The 8-Word Message:
Make Sure Your Bosses Know
How Good You Are

by Kate Wendleton

You can use an Eight-Word Message to make sure that those more senior than you know what you want them to know about you. It will help you keep your career on track, and improve your chances of getting ahead. Here are a few examples.

CASE STUDY: JUDY
Not Getting Credit
Judy, Jim and Helen had worked seventy hours a week for the last three weeks to complete the Airbag Project. Judy was proud and relieved when it was done on time. Then she found out that Jim and Helen were getting all the credit. In fact, it seemed that no one even knew that Judy had worked on the project. There had been a pattern for her of not getting recognition for her work. Once more, she was being overlooked. She thought about looking for a job and working for a company that would be more fair--someplace that would appreciate her hard work. Or she could go in to her boss and complain about not getting credit. Instead, she decided to start using an Eight-Word Message whenever she wanted people--especially those higher up--to know something about her. And right now she had a strong message to get across. The message was "I worked on the Airbag Project."

Most people miss everyday opportunities to get out information about themselves. For example, when Mr. Coyle, her boss's boss, is in the same elevator with Judy, he always greets her with his predictable "Good morning, Judy. How are you?" Judy, just as predictably, politely responds, "Fine, and how are you, Mr. Coyle?" This time, however, Judy decided to say, "Great--now that we've completed the Airbag Project." He almost had to ask, "Oh, were you involved with that?" This gave her the opening she wanted. "Yes. Three of us worked seventy hours a week for the last three weeks. I was in charge of all the marketing literature. I think it's an award-winning package."

She decided to start using an Eight-Word Message
whenever she wanted people--especially those higher up--
to know something about her.
As she came into contact with other people whom she wanted to know about her work, Judy gave them the same message. Gradually people were showing their appreciation. Her self-esteem went way up. If she continues to do good work, and makes sure the right people know about it, Judy's career will be much different in the future.

Selecting the Targets for Your Message
It's not enough to do a good job. People--especially those more senior than you--have to know that you've done a good job. Managing the message they get about you is even more critical in these turbulent times when those over you come and go, and you don't know who your immediate boss may be tomorrow. In the old days, you established long-term relationships and a long-term reputation. The management ranks changed more slowly. Now you have to make sure from time to time that people know your worth.

CASE STUDY: RALPH
Overcoming Career Stereotypes
Ralph used to be the head of a marketing department before he joined Lavaloc. Now he is in charge of all advertising--a smaller position--and doing a good job. The management here forgets that he used to have a much broader background and could contribute more than he currently is doing. For example, he could be on a task force to market a new Lavaloc product, or have another area reporting to him, such as the direct-marketing department.Over time, Ralph became so frustrated that he was thinking of writing a memo to personnel to let them know that he had come from a bigger job. Or he thought about asking for a formal meeting with his boss and his boss's boss. Memos and formal meetings are often good techniques for getting ahead. This approach is discussed in another chapter. But an Eight-Word Message is usually a lot less risky. Ralph decided to try it. His message was "I used to be head of marketing."

When Ms. Dolan, the division head, was in that proverbial elevator, she predictably said, "Hello, Ralph, how are you?" Ralph responded, "The energy in this place is just terrific. It reminds me of the energy at Galomar." She inevitably had to comment, "I forgot you had worked at Galomar." This gave him the opportunity to say, "Yes. I was the head of marketing there." If appropriate, he could have elaborated.

Ralph's goal, at this point, is simply to remind people that he has a broad background. Later, he can change the message. And, at some point, he may even formally approach someone about being on a task force--once he has established a different image of himself.

Giving These Messages to Bosses
Part of the trick of managing your message is figuring out who your "bosses" are. You probably know who your immediate supervisor is (although, in some companies, it may be hard to tell), but who are the other people--senior to you--who can influence your career?

Most people come up with a list of six to ten people who are senior to them. The list could include your boss's boss, some of your boss's peers, or your boss's boss's peers. It could also include a few people outside your organization, such as the head of an important industry association, your boss's peer in another company, or someone considered a guru in your field. These are the people you want to consider when you have an important message to get across.

Part of the trick of managing your message is figuring out who your "bosses" are.
You can't constantly send out messages every time you run into someone, and you'd look like an idiot if you kept saying the same thing. You may, for example, want to send a message that supports your boss or your group, such as "I think we have the best audit team in the industry."

Decide what message you want to send, and to whom you want to send it. Make sure your message is appropriate. In the course of promoting yourself, make sure you do not undermine your boss or say anything negative about others. You are simply trying to manage your own career.