I came runner-up in a race last week. The race was to find a new role. No medals for a second place though and so I need to get back in training. This post reflects my thoughts on the role and the feedback I got. But really it's more about what it teaches me about authenticity.
First a bit of context. The role was to run marketing for a PE-backed spin-out. It's an already at-scale organisation that needs to establish a distinct identity in a crowded market. The culture is "big company" and there is need for new, transformational leadership. A case of no lack of competence (low current recognition but there is clearly an ambitious roadmap) but with a need to increase confidence, with clients and partners but importantly within the organisation too. Leaving home for the first time is a big deal, after all.
Most of the above could have been understood even before I arrived. I did my research into the company, its backers, the market and all its players. I trawled everything from social media to industry analysts' reports. I did my homework. I liked what I found. I was sure I could be a great head of marketing for them. I even interviewed the company driver on the way from the airport. I was ready.
What is more difficult is knowing what matters most in making the decision to hire. There is what the company asks for and then, there is what it needs and feels. They are not always the same. There is what is explicit but, in this case, there was a set of implicits. This is where someone else did better than the "polished" me that arrived that day.
They said I met the competence brief. I hit all the right buttons, with good empathy on what the likely challenges would be. I knew the market, the technology and enough of the customers. I seemed to have good energy and a sense of humour. But the winning candidate was "more edgy" and that got the role. That was the implicit factor that mattered.
I looked up "edgy". It means tense, nervous and irritable! What? But, when applied to music, it means daring, dangerous and exciting. The winner was just more exciting.
I posted something at the start of the year about what I called R.A.P.P.O.R.T - how to sell yourself in headhunter /interview situations. I still think it mostly holds true and, looking back to how the discussions went, I do think I used it pretty well. But it didn't work.
In hindsight, I went from the "R" to the "T" of rapport, but was not "aRTy" enough to succeed. My music was too smooth - too lounge and not enough garage. Maybe coming across a little too rehearsed. Singing the song but not connecting with the words.
Preparation is critical. Technique means a great deal. But there is a big learning I have taken from this encounter - the importance of authenticity. I was authentic. I did care about the potential role and I do still think I will be the best head of marketing this company never had.
They believed in someone else more than in me. A good lesson indeed.
