Nothing new there. And usually one seeks to “humanize” the
corporate client by giving the corporation a “face,” a sympathetic human being
who speaks for the corporation. Preferably someone everyone on the jury can
relate to and—best case scenario—want to have as a BFF. Too often, a prospect
that exists only in your dreams. . .
Which is not to say that the need to put a warm, human
“face” in front of the jurors isn’t important, it is, no argument there. But
there are other ways to counter the “greedy uncaring” stigma.
I remember waiting for a CEO in the corporate headquarters’
lobby, passing the time by looking at the various photographs, plaques, and
other such on the walls. When the legal team assembled with the CEO, the only
strategy brought up to humanize the company was the “face” approach. I was
confused: on the lobby walls there were plaques honoring the corporation’s
sponsorship of a local soccer club, among other awards and the like. The legal
team feared that listing the corporation’s community endeavors would seem like
pandering. OK, I could see their point, but how did the corporation get
involved with the soccer team in the first place? Out of all other possible
community options?
Then I got the story. A wonderful, inspiring story that did
more than “humanize” the corporation, it showed that humans, with hearts like
all the rest of us, invested in more than the almighty dollar—were the engine
of the corporation.
Just like WestJet
and Canadian North, who in response to the wildfires earlier this year that
forced 80,000 people to flee their homes in Fort McMurray, Canada, bent their
usual rules to allow pets
to travel in the main cabin, even without a carrier or a kennel. Your corporate
client may not have as heart-warming or dramatic an example of their humanity,
but I guarantee if you but scratch the surface, you will find that the
corporation has stories of unselfish compassion.
After
all, it’s still just all about people. And people care.
