In the conversation with my client, she was debating with herself on what title to call herself. She is the owner of a boutique consulting firm and has a big pitch in the coming week and decided to call herself an “Organizational Phycologist”. When she asked me what I thought about the title as compared to the title of “CEO” I gave her very straight forward advice:
When you are pitching a potential client, the client doesn’t care what you call yourself. More importantly, the client cares about how you make them feel and what you can do for them. At times, it may be better to call yourself “chief problem solver” or “the person that helps you make more money”.
In this context, where she is pitching other business owners on how to help them grow, truly what you call yourself is not as important as what message comes across. If the person sitting across from you doesn’t believe you can help them, they won’t care what you call yourself.
In the book “The Hard Thing About Hard Things” by Ben Horowitz, the author goes into examples of how titles are given in organizations and how they may effect the organization and it’s output. Even how it may effect the culture of the organization and the humans working therein. He offers two ways to think about it.
- Titles are free and it is the cheapest way to attract talent to an organization, after all, you don’t have to pay extra to call a particular person something or another.
- Titles should be held to represent the job function and the position in the organizational structure of the company.
About the Author: Nicholas Coriano is a Business Consultant. He is a graduate of The University of Connecticut Business School and the John Marshall Law School in Chicago. He has worked at Merrill Lynch, The New York Stock Exchange and is currently a partner at Cervitude Intelligent Relations, which specializes in Investor Relations for companies valued under $1 Billion USD.
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