Table of Contents | Author Q&A

In his hit television series Celebrity Apprentice, Donald Trump made this jarring remark: “There are winners and losers. And most people are losers.” On a human level, that’s clearly wrong. I’d argue that every breath even the humblest soul takes is a triumph and that everyone whom that person loves and who loves him or her in return represents a monumental victory.

In terms of careers, however, Trump’s statement contains a kernel of truth, and that is why he received zero flack for making it. Trump was saying out loud what millions of business leaders really think. It’s not that most people lack intelligence or skill or even ambition, but they haven’t learned how to leverage their assets by effectively representing themselves or communicating with others to the best of their abilities.

For example, chances are that you have at least a few friends and colleagues who have enormous talent but somehow never achieve the success their level of work deserves. At the same time, you probably can think of a number of people who don’t appear to have much going for them yet do extremely well. The typical buzz about such people is that “she’s good at office politics” or “he’s connected.” That’s echoed in one of the most common phrases uttered about business: “It’s not what you know; it’s who you know.” As with the Trump pronouncement, this cliché isn’t quite on target, but if we adjust it to “It’s not only what you know but how you manage perception,” we are taking the first steps on a life-altering journey.

Although it may seem unfair, the reality is that being skilled at one’s chosen profession isn’t enough. Toiling away in obscurity and hoping the world will notice has never been a sound strategy, and neither is managing to grab attention but then failing to show off one’s greatest strengths.

Think of it this way: The male lion isn’t the smartest animal in the jungle; great apes, elephants, and parrots are all more intelligent. Nor is he the largest animal or, for that matter, the largest cat (the tiger is). He isn’t even the best hunter among his own pride; it’s his female mate that tracks and subdues prey. Why is the male lion considered the king of the jungle? Because he has an impressive mane and an even more impressive roar.

This doesn’t mean the lion is a fraud: If called upon, he can back up that roar in spades. However, what makes the lion special is the combination of his genuine power with an image and related behavior that effectively communicates that power to the world.

If you want to be a lion—that is, the king or queen of your chosen profession—you need to adopt the same approach. The good news is that you don’t have to be born with great looks, or a silver spoon in your mouth, or any other unique asset. You can start out with no money, no friends, and no connections. All you need is the will to succeed and the state-of-the-art techniques provided in the book you are holding.

What I’m offering isn’t mere theory but the results of extensive trial-and-error experience, the latest scientific research in interpersonal communication and human behavior, and intensive one-on-one coaching with top-level executives and professionals.

I’m the founder and president of GuruMaker, an internationally respected consulting firm that helps Fortune 500 executives, international politicians, and other high-profile professionals sharpen their communication, persuasion, perception management, and media skills. The strategies this book describes have been developed over decades and field-tested by thousands of clients. A modern professional needs to master a multitude of communication skills to create an executive presence and reach the top in his or her field. These skills range from accurately reading people and predicting their behavior to subtly influencing the perceptions and behavior of those around you, from persuading those of opposing views to come over to your side to creating and maintaining a personal brand that broadcasts your positive reputation to a wide audience, and from managing and controlling your online reputation to performing effective damage control when things go wrong. If you’ve ever put off difficult conversations you needed to have, wondered how you can resolve the conflicts that arise in any interpersonal business relationship, or negotiated crisis situations that threatened to harm your good reputation, this book will provide the answers.

The competition is tough, and intelligence and good social skills are only a ticket for admission to a successful career and business. By studying and mastering the ideas and strategies I’ve laid out in Executive Presence: The Art of Commanding Respect Like a CEO, you will gain an important edge in your quest to become a winner in your chosen field.