The Power of Lists

December 15, 2007

The Power of Lists

trophy2.jpgI enjoyed reading Time’s feature on Top 10 Everythings This Year while on a long flight back from the West Coast yesterday. Although some were silly (top 10 T-shirt worthy phrases), most were fun. At the end of the issue, an essay by James Poniewozik on the Power of 10 hit home. Since I spend so much time reviewing and gathering top 10 “best of” lists or “scorecards” for companies that want to boost their reputations, Poniewozik’s list of why top 10 tables work so well provided me with some good tips. Here are a few “best of ” points that I took away from his essay:

  1. List mania started with our very own 10 Commandments (blame it on God, says Poniewozik)
  2. Numbers Rule. Quantification trumps qualitative anytime.
  3. Lists are Web-friendly. “Lists are inherently bloggy. They’re bite size, they’re opinionated and they’re a guaranteed spur to conversation…”
  4. Lists are memorable. They are brilliant marketing and branding tools.
  5. Lists are authoritative. Time said the best and worst business deals of the year were so and so and that’s good enough for me. Fortune named such and such company the most admired and now I don’t have to think much more about it.
  6. Lists are engaging. We can tell our friends and colleagues about them and sound informed.
  7. Year-end lists are the king of the roost. They make us fast-forward backwards and recognize all the amazing things that happened over a 12 month period. Who doesn’t want to know the most embarrassing moments of the year! Or the top 10 movies of the year.
  8. Lists impose order. With all the infosmog circling above us, order helps us keep track of what’s to know. Lists put an exclamation point on things that fill up our lives.

Since I am writing here about lists, I thought I would add that I just was voted onto one. I was named one of the 100 Most Influential People in Business Ethics for 2007 by Ethisphere magazine. And yes, I was delighted. Weber Shandwick was too. So my year ended with a bang and I have 12 months to stay relevant!

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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