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| The Doctor dissects this month's best and worst quotes | March 2003 Best quote of the month ‘It seems to trigger powerful emotions. It’s all about reestablishing Cadillac as the standard of the world and providing a tangible vision to the outside world and ourselves of what we want Cadillac to become, so it becomes almost a religious symbol of our belief in Cadillac and what we want it to be.’ - Robert Lutz, General Motors’ vice chairman of product development, commenting on a new concept car, the Sixteen, New York Times, January 7 Lutz gets a lot of positive ink for a new product that doesn’t even exist in the market. He transcends the typical product manager’s reliance on facts and statistics and enters the realm of feel-good religion – exactly what you want to do when trying to convince people to part with a small fortune for transportation instead of riding the subway. Lutz is quotable because, first, he speaks about emotion. Second, ‘Cadillac as standard of the world’ is an absolute and cliché. Third, ‘want’ is emotional. Fourth, speaking of your product as a ‘religious symbol’ is bold. Fifth, ‘belief’ and a second ‘want’ add more emotion to the quote. Worst quote of the month ‘Son, the McWanes haven’t talked in a hundred years, and they aren’t about to start now.’ - N Lee Cooper, attorney for McWane Inc, New York Times, January 9. This was the response to interview requests from the Times about McWane’s dubious distinction of having the worst safety record in the cast-iron water and sewer pipe manufacturing industry. Cooper seems straight from central casting’s idea of the arrogant, unaccountable, condescending plutocrat who doesn’t care how many fingers or toes have to be sacrificed to make more money. Cooper is quotable because one, ‘son’ is sarcastic and emotional. Second, ‘haven’t talked in a hundred years’ is clichéd and hyperbolic. Third, ‘aren’t about to start now’ is an absolute. Fourth, the whole quote exudes an utter and complete contempt for the idea of the company being held accountable to anyone. TJ Walker is president of Media Training Worldwide, a New York City-based media/speech firm that coaches senior executives for media and speaking appearances. See www.mediatrainingworldwide.com. | ||
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