The Elephant and the Invisible Man

A friend’s daughter is attending the University of San Diego. As a part time job, Karen got an interesting position at the world famous San Diego Zoo where she was helping with the elephants, a great job for a biology major.

You could fill the Grand Canyon with what I don’t know about pachyderms, so when I was invited down to get a private, after hours tour to meet the elephants up close and personal, I knew I just had to go. 

As it happened, one of my San Diego clients needed me at their office for a prep and polish session for an upcoming VC meeting -- a typical consulting assignment for me -- so the timing was set.

At this point you might well ask what elephants -- or an invisible man for that matter -- have to do with marketing, sales and fundraising. Read on . . .

After my arrival at the zoo, before we went out to the elephant pens, we were having a cup of coffee while Karen and a fellow employee were giving me the run-down on this unusual job. It was an entry level job involving -- among other things -- gloves, shovels, pitchforks, buckets and wheelbarrows, but interesting nevertheless.

You could tell that Karen had fallen in love with the job and with Molly, “her” elephant. With every sentence her excitement grew. She talked about how Molly weighed about 200 pounds and stood over 2 feet tall at birth and then loudly exclaimed, “Molly is now three years old and weighs 3,000 pounds!”

She and her colleague almost high-fived each other with this statement. It obviously meant something important to both of them, but to me it didn’t mean a darn thing.

As I hadn't actually met Molly yet, I didn’t know if she was anorexic and as thin-as-a-rail as elephants ever get. Or was this toddler a giant in the making?

For a three-year-old did she only weigh 3,000 pounds, or did she already weigh 3,000 pounds? For lack of a few extra words I was left to draw my own conclusions, and they were 180 degrees out of phase. Svelte Molly, or corpulent Molly?

This parable’s punch line is that in every VC fund raising presentation I have sat through -- and I have sat through hundreds when I was the VP of Entrepreneurial Development at Garage Technology Ventures -- there are usually more than just a few “Molly statements” made . . . statements meaningful to the presenter but not necessarily to the audience.

    “Our RAID disk drives have a 5 millisecond seek time.”

    “We are using Java.”

    “We are Wi-Fi and WiMAX agnostic.”

When I hear “Molly statements” like these I am left with several options. I can smile and nod knowingly, hoping that later statements will clarify any confusion. I can ask a question, perhaps showing my ignorance of the topic. Or, I can draw my own conclusions; and in Molly's case it probably would have been a 50/50 coin flip . . . svelte or corpulent?

Flash back several decades. When I was working for IBM as a sales rep I attended an intensive six week advanced sales training course. 

There, I was given a special gift by a seasoned sales professional whose name I have long forgotten: a 2” high invisible man (see photo).

He lives to this day unobtrusively sitting on my right shoulder. Naturally if I talked directly to him, well . . . you can imagine the consequences; I would be carted away.

But there he sits, listening to everything I say. If he ever hears me say “Molly is now three years old and weighs 3,000 pounds!” he leans over, tugs on my earlobe to get my attention, and whispers in my ear two magical words: “so what?”

The answer to “so what?” almost always points directly to benefits, clarifiers or differentiators which help the listener draw the right conclusions and in the best possible light.

So, through the magic of cloning and the internet, I'm now giving you your own invisible man. Listen to him when he says "so what?"

    “Our RAID disk drives have a 5 millisecond seek time (so what?)
        . . . so they’ll outperform all competitive solutions by at least 40%.”

    “We are using Java (so what?)
        . . . which allows for rapid development and device independence.”

    “We are Wi-Fi and WiMAX agnostic (so what?)
        . . . so our service will work both now and in the future as new standards emerge."

“So what?” is a powerful mindset -- an attitude really -- that should be part of your mental toolkit anytime you are trying to communicate who you are or what you, your product or company does.

    P.S.  Take a close look at Molly’s small ears. That, I learned, is a dead giveaway that she is an Asian elephant. Her larger African counterparts have huge floppy ears that help lower their body temperature by 10 degrees, since the blood circulating in their ears acts exactly like a car’s radiator.  Molly is, in fact, three years old and weighs 3,000 pounds. So what? She is on the right growth path and probably will measure about 9 feet at the shoulder and weigh about 8,500 pounds when fully grown. This was the unspoken third possibility, not svelte or corpulent, but normal and fit!

Comments

[angry birds flash]

hwhticmph, Human growth hormone hgh, WoEoyQX, [url=http://stoutkeeton.com/]Hgh enhancers[/url], tEjvBxq, http://stoutkeeton.com/ Liquid hgh, hgpjwNm, Breast Enhancement, jfdUQSk, [url=http://sjsinfo.net/]Breast enhancement before and after[/url], KUtSJAb, http://sjsinfo.net/ Breast Enhancement, xTQhWiI, Angry birds cake, BsfMkCu, [url=http://theangrybirdsarcade.com/]Angry birds download[/url], mCnJlzH, http://theangrybirdsarcade.com/ angry birds online game, tZslcea, Compare cialis levitra viagra, NDscpKo, [url=http://mycialisadvice.com/]Generic cialis viagra[/url], BNkztOI, http://mycialisadvice.com/ Cialis, lYFusQa, Cheap cialis in uk, OVXikMi, [url=http://honorguard.org/]Cialis eli lilly[/url], SXIaIgS, http://honorguard.org/ Generic cialis vs cialis, trcOfnW, Levitra cheap, cfHSTtp, [url=http://vardenafiledguide.com/]Levitra versus viagra[/url], ClOXSpa, http://vardenafiledguide.com/ Cheap cialis generic levitra viagra, WyjBQCR.

[angry birds flash]

hwhticmph, Human growth hormone hgh, WoEoyQX, [url=http://stoutkeeton.com/]Hgh enhancers[/url], tEjvBxq, http://stoutkeeton.com/ Liquid hgh, hgpjwNm, Breast Enhancement, jfdUQSk, [url=http://sjsinfo.net/]Breast enhancement before and after[/url], KUtSJAb, http://sjsinfo.net/ Breast Enhancement, xTQhWiI, Angry birds cake, BsfMkCu, [url=http://theangrybirdsarcade.com/]Angry birds download[/url], mCnJlzH, http://theangrybirdsarcade.com/ angry birds online game, tZslcea, Compare cialis levitra viagra, NDscpKo, [url=http://mycialisadvice.com/]Generic cialis viagra[/url], BNkztOI, http://mycialisadvice.com/ Cialis, lYFusQa, Cheap cialis in uk, OVXikMi, [url=http://honorguard.org/]Cialis eli lilly[/url], SXIaIgS, http://honorguard.org/ Generic cialis vs cialis, trcOfnW, Levitra cheap, cfHSTtp, [url=http://vardenafiledguide.com/]Levitra versus viagra[/url], ClOXSpa, http://vardenafiledguide.com/ Cheap cialis generic levitra viagra, WyjBQCR.

[Baby pictures]

pfpfycmph, Baby pictures we seldom see, qEYpoEm, [url=http://landscapelink.com/]Both sex baby pictures[/url], LAVwTpN, http://landscapelink.com/ Free cartoon pictures of baby on safari, MtUsMqm.

[Baby pictures]

pfpfycmph, Baby pictures we seldom see, qEYpoEm, [url=http://landscapelink.com/]Both sex baby pictures[/url], LAVwTpN, http://landscapelink.com/ Free cartoon pictures of baby on safari, MtUsMqm.

[angry birds flash]

vcjkvcmph, angry birds games, ErxlWQl, [url=http://angrybirdsplaying.com/]Angry birds pictures[/url], hHCQCox, http://angrybirdsplaying.com/ game angry birds, AjHwhHh.

[angry birds flash]

vcjkvcmph, angry birds games, ErxlWQl, [url=http://angrybirdsplaying.com/]Angry birds pictures[/url], hHCQCox, http://angrybirdsplaying.com/ game angry birds, AjHwhHh.

[Phentermine hcl]

mcgwscmph, Buy phentermine online, QKhlELB, [url=http://www.nebraskatriangle.org/phentermine.html]Buy phentermine online[/url], wvBoDhL, http://www.nebraskatriangle.org/phentermine.html Phentermine online, mpcxyZo.

[Phentermine hcl]

mcgwscmph, Buy phentermine online, QKhlELB, [url=http://www.nebraskatriangle.org/phentermine.html]Buy phentermine online[/url], wvBoDhL, http://www.nebraskatriangle.org/phentermine.html Phentermine online, mpcxyZo.

[Buy genf20 plus]

amysicmph, Generic brands of viagra online, XOXnReX, [url=http://sildenafilbluepill.com/]Best viagra substitute[/url], oWFJYsj, http://sildenafilbluepill.com/ Canadian viagra, czfKody, Human hormone growth, eDWHWlR, [url=http://feedsqueezer.com/]Does genf20 plus work[/url], ugLKJrW, http://feedsqueezer.com/ Genf20 plus height, IOSycbC, India generic cialis, qZVYsWN, [url=http://mycialisadvice.com/]Cialis injury lawyer columbus[/url], hDmhQnb, http://mycialisadvice.com/ Cialis commercial actors list, llCDPmH, Bathmate penis pump canada, KOYgdHa, [url=http://bestpenispump4u.com/]Bathmate problems[/url], nwIxzQE, http://bestpenispump4u.com/ Bathmate in stores, yvdqILh, Cats Pictures, hEIaCbz, [url=http://ratethecat.com/]Cat pictures[/url], wUXMmGd, http://ratethecat.com/ Artic cat atv pictures, fkNFQyX, Breast Enlargement, HUJkAjs, [url=http://shantideva.net/]Breast Enlargement[/url], uxbgAUt, http://shantideva.net/ Breast enlargement indianapolis, dsHgXtk.

[Buy genf20 plus]

amysicmph, Generic brands of viagra online, XOXnReX, [url=http://sildenafilbluepill.com/]Best viagra substitute[/url], oWFJYsj, http://sildenafilbluepill.com/ Canadian viagra, czfKody, Human hormone growth, eDWHWlR, [url=http://feedsqueezer.com/]Does genf20 plus work[/url], ugLKJrW, http://feedsqueezer.com/ Genf20 plus height, IOSycbC, India generic cialis, qZVYsWN, [url=http://mycialisadvice.com/]Cialis injury lawyer columbus[/url], hDmhQnb, http://mycialisadvice.com/ Cialis commercial actors list, llCDPmH, Bathmate penis pump canada, KOYgdHa, [url=http://bestpenispump4u.com/]Bathmate problems[/url], nwIxzQE, http://bestpenispump4u.com/ Bathmate in stores, yvdqILh, Cats Pictures, hEIaCbz, [url=http://ratethecat.com/]Cat pictures[/url], wUXMmGd, http://ratethecat.com/ Artic cat atv pictures, fkNFQyX, Breast Enlargement, HUJkAjs, [url=http://shantideva.net/]Breast Enlargement[/url], uxbgAUt, http://shantideva.net/ Breast enlargement indianapolis, dsHgXtk.

[Free viagra without prescription]

awskkcmph, Viagra increases penis size, WnFQnsi, [url=http://sildenafilbluepill.com/]Viagra and alcol[/url], RVVCOHe, http://sildenafilbluepill.com/ Viagra alternative, UVuYawy.

[Free viagra without prescription]

awskkcmph, Viagra increases penis size, WnFQnsi, [url=http://sildenafilbluepill.com/]Viagra and alcol[/url], RVVCOHe, http://sildenafilbluepill.com/ Viagra alternative, UVuYawy.

[Viagra dosage]

uhxvqcmph, Male edging tips on how to edge, CDouRum, [url=http://maleedge4all.com/]Review on the male edge[/url], BIqOScP, http://maleedge4all.com/ How to edge male, SRmYppe, Best viagra substitute, SoURPCN, [url=http://viagrapersonalblog.net/]Buying viagra online[/url], DuKeHHl, http://viagrapersonalblog.net/ Where can i buy generic viagra, emtOgJZ, LiverActive, MdLHYvn, [url=http://liveractiveonline.com/]LiverActive[/url], cvXNfdU, http://liveractiveonline.com/ LiverActive, YGTDdJA, Female viagra tablets cheap, FIsmNLa, [url=http://kapiolaniparkonline.com/]Viagra reviews[/url], bIrduja, http://kapiolaniparkonline.com/ Viagra on line, LzzvYgD, Sildenafil citrate viagra, ROJqaMi, [url=http://www.onlinemedsreview.com/ViewMedInfo_33829.html]Consumer recommendations on buying sildenafil citrate online[/url], IeJfbEF, http://www.onlinemedsreview.com/ViewMedInfo_33829.html Sildenafil citrate paypal, fuOGkFZ, Phentermine, imogYsF, [url=http://www.finepills.com/]Cheap phentermine[/url], WKwdvTA, http://www.finepills.com/ Compare phentermine prices us licensed pharmacies, ckDtJHV.

[LiverActive]

dckexcmph, LiverActive, NeyVgUf, [url=http://liveractiveonline.com/]LiverActive[/url], mVYyIAF, http://liveractiveonline.com/ LiverActive, gLQTMEC.

[Can allopurinol pills be crushed]

eknfscmph, Allopurinol side effects, OooaLws, [url=http://www.allopurinolpharm.com/]Allopurinol side[/url], AdraMTf, http://www.allopurinolpharm.com/ Changing from allopurinol to ulorick, nYruTvP.

[Can allopurinol pills be crushed]

eknfscmph, Allopurinol side effects, OooaLws, [url=http://www.allopurinolpharm.com/]Allopurinol side[/url], AdraMTf, http://www.allopurinolpharm.com/ Changing from allopurinol to ulorick, nYruTvP.

[Geico car insurance free online quotes]

lhyticmph, Propecia male baldness, zdScUOs, [url=http://baratopropecia.com/]Bodice buy propecia comments e-mail name comment [b][/b] - [i][/i] - [u][/u]- [quote][[/url], dpYZrDG, http://baratopropecia.com/ Propecia price, ukAVFiO, Stop Smoking, vvvsZHc, [url=http://stopsmoking-info.org/]Free stop smoking[/url], OeatwHo, http://stopsmoking-info.org/ Best way to stop smoking, UKaNKXh, Pennsylvania car insurance quotes, RHnYZdo, [url=http://carinsurancequotesquestions.net/]Insurance quotes car invoice price canadian[/url], AFoWujr, http://carinsurancequotesquestions.net/ Car Insurance Quotes, RUsbYKZ, Sex toys in india, yuoWaAp, [url=http://altosextoys.com/]Sex toys canada[/url], gWrRejc, http://altosextoys.com/ Cyberskin sex toys, MPOHqgf, Cheap domain hosting registration, smboHRI, [url=http://thecheaphostingzone.org/]Business cheap com hosting site web[/url], XMinVUu, http://thecheaphostingzone.org/ Cheap domain name registration and hosting, vraPgnq, floaters in your eye, hYPRekO, [url=http://besteyefloaterstreatment.com/]eye floaters[/url], oJvMglo, http://besteyefloaterstreatment.com/ eye floaters solution, XShTTdu.

[Italian Charms]

kzklzcmph, 17 Day Diet, emrmgnL, [url=http://www.drphil17daydiet.com/]17 Day Diet[/url], MulIQJu, http://www.drphil17daydiet.com/ Best price for 17 day diet book, xuvCGjL, how to make money online, NDjpeRl, [url=http://www.easycash4life.com]make money online[/url], BbwdsiZ, http://www.easycash4life.com how to make money online, nlAAsOS, Disney italian bracelet charms, MFDILGi, [url=http://www.zoppinishop.it/row/]Italian Charms[/url], Wlwdixp, http://www.zoppinishop.it/row/ Cheap italian charms, AISWYJX, female libido enhancements review, VLMoDHJ, [url=http://www.femalelibidoenhancements.com/]Female Libido Enhancements[/url], kgcVUNS, http://www.femalelibidoenhancements.com/ Female Libido Enhancements, yEtsNwX, Hair Loss, pSiscoR, [url=http://www.laserhairlosscomb.com.au/]Best hair loss natural product[/url], XkWMWUv, http://www.laserhairlosscomb.com.au/ Laser Comb, bdEmGMz, Blu vapor cigarette, XCERaVW, [url=http://watervapor-cigarette.com/]Vapor Cigarette[/url], gnzYUwD, http://watervapor-cigarette.com/ Vapor Cigarette, hsJoMYi.

[Lucky+strike+ash+tray]

vqtzfcmph, Lucky strike bowling phoenix az, ehJseLx, [url=http://luckystrikecigarettes-advice.com/]Lucky strike bowl[/url], hDZKDGG, http://luckystrikecigarettes-advice.com/ Lucky strike bowling alley, htfJdWj.

[floaters in eye]

halpdcmph, Extenze.com, KxvucRn, [url=http://extenzediscountshop.com/]Extenze testimonials[/url], KBVWbem, http://extenzediscountshop.com/ Extenze male enhancement, VZgnWXK, Divx codec, wIVpLXw, [url=http://divx2000.com/]Divx dvd player[/url], SzDvpuu, http://divx2000.com/ Divx dvd player, zbJeTgV, Summer recipes, gbgGKJt, [url=http://recipesquestions.com/]Recipes[/url], npgfOqn, http://recipesquestions.com/ Recipes, soUxinb, Cheap uk hosting, UkFjmYA, [url=http://thecheaphostingzone.org/]Cheap Hosting[/url], JfftTeW, http://thecheaphostingzone.org/ Cheap domain free web hosting, YGcwwIk, eye floaters removal, txuawAs, [url=http://besteyefloaterstreatment.com/]getting rid of eye floaters[/url], jHzvHIh, http://besteyefloaterstreatment.com/ eye problems floaters, Viadnmx, Levitra, vgrMRaS, [url=http://vardenafiledguide.com/]Comparatif viagra cialis levitra[/url], UHjPGfp, http://vardenafiledguide.com/ Levitra, WDXrwdM.

[floaters in eye]

halpdcmph, Extenze.com, KxvucRn, [url=http://extenzediscountshop.com/]Extenze testimonials[/url], KBVWbem, http://extenzediscountshop.com/ Extenze male enhancement, VZgnWXK, Divx codec, wIVpLXw, [url=http://divx2000.com/]Divx dvd player[/url], SzDvpuu, http://divx2000.com/ Divx dvd player, zbJeTgV, Summer recipes, gbgGKJt, [url=http://recipesquestions.com/]Recipes[/url], npgfOqn, http://recipesquestions.com/ Recipes, soUxinb, Cheap uk hosting, UkFjmYA, [url=http://thecheaphostingzone.org/]Cheap Hosting[/url], JfftTeW, http://thecheaphostingzone.org/ Cheap domain free web hosting, YGcwwIk, eye floaters removal, txuawAs, [url=http://besteyefloaterstreatment.com/]getting rid of eye floaters[/url], jHzvHIh, http://besteyefloaterstreatment.com/ eye problems floaters, Viadnmx, Levitra, vgrMRaS, [url=http://vardenafiledguide.com/]Comparatif viagra cialis levitra[/url], UHjPGfp, http://vardenafiledguide.com/ Levitra, WDXrwdM.

[Chemists]

wfzezcmph, Modalert online, LZDEive, [url=http://www.cokercreekgallery.com/new/pages/locate.htm]Modafinil and alcohol[/url], NyUUguu, http://www.cokercreekgallery.com/new/pages/locate.htm Chemist direct, YjpiALX.

[Rara jp kids]

grqjqcmph, Japan kids, DnReUmE, [url=http://kidsabc.info/]Discovery kids[/url], EyQrcXr, http://kidsabc.info/ Kids wagon, fhqwEFW.

[Cialis viagra]

xodjhcmph, Vicodin driving, ydtkuex, [url=http://www.giftbasketsfromtheheart.com/pages/policies.htm]Purchase vicodin online[/url], jsprNhC, http://www.giftbasketsfromtheheart.com/pages/policies.htm Vicodin, vBKAVCn, Cialis, lzVdTVB, [url=http://www.henrysdiner.net/]Buy Cialis[/url], lIpESXq, http://www.henrysdiner.net/ Cialis for women, ySFPASR, Buy Butalbital, MsjsVMI, [url=http://www.45secondprospecting.com/butalbital.html]Buy Butalbital[/url], yWftsbO, http://www.45secondprospecting.com/butalbital.html Butalbital, eGnlaBJ, Alicia alli ferguson facebook, tPoQrES, [url=http://allistory.com/]Miss alli child model[/url], viUXDeR, http://allistory.com/ Alli diet, DmWBjsa, Meridia diet pill, jxLBUvp, [url=http://crossoverlouisville.com/contact-us/]Free meridia weight loss drug information[/url], yVRvVoi, http://crossoverlouisville.com/contact-us/ Meridia diet pill fact, ipufuQN, Generic Levitra, ziCgzzL, [url=http://www.henrysdiner.net/location.html]Levitra[/url], NYhRIgG, http://www.henrysdiner.net/location.html Buy Levitra, MaWiyHp.

[Cialis viagra]

xodjhcmph, Vicodin driving, ydtkuex, [url=http://www.giftbasketsfromtheheart.com/pages/policies.htm]Purchase vicodin online[/url], jsprNhC, http://www.giftbasketsfromtheheart.com/pages/policies.htm Vicodin, vBKAVCn, Cialis, lzVdTVB, [url=http://www.henrysdiner.net/]Buy Cialis[/url], lIpESXq, http://www.henrysdiner.net/ Cialis for women, ySFPASR, Buy Butalbital, MsjsVMI, [url=http://www.45secondprospecting.com/butalbital.html]Buy Butalbital[/url], yWftsbO, http://www.45secondprospecting.com/butalbital.html Butalbital, eGnlaBJ, Alicia alli ferguson facebook, tPoQrES, [url=http://allistory.com/]Miss alli child model[/url], viUXDeR, http://allistory.com/ Alli diet, DmWBjsa, Meridia diet pill, jxLBUvp, [url=http://crossoverlouisville.com/contact-us/]Free meridia weight loss drug information[/url], yVRvVoi, http://crossoverlouisville.com/contact-us/ Meridia diet pill fact, ipufuQN, Generic Levitra, ziCgzzL, [url=http://www.henrysdiner.net/location.html]Levitra[/url], NYhRIgG, http://www.henrysdiner.net/location.html Buy Levitra, MaWiyHp.