Pat’s Point of View

So many people have extracted lessons from Gordon Ramsay’s style, from management to consulting (for instance there’s me, Ruth, Donna, Craig and even The Australian) that it’s becoming boring. He’s obviously good value, but I’m now looking elsewhere for analogies.

Sticking to the reality TV theme, though unintentional, bears much fruit and I can’t think of any better example than Trinny and Susannah. I think they are brilliant at what they do, without having to drop the F-bomb every few seconds (don’t get me wrong I don’t mind Gordon’s profanity but it does make him less accessible).

I first happened across Trinny and Susannah (T&S) in their UK show and series of books “What Not to Wear”, where they gave ordinary people fashion tips tailored to their body-shape, lifestyle and budget. For those of you not familiar with the duo, this isn’t your typical fashionistas spouting on about “What’s hot this season, darling”, it’s honest and useful advice for real people. And it goes much deeper than vanity, most often the cause of the problems they solve are the emotional hang-ups we all have inside. They make people feel good about themselves and accept who they are.

Since then they have continued to help people across several more TV series, as well as across the globe. Theirs is an excellent model for consultants, with core traits such as:

• Working as a pair, they balance each other out
• Breaking it down into simple rules we can understand
• By exposing themselves, literally and figuratively, they foster trust and empathy
• A true desire to help others
• Ruthlessly forward, there’s no room for shyness, excuses, self-denial or apathy
• A simple process: research, understand, extract, boil down, try, validate, rollout

The process I speak of in the last point, was well documented in the more recent series “Trinny and Susannah Undress…”, where the girls showed that their approach can scale too. Doing some very ethnographic-like formative research around a particular problem, they extract insight and develop their rules, followed by application of the results to thousands of people. A series of huge publicity stunts for the BBC, no doubt, but this is consulting on a level rarely seen (and with genuine results).

I think possibly the most interesting aspect of their approach is the development of rules. This is what makes their work so accessible; anyone can get simple and straight-talking advice that suits them. What colour combinations go together? What choice of clothing hides this, or accentuates that? What colours go well with my complexion?

I’ve even done this myself, making use of the rules for guys-without-six-pack-abs and it works. In fact T&S’s work with men is probably the best of all, because if there is anyone who needs simple rules to supplement bugger-all fashion sense it’s the male population.

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