Here is lesson No. 3, learned after these many years as an attorney: Show, don't tell. Facts do not speak for themselves. They ask for the lawyer’s advocacy. Recently, I read a résumé littered with phrases like "ability to energize employees," "achieved optimum efficiency by multi-tasking" and "track record of harmonizing different viewpoints." Like chocolate-covered doughnuts, these words are empty calories. A job seeker must show employers what he’s done, not tell them he’s great at doing it. Guy Kawasaki makes the show-don’t-tell point in his new book, "Enchantment: The Art of Changing Hearts, Minds, and Actions." He offers examples. In selling a car, explain how much it saves on yearly fuel costs, not that it gets X miles per gallon. In sharing diet-and-eating information, speak of gaining a half pound of weight, not about the 1,500 calories consumed by chowing down on a cheeseburger. In extolling the value of an iPod, eschew gigabyte talk in favor of how many songs it stores. As my mother taught me, "Always speak to people in a language they can understand." Here's another nugget of wisdom, courtesy of my supervisors at my first legal job at the NLRB: Always ask, "Are we helping the readers or listeners understand, casting illumination? Or are we making them work for significance, creating uncertainty?" OK, it wasn't that Shakespearean when I first heard it, and it was expressed in much more graphic language, but you get the idea. Maybe this is one time I will tell, not show.



