York, 1992.
   Peters, Tom, The Brand You, Alfred A. Knopf, New York, 1999.
   Molloy, John T., Dress For Success, Warner Books, Inc. New York, 1988.
   Molloy, John T., New Women’s Dress For Success, Warner Books, Inc. New York, 1996.
   Roffer, Robin Fisher, Make a Name for Yourself, Broadway Books, New York, 2000.
   Kouzes, James M. and Barry Z. Posner, Credibility, A Wiley Co. San Francisco, 1993.
   Peters, Tom, The Pursuit of WOW, Random House, New York, 1993.
   Cialdini, Robert B., Influence: Science and Practice, 4th Edition, Allyn and Bacon, Needham Heights, MA,
    2001.
   Weisinger, Hendrie, Emotional Intelligence at Work, A Wiley Co. San Francisco, 1998.
   Seligman, Martin, E.P., Learned Optimism, Simon and Schuster, New York, 1990.
   Golman, Daniel, Emotional Intelligence, Bantam Books, New York, 1995.
   Ailes, Roger, You Are the Message, Doubleday. New York, 1988.
   Conniff, Richard, The Natural History of the Rich: A Field Guide, Norton, New York, 2002.

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Image oneok post 9.12

  • 1. Image & Impression Management Andrew L. Urich, J.D. Puterbaugh Professor of Ethics & Legal Studies Spears School of Business Oklahoma State University aurich@okstate.edu www.andrewurich.com www.facebook.com/ProfessorUrich
  • 2. Image is Everything “87% of persons losing their jobs or failing to be promoted were found to have improper work habits and attitudes rather than insufficient job skills or knowledge.”
  • 4. John Gray Men are from Mars Women are from Venus  Sold over 40 million copies of his books and translated into 45 languages.  Syndicated column reaches 30 million people a week.  16 Bestsellers  Best selling relationship author of all time  Has a television show, board game, and hit the national talk show circuit.
  • 5. John Gray  Marriage advice from personal experience – he has been married and divorced twice.  B.A. and Master’s in “creative intelligence” from the Maharishi European Research University. (MERU)
  • 7. John Gray  Received doctorate in 1982 from Columbia Pacific University.
  • 8. John Gray’s Credentials Columbia Pacific University Adult Education, Distance-Learning Programs Undergraduate and Graduate Programs CPU students complete independent projects & directed readings, and an extensive independent study project (thesis or dissertation), guided in a personalized and dignified way by a "faculty mentor."
  • 9. John Gray’s Credentials  COLUMBIA PACIFIC UNIVERSITY ORDERED TO CLOSE PERMANENTLY  FOR IMMEDIATE RELEASE January 13, 2000  http://www.dca.ca.gov/press_releases/2000113.htm
  • 10. Don’t want to read John Gary’s books? NEW 30-Day Men's Wellness Solution SKU: 8004-S NEW 30-Day Men's Wellness Solution- 5 Item Dietary Supplement Set for MEN - 8004-S - SHIP TO USA ONLY (Call 877-JohnGray) Market Price: $179.95 Our Price: $175.00, save 2% 9/11 Texas Felony
  • 11. John M. Gottman, Ph.D. Why Marriages Succeed or Fail  Over 20 years of research with 2,000 married couples.  Ph.D. from University of Wisconsin.  Can predict with 94% accuracy whether a marriage will fail.
  • 12. Reality Check  Image is a tool of influence  Locking the cockpit doors  The sales call  The mistake  Heuristics  The story of two students  Generational Issues  Who decides who’s right?  Fashionistas  I’m not very good at it  Everything okay in its place
  • 13. Image as Influence  Who are you trying to impress?  What impresses them?
  • 14. Image is Everything  Pharmaceutical sales  Stock market  Coca Cola  Spot remover  Wrinkle Cream  Pineapple Diet  Dentist & Doctors  Your IQ
  • 15. If “Image is Everything,” why are there so many exceptions to the rule?  Tinker Air Force Base  Microsoft
  • 17. “There are no facts, only interpretations.” -Nietzsche You Have to Believe Nietzsche!!! Characteristics of individuals who deny that image is reality:  Insensitivity to one’s environment  Personal obstinacy  Desire to place personal needs ahead of the organization  Decreased income (footnote 4)
  • 18. Major Problem 1 Image Limits Careers  Executive Promotions  92% of executives agree  All promotions  People act like they live in a world of truths rather than a world of images.
  • 19. Major Problem 2 People Have Prejudices  Do you have any?
  • 20. Major Problem 2 People Have Prejudices
  • 21. Major Problem 2 People Have Prejudices  Do you have any?  I have some?  People are pretty comfortable with their prejudices  Opinions and subconscious reactions
  • 22. Major Problem 3 No One Will Ever Tell You  Society says that we may not criticize appearance, behavior, personal image or professionalism, even if that is what’s holding you back from success.  No one will tell you – even if you ask.  Socio-economic end….. Let reality be your guide
  • 23. Major Problem 4 We Don’t Want It To Be True  We pretend it’s not true.  BMW Experiment  Sadly, human beings are prejudicial, superficial and judgmental.
  • 24. Major Problem 5 Ultimately We Do Ourselves In  Career limiting behavior  Failure to appreciate other’s point of view  Hurt others’ feelings  Neglect the importance of networking  Burn bridges  Let emotions run away  Talk too much  We are a victim of our own personality
  • 25. Major Problem 6 Communication is Visual & Vocal  Optimizing your effectiveness  Where is your WOW?  Chicken sandwich  Don’t just answer the question--IMPRESS  Dr. Mehrabian: Impact of face to face communication  55% Visual  38% Vocal  7% Verbal
  • 27. Brand Development  Imagine  Customer focus  Promise  A brand is an identifiable entity that makes specific promises of value.  Service  Aligned with promise  A brand is an experience  Brands touch emotions. We make excuses for– and connect with our brands.
  • 28. Valuable Brands Forbes Magazine  Apple People love their products  Google Simple, straightforward information  Coca Cola It’s an experience  IBM Strong & reliable  GE Tough, smart & efficient  Intel Branded a commodity  Positive differentiation in the sea of sameness – the key to career success.  Toyota Best built  Disney Ultimate entertainment  McDonalds Consistency  Amazon A better way to get things done  *
  • 29. Tom Peters New “Brand You” World “90% of all white collar jobs will be reinvented or reconceived in the next decade, give or take a year or two.” --Tom Peters
  • 30. Tom Peters New “Brand You” World “Brand You” World “Employee” World  Choose this project  It’s what the boss told because it will add to me to do. (Give me a my learning/ because break.) it will s-t-r-e-t-c-h me/because it allows me to hang with cool people.  Don’t waste a single  Lunch is my business! lunch… networking is my mantra.  I AM A ROLODEX  I hate suck-ups. MANIAC.
  • 31. Tom Peters New “Brand You” World “Brand You” World “Employee” World  Embrace life.  There’s enough BS that comes your way without asking for more.  Am (frequently)  C’est la vie. angry at our slowness to change.  Understand that  I despise all corporate “power” only comes “politicians.” to those who grasp it. (“Pushy” = Good)
  • 32. Brand Advantage  You have a reputation?  How much effort do you put into managing that reputation?  Meetings: Opportunity to impress  Friendly questions & polite questions  Body language  Saving the choker  PDAs
  • 33. Brand Advantage  You are paid for service NOT for sweat  Value focus  Maximize impact, productivity and results
  • 35. Reading Other People and Managing Reaction  People are different you need to present differently  They MUST feel that you understand them  Questions, questions, questions
  • 36. Attract Attention  Express my wild side  Just be myself  Demonstrate my uniqueness  Be funky  Be funny  Talk a lot  Be cool  Talk about things that interest me  Expose yourself on social media End
  • 37. Attract Attention  Arrive early  Be positive  Double check for mistakes  Be very committed  Do extra work  Anticipate needs  Solve problems  Be meticulous and thorough  Be consistent End
  • 38. Nouveau Riche  Barge in to society  Faults of commission worse than fault of omission  Would someone like to sit next to you?  Put people at ease  Behave politely, speak distinctly, hear discretely, dress demurely, be indispensable, appear committed
  • 40. Attract Attention  Easy = Bad idea  Difficult = Good idea  Make deposits in the goodwill bank account
  • 41. How You See Yourself  Are you a success or a failure?  What we think of ourselves influences what others see.
  • 42. Low Self-Esteem (Do you get along with everyone?) Rapport problems  Defensiveness and Resentment  Decreased performance  Exhibiting a façade of confidence by being boisterous, aggressive and boastful  Loss of confidence and enthusiasm leads to procrastination  Seesawing back and forth between extremes  Mental filter – dwell on single negative detail  Jumping to conclusions – negative conclusions  Emotional reasoning – assume negative emotions reflect the way things are
  • 43. External Work Factors Contributing to Low Self-Esteem  Autocratic leadership  Demands of conformity  Lack of performance feedback  Rarely asked for opinions  No praise  Failure to include people in meetings  Denigrating of accomplishments
  • 44. Characteristics of High Self Esteem  Bounce back from stress and misfortune  Courage to take risks  Challenge the status quo  Excel in the workplace  Self-motivation  Self-awareness  Ability to manage emotions and impulses  Empathy – ability to sense how others are feeling  Social skills – ability to handle emotions of others  Take time to understand and appreciate people who are different from them
  • 45. Strategies for Increasing Self-Esteem  Don’t beat yourself up  Listen to the critical voice – identify the source  Neutralize negative messages  Don’t compare yourself to others  Use affirmations  Make yourself marketable and indispensable  Live passionately – enthusiasm generates energy  Take care of your mind and body  Be your own publicist
  • 46. How the World Sees You “The first duty in life is to assume a pose. What the second is, no one has yet discovered.”  Oscar Wilde “90% of people do not practice self- management.”  Tom Peters
  • 48. Exercise Summary  People believe what they see, not what they hear.  What if our picture was up there?  What others think of us determines our success.  Details? Peacock’s nightmare.
  • 49. Well-Dressed People are Perceived As:  More productive  Responsible  Personally acceptable  Intelligent  Hardworking  Taking their job seriously  Being raised properly
  • 50. What should You Wear?  Pick your spot on the dress continuum.  Moderate your personality with your attire.  Cover your faults.
  • 51. Dress should not cause attention. Dress Faux Pas (Men & Women)  Not Professional (M & W)  High fashion (M & W)  Trust store clerks (M & W)  Confuse attractive with beautiful (W)  Dress for other women (W)  Dress too casually (W) (Jacket)  Too successful to follow the rules (W & M*)  Worrying about weight (M & W)  Posture, body language and smiling (M & W)
  • 52. Attitude and Behavior “If A is a success in life, then: A = x + y + z.” x= Work hard y= Have fun z =Keep your mouth shut Albert Einstein
  • 53. The 5 Most Important Things to Remember 1) Image is reality! 2) No one will ever tell you if there’s a problem with your image. 3) Like it or not– it’s a “Brand You” world 4) Your image starts with how you see yourself. 5) People judge you– but you can influence that judgment.
  • 54. Thank You I appreciate your time and attention. Please keep in touch.
  • 55. Footnotes  1 Myers, D. G. (1999). Social Psychology, (6ed). Toronto: McGraw-Hill.  2 Dunning, David Journal of Personality and Social Psychology December 1999.  3 Beach, D.P. A Training Program to Improve Work Habits, Attitudes and Values, Journal of Epsilon Pi Tau, 8/2/1982, 69.  4 Bowman, James S. et al., Dress Standards in Government, Review of Public Personnel Administration, Jan – April 1992 pgs 35 – 50. Bibliography  Johnson, Spencer and Constance Johnson, The One Minute Teacher, William Morrow and Company, New York, 1986.  Johnson, Spencer, Yes or No: The Guide to Better Decisions, Harper Collins, New York, 1992.  Peters, Tom, The Brand You, Alfred A. Knopf, New York, 1999.  Molloy, John T., Dress For Success, Warner Books, Inc. New York, 1988.  Molloy, John T., New Women’s Dress For Success, Warner Books, Inc. New York, 1996.  Roffer, Robin Fisher, Make a Name for Yourself, Broadway Books, New York, 2000.  Kouzes, James M. and Barry Z. Posner, Credibility, A Wiley Co. San Francisco, 1993.  Peters, Tom, The Pursuit of WOW, Random House, New York, 1993.  Cialdini, Robert B., Influence: Science and Practice, 4th Edition, Allyn and Bacon, Needham Heights, MA, 2001.  Weisinger, Hendrie, Emotional Intelligence at Work, A Wiley Co. San Francisco, 1998.  Seligman, Martin, E.P., Learned Optimism, Simon and Schuster, New York, 1990.  Golman, Daniel, Emotional Intelligence, Bantam Books, New York, 1995.  Ailes, Roger, You Are the Message, Doubleday. New York, 1988.  Conniff, Richard, The Natural History of the Rich: A Field Guide, Norton, New York, 2002.

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