McBride for Business Blog

How Packaging Can Make a Big Difference: Lessons from President Trump’s Speech to Congress

March 1, 2017 // R. Shawn McBride // 2 Comments »

On February 28, 2017, President Trump addressed Congress about upcoming issues and the cooperation among the political parties and about moving America forward. What was interesting is the takeaways and reactions of various media outlets and even his critics afterward. Almost everybody said that Trump sounded presidential and that he took a much more moderate line. What’s interesting is his core promises, and the things he talked about, didn’t really change from those that he said before that angered so many.

What did change is his style of delivery. I think there’s an important lesson here for us in business. We can still hold our principles and hold our ideas. But if we package these principles correctly and if we put them out in a certain way that is true to us, but yet allows others to see it in a way that they’re open to receiving it, we can have a much bigger impact than if we give the same message in a harsher tone.

President Trump has often been criticized for not being sensitive to others, or for taking a hard-line stance without being reasoned. But now we’ve watched him take a very similar message and put it in a new packaging and deliver it in a different way that has caused everybody to stop and pause and consider what is going on.

I think we as business people can learn from this. We can package our messages better. We can put them together in ways that are better received by all. A little bit of adjustment in how we say things, or how we present things can make a huge difference in how people receive things.

What’s been your experience? Have you struggled with getting the right tone? What have you done to make sure things go correctly in your world? Join us in the comments below.

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This posting is intended to be a tool to familiarize readers with some of the issues discussed herein.  This is not meant to be a comprehensive discussion and additional details should be discussed with your attorneys, accountants, consultants, bankers and other business planners who can provide advice for your circumstances. Each case is unique.  Past results do not guarantee future outcomes. This article should not be treated as legal advice to any person or entity. Amanda Nelson.


About the Author

Shawn McBride is the Chief Innovation Officer at McBride For Business, LLC. His signature keynote, The 3 Laws of Empowerment (, gives audiences an entertaining look at how they can prepare, plan and protect themselves. You can reach R. Shawn McBride at or (214) 418-0258.


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Posted In: Business

2 Responses

  1. Dave Woods says:

    “It’s not what you say; it’s how you say it,” Mom always said. And she was correct.
    Or maybe, “Tact is the ability to tell someone to go to hell in such a way that they look forward to the trip,” Winston Churchill.
    Communicating in a language as tricked up as English can be a challenge even for a native speaker.
    This speech was transcendent in that it was (1) unexpected, (2) uplifting and (3) delivered with apparent sincerity. As Mom would have said, “Spot on, Sir!”

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