Understanding the Importance of Performance, Image and Exposure
By Cambridge Who's Who Member and Contributing Author Philip B. Righter
Impact…you know it when you see it. 
In its mathematical form:
Impact = Confidence + Competence + Credibility
To have impact, you must consistently deliver exceptional results by connecting dots and showing how the big picture relates to tactical execution; demonstrate intimate knowledge and expertise of the subject matter while exuding confidence but not arrogance; and maintain your composure and effective management skills through a crisis while presenting information clearly and concisely. The art of charts, interaction and the ability to communicate at all levels of the organization will also come in handy. (Definition derived from “5 Steps to Professional Presence” by Susan Bixler and Lisa Scherrer Dugan)
Impact and “Executive Presence” are concepts that most people can identify but have a hard time describing. If we watched someone with Impact and Executive Presence, what behaviors would we observe? The individual in question would project an image of confidence, competence and credibility.
Each of the three C’s builds upon one another. Confidence is derived from being comfortable with who you are as well as having a working knowledge of the subject matter. Competence is a reflection of how comfortable you are with a particular topic, and you typically display more confidence the more competent you are. Credibility comes when, through your confidence and competence, you are able to deliver what you have committed to. When you are credible, people believe you because your “Say/Do Ratio” is equal- i.e., what you say you are going to do = what you actually do.
You can increase your confidence, competence and credibility by doing the following:
- Consistently deliver exceptional results – Everything starts and ends with the ability to produce exceptional results on a consistent basis.
- Connect the dots – Be a clear thinker who connects the strategic picture to tactical objectives with accountability. Clear thinking is one of the main traits of a growth leader.
- Demonstrate intimate knowledge and expertise – This is where many people can gain their confidence, as expertise is also a growth leader trait. Each of us should develop functional depth on a subject related to our position. You gain this knowledge through varied experiences and a compilation of skills. It is important to realize that you shouldn’t act like you know something when you really don’t. It’s OK to say, “I don’t know” if you commit to finding the answer.
- Exude confidence, not arrogance – Be confident yet humble. Don’t act like you have all the answers and know everything. And do not be prideful, arrogant or boastful. Leaders with impact are open to feedback and opposing points of view.
- Maintain composure – We all have crises and emergencies. Leaders with impact are calm and collected as they manage the issues. In other words, they understand the magnitude of the issue, put emotions into perspective, create an action plan and communicate the issue and plan to stakeholders.
- Present information clearly and concisely – Here there are two equally important concepts: preparing the pitch and delivering the pitch. You must construct your presentation so the message, call for action and next steps are clear and flow well throughout the pitch. This includes the use of charts, colors and graphics. Once you have created the presentation, you must deliver it with the appropriate use of gestures, voice inflection, audience interaction and eye contact.
- Interact and communicate at all levels – Leaders with impact can interact and communicate with exempt, non-exempt and hourly employees. It shouldn’t matter what the person’s title or job responsibilities are. Leaders with impact display respect and consideration to all. This is consistent with the inclusive growth leader trait.
The PIE model (based on “Empowering Yourself – The Organization Game Revealed” by Harvey Coleman) is a framework for success that lays the foundation for personal and professional growth. It comprises performance, image and exposure:
- Performance: This is your entry ticket and reputation-builder. It begins your legacy – the common denominator in the promotion process. It also confirms your ability to take on more responsibility, helping you to stay above the bar as it is continuously raised.
- Image: It is the message that you send before you speak, whether intentional or not. It includes attire, confidence and demeanor, and develops early in your career. Every interaction counts, so make sure that all are positive.
- Exposure: This lets others know of your performance and makes you visible to those who can influence your career. It can be enhanced by a strong network of mentors, bosses and champions. Exposure is a double-edged sword; if you perform well and obtain exposure, you can score a home-run. If you perform poorly and obtain exposure, you can strike out.
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