By Liz Radzick of Manifest Consulting
I was working at my desk the other morning and for over an hour annoyed comments about a female presenter scrolled on my TweetDeck. ”She’s pretentious,” “Annoying,” “She’s BORING.”
Who IS this person getting all this negative press? I wondered.
Turns out it was Cammie Dunaway, Executive VP of Sales and Marketing at Nintendo’s E3 2009 press conference – http://www.youtube.com/watch?v=tBy2FJAKeC8
Now this is a serious gig for a female executive – in fact, WIRED magazine wrote last year that it was unusual if not unprecedented to have a platform holders’ press conferences run by a female executive. My hat is off to her for her very well-rehearsed management of her technically complex presentation. She dressed well in a beautiful white suit and she was clearly on message. But something wasn’t quite right.
I diagnose Ms. Dunaway as having The Teacher Syndrome. Women who try to sound passionate and who look too serious at the same time often come across as “angry teachers”. It’s a very common challenge when I’m coaching female clients for sales presentations, especially when they are presenting in a large audience venue. The fact that she was so serious and unsmiling at an event that is about fun and games -literally! – was compounded by 2 other delivery errors:
i) She spoke too slowly and deliberately with lots of pauses. As a consultant for a Japanese-American company, my guess that she may have been speaking that way to either to facilitate simul-translation to Japanese or just to speak clearly and with conviction. The unintended result was that she sounded like she was talking down to people. If most of her audience were experienced Gen Y gamers you can imagine how that went over.
ii) 37 seconds into her presentation Ms Dunaway gave her audience the finger.
No, not THAT finger, but she might as well have. While making a point, she gestured in the air with a pointed index finger. I ban this gesture from the podium/stage because it evokes such negative parental/authoritative associations.
The Finger + no smiles + deliberate delivery = irritated young, hip audience within the first minute.
So what is a woman to do, you ask? Smile like the village idiot for every presentation? Stifle her passion? Definitely not. In my next article, we’ll take a look at what you can do to appear approachable, authentic AND passionate at the same time.
Until then, keep smiling.











