What’s Boris Johnson’s main appeal? Anti-slickness.

The new British prime minister is notorious for his undignified stunts and sloppy personal appearance. But in an age of presentation coaches and instant feedback, this isn’t necessarily a liability.

Marketing guru Don Peppers in Life’s A Pitch calls it de-slicking your production. The idea is that a sharp and faultless presentation can intimidate people and work against you. Don recommends injecting a note of humanity, for example by giving some of your pitchtime to an unpolished junior who will likely make a few harmless slip-ups.

SCRATCHING IT

A handsome and imposing manager I met early in my career recommended rubbing your backside on the way out of the room to show you’re just a person.

Boris Johnson metaphorically scratches his ass in public. It’s both funny and deplorable. But slick it ain’t, and that should work in his favor.