Swagger

It’s hard to think of a word less often associated with the engineering profession. People in the technical trades are typically viewed as reserved, even stoic. Not dashing heroes swinging from the yard arms, blade between their teeth, swashing and buckling and leaving their adversaries in awe and disarray. But why not? Why not swagger?

It’s Webster’s fault. Webster’s dictionary defines swagger as “arrogant or conceitedly self-assured behavior”, a definition rife with judgmental adjectives. By contrast, the lesser known but infinitely superior GNF dictionary likens swagger to “a confident melody dancing through a crowded room, captivating everyone in its rhythm.” Take your pick.

Every consulting firm is built on two things, capable people and worthy clients. ‘Winning at consulting’, requires winning the ongoing battle for their hearts and minds. Yet, when you think about engineering organizations, public and private, they’re mostly a mono-culture. Vanilla and vanilla bean. ‘Our people, our projects, our support for the social cause du jour.’ ‘We’re thrilled and excited to attend the blahdeblahdeblah…conference.’ Ho hum….

In the competition for hearts and minds, being outstanding (more like Cannonball Caramel Blast), is an outstanding way to stand out. There’s far less competition in the swagger space, yielding an opportunity for your own confident melody to be the rhythm that captivates and claims a competitive advantage.

How? Assuming your people/team/organization are at least in hot pursuit of excellence, confidently adopt the demeanor that they are indeed the BEST. Who doesn't respond favorably to being deemed the best? And who’s to say they aren’t? Swagger is subjective truth, not objective. More than anything, swagger is a statement about how an organization chooses to see itself. Are we exceptional? Are we exceptional! YOUR G** D*** RIGHT WE ARE!!!   (Thanks Jack).

The people who respect excellence and want it for themselves, like capable people and worthy clients, tend to favor an organization or team that doesn't hesitate to exude confidence and pride in its people and products. 'Maybe they really are that exceptional... They certainly believe in themselves. That says something.'

For a smaller organization wanting to punch above its weight, an aura of bold self-assurance can level the playing-field with the big guys, both in recruiting and competing. And those super-valuable swashbucklers who energize and drive organizations and industries... believe me, given the choice they'd rather sign on to a pirate ship than a cargo ship. Hearts and minds…hearts and minds.

Fair winds and following seas,

Dave

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Written by me, not ChatGPT