Following movie awards season, and coinciding with several events, pitches and conferences, I was struck by the thought that much of the behaviour in business development shares similarities with acting.
Both actors and business developers consciously shape how they are seen, drawing on the same underlying dynamics of performance, impression management and emotional labour.
Taking a lead from the phrase “All the world’s a stage”, you can easily swap a stage for a pitch presentation, a movie scene for an introductory client call, or a pre-shoot read-through for a business planning meeting.
Front stage and back stage
The sociologist Erving Goffman described the front stage as the place where individuals perform, adhering to conventions and roles for an audience. The back stage is where individuals step out of character, relax, and prepare for future front-stage performances.
He also explored impression management: the conscious or subconscious, and often calculated, effort to control the image others form of us.
Standardised behaviours and lines guide interaction, like acting in a play. A shared understanding of what is happening is essential for social cohesion.
Goffman’s central argument is that there is no single “true” self; identity is a collection of roles performed depending on context. The self is a social product created through these performances.
Both actors and business development professionals engage in this kind of performance, carefully curating their persona to win attention, trust and ultimately a desired outcome.
An important lesson we all need to be reminded of: no acting.