Business, Profits and Strategy

Andrew B. Zezas, SIOR
Relationship Manager,
Strategist, President
(908) 245-5999 x11
andrew.zezas@realstrat.com

“Spin” is a Four Letter Word

Why is it, in today’s society, that one’s ability to spin stories in various directions of choice is considered an art form, and that those who have that ability are thought of as mentally athletic and are well respected? Isn’t use of the term spin merely a way to avoid the word “exaggeration”? We even have a cool name for those who do it…Spin Doctors! I’m not referring to the rock band of the same name. I always thought that doctors were supposed to do good works, to deliver babies, to help people become healthy and stay fit, that they were supposed to save lives. Instead, Spin Doctors, those so called geniuses, who wax and wane and go to great lengths to make others see things in a very narrow way are nowadays reveled as brilliant, creative, and cutting edge. Whatever happened to simply telling the plain old truth?

I once worked for a company that devolved to a point where they permitted internal and external Spin Doctoring. More importantly, they actually promoted it! Management’s time was very thin and the company was performing quite well. So, they were not inclined to dig too deeply below the surface when issues arose, no matter how serious they were. When asked to explain your actions, all you needed was a good story and a friend to back you up. So long as your story sounded credible, and someone else said it was, management was willing to brand it as truth and went no further. This approach was encouraged in both internal conversations and those with clients and customers! After a while it became next to impossible to tell the truth from the Spin! It got so bad that my head would spin as fast as the stories that were told. That company’s management made a lot of bad choices as a result of their unofficial Spin policy, and the company eventually paid for it. Clients left the company, and they lost some of their top professionals, too. Isn’t that amazing?

I recently encountered a consultant, who claimed to offer a large and varied array of consulting services. He offered management services, website design services, surveillance camera set-up and management services, human resource consulting, operating manual writing services, and more. His list became so long that it was incredibly difficult to figure out what this guy really did for a living, and how he could create value for anyone. In fact, he was involved in so many things that he found it difficult to explain it himself. In one conversation he had with someone else, I overhead him say that “the definition of a consultant is someone who has no understanding of the client’s needs, promises to deliver, gets the account, and then, figures out how to complete the project.” Talk about Spin! We refused to hire him for an important project as a result of his distorted philosophy.

There’s an easy solution to this situation. Remember what Mom and Dad taught you…tell the truth! It’s a simpler approach, and it keeps you healthy…really! Look at it this way: If you don’t spin, you’ll never have to remember what you said to Mr. A or Ms. B, because you will have told the truth. It will be very easy to remember. Your customers, clients, friends, and family will come to expect honesty from you, because they’ll be used to it. Your business will grow, as will your success. Sure, you might find yourself in situations where pulling out the old Spin would be easier, but there’s always another way. You’ll have less stress, your life will go easier, and you’ll be less prone to illnesses and disease. Now, if the lessons you learned at your parents’ knees were different than the above, or if you find yourself working toward a degree in Spin Doctoring, you may wish to go back to school, and reconsider your path. Spin is a four letter word!

Andrew B. Zezas, SIOR, is Relationship Manager, Strategist, and President & CEO of Real Estate Strategies Corporation, Publisher of "Business, Profits and Strategy", a monthly online publication read by thousands of business, financial, and real estate executives nationally, and, is the author of two new real estate books, The CFO's Guide to Understanding Corporate Real Estate Transactions and The CFO's Guide to Hiring the "Right" Real Estate Service Provider, both of which will be available shortly at www.thecfosguide.com.

Mr. Zezas is well-known for his ease and informative style of public speaking, and has given talks, presentations, and has lead educational programs for business, professional, government, and trade associations, including the Building Owners and Managers Association, American Management Association, the U.S. Postal Service, RealComm, Society of Industrial and Office Realtors (SIOR), and others. Andrew is National Chairman of the SIOR Tenant Representation Specialty Practice Board, and is a licensed real estate instructor in Texas and Indiana. He can be reached at 908 245 5999 or via email.

Real Estate Strategies Corporation, located in Kenilworth, New Jersey, and serving clients throughout the country, helps companies create and execute Business DRIVEN Real Estate Solutions...and Opportunities, faster and with less risk. Visit www.realstrat.com.

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