by Dan Ward
Mashable’s Seth Fiegerman is correct. The video released Monday by McDonald’s CEO Steve Easterbrook – discussing his growth plans for the company – is “passionless.”
But Fiegerman is off base in attributing this lack of passion to Easterbook’s “even, careful speech” and bland gestures. I found Easterbrook to be passionate and engaging.
The problem isn’t Easterbrook; it’s the setting and length of the video. Steve Jobs would have appeared boring and passionless if he spoke for 23 minutes in a dimly lit, empty hallway.
If you’re using a visual medium, make it visual, and by all means make it brief. Watching even an engaging CEO slog through a 20-page script is the equivalent of eating cold fries.