Do not judge the book

We’ve all heard this line before: “Do not judge the book by its cover.” What appears on the outside may not necessarily reflect the content or substance of the inside. They say this applies to people – but maybe not to honest ones trying to keep the integrity of their name.

It was early evening and I was waiting in the hotel lobby for my turn to speak at a conference. I saw many gorgeous-looking young girls in their gowns and dashing young gentlemen in their suits. Compared to years ago, their apparel looks really good and classy. Those students having their senior prom have access to some of the most stylish European, yet very affordable, clothes. I believe digital information has empowered them to make the distinction between hip and trendy, versus old and outdated.

In business as in many other fields, physical appearance, (the book cover) is actually used to judge contents. It may seem superficial. We may not like it, after all, why should we be judged by our looks? But it’s the truth.

Here’s the explanation: your appearance is your visual identity. It’s the link people have to what’s going on in the inside. This is not fair, but then again, life isn’t fair. If “beauty is only skin deep,” then why the ever-growing and ever-expanding cosmetics industry? The reality is that looks have a profound influence on the judgment of a brand or even a person.

But aren’t we supposed to refrain from judging others? I would argue that we judge others all the time.

Would you go to a dentist with missing teeth?

Would you hire the services of a personal trainer who’s overweight?

Would you listen to a trainer talk on personal growth and excellence, when he or she arrives late, looks like a slob, and fumbles around with his notes, acetates and overhead projectors, ignorant of what PowerPoint is?

Of course we judge people all the time. Social scientists know this very well.  When something looks good and attractive, you and I assign many other positive attributes to it that essentially doesn’t have anything to do with looks. Nice packaging makes you assume the cookies must taste good. A beautifully designed condo lobby makes you assume each unit is equally beautiful. This is the “Halo Effect.”

It’s the same with people. Your shoes, your clothes, the pen you use, the watch you wear, the briefcase you carry, your hairstyle, your smile and even your frown all say something about you, and contribute to the perception people form about you. So keep in mind this important rule: You’ll never have a second chance to make a first impression. All it takes is two seconds for people to judge whether you’re worth their short-span attention. Once you have their attention, the rest is contents and delivery.

We’re all guilty of snap judgments based on looks. We’re programmed to respond better to good-looking people. Most people are biased toward attractive people. They even win elective positions. But once they do, they have to deliver. Meanwhile, you start with making yourself look good while improving your craft. Make sure you deliver quality beyond your looks, or else there’s no point putting a ribbon around an empty jar!

You and I are wonderfully created. We shouldn’t allow laziness and timidity to “ugly” it.

(Only a few seats left in Francis Kong’s big event happening on March 1, 2013 at SMX Convention Center: “Inspiring Excellence.” For registration and tickets, call Inspire Leadership Consultancy Inc. at 632-6310912 or 09228980195. You can also send an email to [email protected].)