Kraft Chairman and CEO Irene Rosenfeld is scrambling to persuade shareholders that her company\u2019s $17 billion bid to buy British candymaker Cadbury is good for both companies. Her pursuit has drawn poor reactions from both Cadbury\u2019s shareholders and Kraft\u2019s biggest shareholder, Warren Buffett.<\/p>\n
I\u2019ll tie this career-defining move to the CEO\u2019s habitual Tilt-A-Whirl head movements (see the photo on the right from a different event) in a moment. First, let\u2019s get your head straight on the essentials.<\/p>\n
Rosenfeld is seeking to transform the world\u2019s No. 2 food company into an even bigger global juggernaut \u2013 but some feel she hasn\u2019t hit the sweet spot with this takeover attempt.<\/p>\n
After Cadbury complained that her price was too low, she told investors that she planned to issue new stock to help pay for the purchase. Buffett, America\u2019s most influential investor, responded with a public smackdown; a press release warning her not to sell stock or increase her price lest it destroy value for Kraft\u2019s shareholders. Don\u2019t spend too much, he urged, as he tried to rein her in. She has until January 19 to make her final offer. Kraft shareholders will vote February 1 on whether to issue more stock. Cadbury stockholders will vote on February 2.<\/p>\n
Now, in an effort to convince shareholders and save the deal, the 56-year old CEO is trying to placate both groups. Kraft has posted a video on its corporate website of Rosenfeld being interviewed by a British woman.<\/p>\n
Her message in this video is influential but unfortunately, a distracting body language habit trumps the brilliant woman\u2019s point of view. It\u2019s a case of\u00a0the eyes trump the ears<\/em>. People must buy into the messenger before they buy into the message. Rosenfeld comes across as a human Tilt-A-Whirl, constantly tilting her head from side-to-side as she speaks. Left-right-left-right-left-right. In addition, in an apparent attempt to appear warm and likable, the CEO plasters on a smile throughout the interview, even when it\u2019s not warranted.<\/p>\n Here are two quick presentation\/media coaching tips to help you prevent undermining your executive presence with nervous body signals:<\/p>\n People monitor you for the signals you send. Project a balance of likability and credibility to hit the sweet spot. Don\u2019t let nervous energy undermine your credibility. To learn more about how your energy level is tied to your ability to influence others, read chapter 12 of my book,\u00a0Talk Less, Say More<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":" Kraft Chairman and CEO Irene Rosenfeld is scrambling to persuade shareholders that her company\u2019s $17 billion bid to buy British candymaker Cadbury is good for both companies. Her pursuit has drawn poor reactions from both Cadbury\u2019s shareholders and…<\/p>\n","protected":false},"author":5,"featured_media":5088,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[52],"tags":[],"yoast_head":"\n\n