FC NOW: The Fast Company Weblog
March 8, 2004
Likeability vs. Credibility
Has anyone read the story in today's Wall Street Journal (page one) about the chairman of Smith & Wesson resigning after a reporter uncovered that he was a convicted serial armed robber during his 20s?
James Joseph Minder, now 74, committed dozens of hold-ups, stealing getaway cars, disguising himself with a trench coat and dark glasses, and terrorizing bank employees with a sawed-off shotgun and even a Smith & Wesson.
A regular Butch Cassidy. But instead of escaping to a cabin in Patagonia, Minder turned himself around - he finished college and graduate school, married a nice woman (and is still married to her, 28 years later), and spent two decades setting up programs and group homes for delinquent, abused, neglected and developmentally disabled children and young adults in Michigan.
What a nice guy!! So nice and likeable that other Smith & Wesson board members "patted him on the back and told him they still backed him as the company's chairman" when Minder sat them down at his kitchen table and came clean about his past.
But Minder was the wiser. He insisted on resigning, because staying would be "much too damaging to the company."
Likeability and credibility aren't really connected. Minder turned out to be a swell guy, but his credibility as a gun company chairman might not have stood the test of his felony past being suddenly blown wide open. With secrets like that, what else is this guy hiding?
In an earlier posted comment, Peter Davidson argues Martha Stewart's problem is one of likeability, not credibility. "She still has credibility in matters of lifestyle but people don't like the fact that she lied."
She might not lie about the thread count of sheets, correct, but might she recommend a particular product because she somehow benefits? I'd bet my milk glass collection she would.
To many, Martha was never likeable in the first place. Even before her stock scandal, she was known as a bit of an over-controlling ice princess. Not always liked, but thought to be credible.
Don't you know of people you like but don't perceive as credible? And can't you think of someone you don't particularly like, yet you consider him or her as credible?
Posted by Elizabeth Pagano at March 8, 2004 2:54 PM | Category: guest hosts: pagano + pagano |
3 Comments
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She might not lie about the thread count of sheets, correct, but might she recommend a particular product because she somehow benefits? Absolutely!
Martha's world is one of promotion. She casts herself as a guru of all things lifestyle. People aspire to live like she appears to live. In order to do that they need to buy the products that she uses, has, sells. Of course Martha benefits. Her website is/was all about e-commerce. Her show is basically a veiled infomercial where things receive the "good thing" endorsement. I think her fan base understands that she benefits from showing you how to use those garden tools that she has on her e-commerce website.
The bottom line is that she has lost likeability. She still has her credibility, she knows what she knows, but she has lost enough likeability to sink her ship.
Like other controversial personalities this will simply polarize her following. Those that love her will continue to love her. Those that hate her will have more reasons to hate her and those in the middle will loose the opportunity to form either love or hate as the gatekeepers have been swayed to remove her offerings from television and her magazine and books will soon die from lack of interest, promotion and advertising.
Ms. Stewart will absolutely regain her credibility. The kind of hate message from the previous writer continues to astound me. Why are the words hate used so often with Ms. Stewart? Hate is a very strong emotional response indicating emotional reactions, not rational. Stewart is a wildly successful CEO who arouses hateful emotions in men who have trouble with commanding women.
I learned a lot about prosecutorial discretion in law school and in law, and know that this case would never had been brought if Stewart were a man.
That's the real question - the credibility of prosecutors. If erasing an e-mail gets you federal prison time, most of the lawyers I've worked with would be in prison right now.
I used to prosecute securities violations and know that this type of case would normally be dismissed out of hand or settled with a fine.
I think I'll go buy stock in her company right now -
Personal attack aside, Lisa. I do not myself hate Martha and I have no problems with commanding women.
Martha Stewart herself appeals to her viewer/reader emotions. When you make an emotional appeal for your products and services don't be surprised when you receive spoofs, parody and strong emotional responses good and bad.