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| The Doctor dissects this month's best and worst quote | May 2003 Best quote of the month ‘I expected I would get a pretty precise, easy response. Instead, it was like Armageddon: Why do you want to know? and We don’t know and That’s confidential. It was kind of like, Oh, so it’s bad, is it?’ - David D’Alessandro, CEO of John Hancock, New York Times, March 9, 2003 D’Alessandro is commenting on his inquiry into scandals around the US Olympic Committee. His message of concern over financial impropriety comes through loudly, thus positioning him as the hero of the day. He is quotable because, one, he is personal. Two, ‘expected’ and ‘bad’ are emotional. Three, ‘like Armageddon’ is an analogy, four, an attack, and five, a popular culture reference. Six, he asks two rhetorical questions. Seven, he quotes his opponents. Eight, ‘don’t know’ and ‘that’s confidential’ are absolutes. Worst quote of the month ‘This business [insurance] is not complicated; it’s about bookmaking and loan-sharking. We’re the house. People are going to stay at the table long enough for us to collect money off them.’ - David D’Alessandro, CEO of John Hancock, New York Times, March 9, 2003 This is one quotable guy. But the purpose of getting quoted is to focus on a positive message, not just to be colorful. D’Alessandro may score points in this talk to financial services colleagues; he doesn’t score points in the Times, read by millions of consumers who already hold a dim view of insurance companies. He is quotable because one, ‘bookmaking and loan-sharking’ are analogies, two, attacks (on himself), three, bold and action-oriented (think Sopranos). Four, the ‘house’ is an analogy. Five, ‘stay at the table’ is an analogy, and action-oriented. Six, ‘collect money’ is action-oriented and part of an absolute. Seven, the whole quote displays an emotion of contempt for people. TJ Walker is president of Media Training Worldwide, a New York city-based media/speech training firm that coaches senior executives for media and speaking appearances. See www.mediatrainingworldwide.com | ||
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