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I love Leonardo DiCaprio.
I saw him for the first time in the movie, Titanic.
He was just so cute and attractive, and
I'm pretty sure I am not the only one who felt in that way.
>> [LAUGH] >> When I watch the Inception and
The Great Gatsby, my God, I fell in love with him again.
So, you probably understand how shocked I was when I saw these photos on Google.
>> [LAUGH] >> It's really hard to believe
that they are the same person.
>> [LAUGH] >> So, what makes difference?
There is a topic were we introduced today.
Clothing.
Clothing matters, clothing is worth your 1,000 words.
It is a very effected number of communication tool, for two reasons.
First it affects how other people perceive you and behave towards you.
There are a lot of research to prove this.
For example, if you wear a suit, and
then cross the street against the traffic light.
3.5 times as many people will follow you as when just wear work shirt or
trousers or in trousers.
[LAUGH] Also during negotiations people
in a suit are more likely to have a profit over deals than people in sweatshirts.
And secondly more importantly it affects how you think of yourself.
Your self confidence.
We just look at our power pose.
In this power pose it goes pro women or it goes pro men.
It helps us feel the power and confidence.
And, in fact, clothing can give you the same effect.
It turn out that people in superhero clothing are more confident
mentally and physically.
So finding your own superhero clothing that fits you well and
also makes you feel very confident.
So in sum Look Good, Feel Good, Do Good, and Present Well.
How are we going to do this?
With that AIM framework Audience, Intent and Message.
And [INAUDIBLE] is how you can connect with the audience through your clothing.
>> Thanks Sienna.
Before I start when was the last time you walked into a room and
the first thing on your mind is gosh I wish I wore something different.
>> [LAUGH] >> I think it's a very painful experience
for those who have experienced this before.
And let me offer you three advice or three questions we can ask ourselves,
the audience and avoid this from happening again.
The first question we ask ourselves, Who are they?
And What do they wear?
To get our thinking lets me refer you to a book by
a leading image consultant, Sylvie di Giusto.
Titled the Image of Leadership.
In it she describes five simple levels of a business wear.
This takes out all the ambiguity about you know what schedule smart casual,
business formal.
But what is important is that
we can use this to apply to our everyday business-wear.
So it ranges from very formal ballroom attire, like what I'm wearing right now.
All the way to the Silicon Valley baseline casual,
similar to what Brandon is wearing.
And in between we have the men's suit casual like Ryan and
an executive casual like Hellen.
And we, based on these five levels we apply the +1, -1 free work.
Holly works, so you identify what your audience wears, okay?
And then you wear one step higher, more formal okay, so
that you create that sense of presence and the sense of executive confidence.
And then one trick is to that you should only step down.
Dress less formal makes my next step.
Only when they value subsequently to a casual event.
Second question to answer is what do they expect?
What do they expect you to wear, specific to your industry, to your role?
This is a tricky question because often between specific professions.
They're all over and set and unreturned norms for dress codes.
But often the easiest way is to ask people who work in those industries as well.
And an easier way is to actually observe what people wear around us every day.
And the standard GSP is a best place to live.
Take for example, you have Eric Schmidt, Raymond Nasr, and
Peter Wendell all teaching the same class are wearing different attires everyday.
>> [LAUGH] >> So, but, what really stands out for
me is actually is Raymond Nasr use of a bow tie,
it makes him really stand out from the crowd.
But also Esther's credibility as a public relations expert.
Thirdly, you shall understand how they feel.
The idea here is basically, we should our attires
with symbols that triggers emotion in our audience.
What I mean by that?
Take for example, if you go for an interview with the government.
The best tip I could give to you is to wear a flag pin.
Instantly, your interviewers will see you differently, they will like you.
And the reason is because, they don't see a flag pin, what they see is this.
With this, I'll hand over to Ryan to talk about how to communicate and
send a message, [INAUDIBLE].
>> In most situations, simply meeting the norms and
expectations of your audience is not enough.
You also need to consider what, where it says about you as a person,
as well as an organization.
And you maybe represent it.
If you dress in a way that is not comfortable for
you, you come across as inauthentic and create cynicism.
This is a picture of me when I was working at a start up this summer.
>> [LAUGH] >> And made an effort to try and
down play the fact that I was an MBA.
>> [LAUGH] >> For better or for worse.
What you wear says a lot about who you are as a person.
There's the obvious, straightforward stuff.
You want to look well put together and
prepared and wear something that makes you feel confident as well as comfortable.
There's also a lot of trade offs that go into these decisions.
Consider when you first go to work at a company next year and
you're giving your first presentation.
Do you want to dress in a way that establishes your authority or
do you want to come across as a more relatable peer?
Are you someone who's more laid back or more buttoned up and formal?
And do you want to represent kind of the status cloth traditional
culture of the organization or are you someone who's going to rock the boat and
be more progressive?
This becomes even more challenging when you factor in
the brand of a company that you may be representing.
So take for example if you work at a Silicon Valley company and
you're meeting with investment bankers in New York,
do you put on just your freshest hoodie and with a company logo on it?
Or do you go out and
buy a pair of cufflinks in an effort to kind of fit in with the expectations?
You can do what Zuckerberg did and try and compromise but
the reality is that oftentimes these two aspects don't overlap completely.
And at times they may be in direct conflict with each other.
The first thing you need to do, at a minimum, is understand what it is
the brand of the company organization or cause that you're representing is.
And then you want to make a conscious decision deciding whether you want your
message, the message your appearance sends, to align with that or contrast it.
At times, emphasizing an aspect of your brand can be beneficial,
such as Vice's Shane Smith.
Emphasizing the fact that Vice is an edgy, kind of next generation news organization.
Sheryl Sandberg kind of takes a different approach and
gives an air of professionalism that Facebook culture is typically
not know for, and it's kind of a way to say that there's an adult in the room.
This can sometimes backfire, in situations that I've seen,
if you're working at a very traditional company and come across, you try and
impersonate Steve Jobs.
That can question the authenticity or
if you're working at cutting edge company working on quantum computing and
you dress more like a salesman that may question how credible an organization is.
So how do you meet these challenges?
Just like you would in preparing the content for your presentation.
You want to make an explicit decision about what message you want to
communicate.
You want to dress within ten and
make sure that everything that you wear aligns with that.
Visual elements of a presentation are often most memorable and
leave a lasting impression.
So at the very least you don't want to leave this up for
misinterpretation or ambiguity.
If you can be consistent with a company brand that you represent, that's great.
If you want, you can also contrast the message but
either way, make sure you do so deliberately.
With these principles,
Brandon will now talk a little bit more about how to do this in practice.
>> Great, thank you.
So I'm going to give you a few key tips for
successful execution of dressing for communication.
The first step, Plan ahead of time.
Now when you plan ahead of time, that doesn't just mean
knowing what your super hero costume is, that's important, that's great.
But it's also looking in your closet, making sure it's there,
it's picking it out, it's ironing it's doing all the prep work you need to do.
Who here has moved recently, in the last 18 months?
Everybody in the room probably, or most people.
I've moved four times in the last 18 months.
>> [LAUGH] >> Last year when I was interviewing for
the first time, I knew exactly what I wanted to wear.
I knew it down to the wire, down to the sweater, but guess what?
It wasn't there.
I didn't actually go to the closet, pick it out,
look at it, iron it, do all the things I was supposed to have done.
And guess what?
That affected me during the interview.
Missing that key piece of clothing, missing that sweater,
changed the interview from being great.
To the interviewer of Apple ask me why I was wearing a suit jacket.
It affects.
Second thing think about travel.
This isn't just a former consultant telling you to pack your bag a week ahead
of time because your about to get off a plane.
This is think about every aspect of travel.
How are you getting from your house to the place where you're presenting?
Are you biking, are you using the subway, are you flying?
These all indicates way that which you may think about how you need to get yourself
there, what you should wear when you get out of bed?
Should you change that for location versus the change to get your home?
These are all considerations.
Finally, let's talk about [COUGH] communicating as a team, thinking about
how you want to work as a team, whether it's everybody's wearing all black.
Whether it's you're communicating by having different styles and
being contrasting.
All these are key things you need to think about
because two things could happen potentially.
You could be at a completely different level as your colleague.
That might not be okay, or maybe you're all wearing the exact same thing.
And while that's,
okay in the case of a wedding party, it may not be the image you want to present.
If you're going to an interview, or if you're presenting as a team.
So those are just a few of our key tips but we also want to talk a little bit
about what are breaking the fashion rules really mean?
This is Lady Gaga's famous meat dress that most of you will probably recognize.
And you know the day after she wore this,
why did people say this is a fashion don't?
Breaking all the rules and as you think about the rules that we have discussed
today, knowing your audience, knowing your message, knowing your intent.
Dressing the way that makes you feel confident, makes you feel good.
Planning, executing and thinking about every step of the process.
I'd say she did pretty well.
If you think about these steps,
if you think about these tools that we've discussed today.
I think you might have this kind of effect on your audience as well.
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