Back in 1984, the Gillette Company lunched a series of commercials for its "Dry Idea" antiperspirant. The ads featured notables such as fashion designer Donna Karan, actress Lauren Hutton and comedian Elayne Boosler, and were all capped off with the bold tag-line "Never Let Them See You Sweat." Take a look:
But that was 1984.
A little over a quarter-century later, I think the opposite holds true. Not only do I think that indeed, you should "Let 'Em See You Sweat," I think you wear your perspiration with pride.
I learned this lesson double-barreled over the weekend in Chicago, where I was attending our Just For Laughs event there.
Part (A) of this lesson...
...was the difference between two shows I saw at The Vic Theater.
On Friday, Jeffrey Ross, the unkempt teddy bear known as The Roastmaster General tanks to his raucous appearances on the Comedy central Roast series, performed his solo how there. The following night, the much beloved Seth Myers of SNL Weekend Update fame (not to mention his unforgettable, show-stopping stint keynoting this year's White House Correspondents' Dinner) did the same.
Myers was smooth, personable and polished; quite the impressive feat given that stand-up is not his mother tongue, so to speak. At then end of his hour-long set, there was nary a hair out of place. He was fresh, funny and suave.
Ross, on the other hand, was the visual equivalent of Filene's Basement after a bridal clearance sale. His wild hair was wet-tipped, his shirt pulled from his pants and rumpled (his jacket came off about 10 minutes into the show and was tossed randomly over a chair). He wasn't nervous, but he was visibly working it (especially when he brought a dozen or so audience members for a speed roast on stage), and it was evident.
I saw both shows and loved both of 'em. But there was something different about Jeff's performance vs. Seth's.
Seth made it look easy. Jeff made it look hard. And although both got standing ovations, I'd dare to say that Jeff's was more heartfelt, driven by appreciation in addition to TV recognition.
So, now for Part (B)...
I worked out twice at the hotel gym with my TRX RipTrainer while in Chicago. Following each workout, I took a pre-shower detour into our production office for a post-workout treat (a sample-size Twix bar, for a sugar fix/sin/reward).
The first time, I wore a black long-sleeved top. Not a lot was said; a few "You've been in the gym?"s but that's about it. I was basically anonymous.
The second time, I wore a grey long-sleeved top. The sweat showed through like a grotesque, Rorschach blot-like stain. The reaction was remarkably different.
"Oh my God, you must've had one hell of a workout!" was the basic tenet. Here, check me out in this G-rated, Anthony Weiner-esque, un-retouched photo at my Saturday workout:
There's a fundamental reason why grey is the best-selling color of workout and yoga wear--sweat shows through it blatantly.
You wear grey to the gym, you show the results loudly and with pride.
There's no shame in sweating.
Better still, there's a benefit in letting it show.
Because Sweat Sells.
Houdini understood, and exploited, this over a century ago. The master of escape could break his bonds in seconds. But where's the win there? By making it look hard, he heightened the tension, and exponentially cranked up the appreciation once he made his appearance, free of all encumbrances. (Under cover of tarps or crates, he often relaxed with a newspaper while his audiences were hyperventilating, hoping and often praying for his safe re-appearance.)
There's something about today's digital society--and I can't put my finger on exactly what, but go with me nonetheless on this--that rewards those who are liberal in exhibiting effort, and better yet, in not hiding the inevitable kicks in the pants they bear the brunt of. Steve Jobs' legend is almost deified due to his ongoing battle with pancreatic cancer. And Donald Trump is almost universally reviled because of his seeming sense of entitlement.
Nobody likes the guy who makes it look effortless, too easy. In business, as in sport, the grunting, grimacing and pouring of perspiration is a sign of strength, not weakness.
So even if it's easy, find a way to make it look a bit harder.
Go ahead.
Forget the Dry Idea.
Let 'em see you sweat.
Despite the stains and smell, your audience, your customers, your teammates, employees or bosses will embrace you tighter because of it.