Hall of Mirrors

18 May Hall of Mirrors

Remember Elizabeth Holmes, notorious for raising over 700 million dollars for a blood-testing box that didn’t work? Now, her new life partner Billy Evans is raising millions for his Haemanthus device, which he touts as “The Future of Diagnostics.” The invention is eerily similar to Holmes’ Edison, except that Evans’ box is designed for pets, so it has “no regulatory oversight.” Although many potential investors turned Evans down, millions of dollars are still pouring in.

With a slick pitch, one can always sell to those hungry for high returns. But hyperbole that causes suffering eventually creates a backlash. Mussolini ruled Italy as a tough-guy dictator, only to be executed while fleeing to the Swiss border… Bernie Madoff who created a massive Ponzi scheme died in prison, and former Representative George Santos is serving 7+ years in prison for wire fraud and aggravated identity theft.

As speakers, when you are assembling your content, promise only what you can deliver. Yes, the goal is to drive others to take an action. But audiences will make a decision in your favor when your content passes the “If it walks like a duck” test. Avoid using words like “huge,” “the best ever,” “greatest in history,” or “groundbreaking.” Attract clients to you by being the unadorned, authentic speaker in the room.