A Powerful Phrase for Marketers to Use When Talking to Their CEO
The following advice is for both in-house marketing department leads and marketing agencies. In both cases, their client is the CEO.
In meetings with the CEO, have you ever answered “I don’t know” to a question?
Earlier in my career, I know I have. If I didn’t have a stat or estimate right in front of me, it was the most honest answer.
Honesty is the best policy, right?
Yes, but…
In recent years, I’ve found it’s most effective to imply not knowing the answer, while simultaneously signaling that I’m an eager foot soldier on the hunt for facts and the best math possible in the moment.
I did this — and you can, too — by simply replacing “I don’t know” with “I will find out.”
‘I don’t know’ should not be in your vocabulary if you’re an in-house marketing chief — or an agency.
Some reading this might think I’m being too finicky with how I parse this. That’s fair. After all, one can reply to a CEO with a very quick “I don’t know,” followed immediately by “But I will find out,” with much more emphasis on the latter phrase.
But why risk having a CEO question your expertise by including “I don’t know” when “I will find out” both says the same thing and shows your initiative — emphasizing your part in the “story” that’s moving toward a conclusion (ie, solving your executive’s problem or pain point)?
Now take it to the next level.
Pivoting to “I will find out” gives you the freedom to add a deadline after this phrase based on your CEO’s level of urgency. Does he or she look like they wanted the answer “yesterday”? Then give a deadline of an hour or two; if your meeting is in the afternoon, say you’ll let him/her know by the end of the day. If he/she seems less urgent, then offer a deadline of any day in the future at your discretion.
Use this example to explore what else you can revise in how you speak to your client.
The business press continually reaffirms that our words have power. When we consider this, along with needing to compete with lower-cost talent (not to mention AI), it’s imperative that we place as much emphasis on efficiency and driving toward a solution in how we speak as we do in how we perform.
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