A CEO Needs a Producer… because being the Boss is not a job, it’s an Act — it’s Theater! Sure there’s the intellectual work, the numbers, the strategy… But there’s also the inspiration, the lofty perspective and the packaging that makes that person seem just a little better, bigger, smarter — someone whom we can all admire. For that, one needs a Producer.

Most working CEOs have a no-frills mindset and they concentrate on the basics — that’s how they came up from the ranks. But then comes the Big Speech, the National Meeting, the Boardroom Showdown, the Major Interview, the Shareholder Conference. And that old suit and the remarks on the back of an envelope fall somehow short of inspiring confidence. Those who shine have someone behind the throne thinking six moves ahead, managing strategy, and engineering appearances. The Producer adds a little high class razzle-dazzle in spite of the boss’s “no frills” history.

All CEOs started small — and many of them learned habits that don’t help when they have to launch a product, inspire a sales force, or romance the media and the shareholders.

OK, so you’re not the president. Yet…
But when you get there, some things will have to change:

* You can’t compose/build/deliver your own presentation from composition through delivery and follow-up anymore.

* You can’t scribble it down on a notecard and go with it!

* Others will compose it, vet it, build the materials and the screen show, handle the production, the sound, the staging and lighting. (Cue the Roman Columns…) And they’ll be sitting in the front and the back rows during rehearsal, to give you some coaching for how to take it to the back of the house! And there will be rehearsals ‘cause you only get one chance, and you must get it right.

Of course, this all sounds like too, too much — now. But the habits you establish in the early part of your career as a player, may not serve you as a Coach or Owner. Chairmen, Presidents and VIPs need their own production team to “Make the Moment and Make the Meeting.”

A killer speech from a CEO might require a sound track, a dynamite visual theme, a poetic opening, a prop and a crystal clear structure to make sure everyone can repeat it Monday morning. (Maybe not all of these, but the right ones; and in custom tailored amounts…) And it should go hand in glove with the theme of the entire meeting so it doesn’t dwarf the other players or look like nobody gave the whole meeting any thought. The great flaw in many major meetings is that nobody is charged with thinking about the big picture: What should everyone be doing and thinking Monday morning when they go back to work? (Have you attended a great meeting? Seen a few failed opportunities?)

Right now, you’re a humble, hungry, aggressive player, looking for your next chance to shine. It’s not unusual for you to do everything from soup to nuts when you’re called upon to present. And that’s fine. But the Stars (the Executives) require a ton of resources, because their moment in the spotlight is not only about facts, but about showmanship, making a dramatic and emotional connection with the audience, the press and the public.

You can’t do this for or by yourself. You need someone who knows you and what you’re capable of, but also someone who’s aware of all the tools and toys that are available to help make a meeting work. Think of yourself as the painting, and the producer as the framer. Their job is to grow you as much as possible, then to show you off to best effect, and help you play your key role as “Speaker in Chief!”

When that big promotion comes, think about who you want on your production team. Your critics, (and you will have critics) will say you’re a ham, and they’ll rip you for self-promotion. On the other hand, as people come to your events and rave about the powerful showmanship you bring to the art of promoting the company, the products and its people; you’ll console yourself as sales increase and the stock rises too.

2. For the Family
Don’t leave the family members alone without a Producer! Make sure they benefit from your enhanced perspective on “The Science Project, The Prom Dress and the Anniversary Dinner.” Life as a Production has all the same components as normal existence — except the sizzle and seasoning…

3. For the Work
“Producer” is a title often relegated to show business and performance. But imagine the increased excitement, pleasure and joy of working if our meetings become more dramatic, engaging, creative and fun! It’s a show!

Leading a corporation is not only an intellectual exercise — it’s Theater! The big national event and the key note speech is Rock N Roll! So don’t let your “Aw shucks” attitude kill the opportunity for a “Bring the House Down!” performance! Find your Producer, who can make the meeting, make you a star, and fade into the shadows.

Dessert:

George Martin tells his story, In My Life.