The point Kawasaki made in that post reminded me of something Jeffrey Fox wrote in his book, “Don’t Send a Resume” (Get it here.). Fox recommended that we shed the “Objective” part of the resume. And it seems Guy Kawasaki agrees with the idea. Both of them state that the “Objective” section is a reference to your goals and desires. And you have little time and real estate to capture their attention. So, don’t waste both talking about what you want, because they don’t care.
Don’t Lead With What You Want On Your Resume. It Doesn’t Get Their Attention.
While I was undergoing instructor training, one of the things that came up constantly was that nobody cared what we wanted. For example, during our training sessions, one of us promising instructors would invariably say, “… and now I want you to do…”
And from the back of the room, the master instructor would immediately yell out, “Nobody cares what you want!”
We teach this same idea in our sales training as well. When you sit down to consult with your clients, they don’t care what you want. They don’t care that your feet are sticking through the floorboard of your car. Or that your kids have soccer practice at 5:30, or if you haven’t slept for the past 4 days. The only thing they care about is solving their current problems. That’s what has their attention. And they will listen to your sales presentation only as far as it will help them solve those problems.
This same principle applies to the job search. Your prospective employer doesn’t care what you want. But they do care about the problems that are dominating their attention. Like the client in the sales process, they want to know how to solve their problems and if you can help them solve it.
The third human relations principles we teach in the Dale Carnegie program is arouse in the other person an eager want.
To make this happen, you will need to ask probing questions and do some serious listening to understand what your audience wants. Once you have an idea about what they want, you can use your resume to show how your strengths and skills will help them get it.
If you can help them do that, you are one step ahead of your competition.