How to Influence Big Tech Executives: Strategies from a Former Meta and Airbnb Leader

Judd Antin, a seasoned tech industry veteran with over a decade of experience at top companies like Yahoo, Meta, and Airbnb, has shared key strategies he employed to effectively influence high-ranking executives, including Mark Zuckerberg, Sheryl Sandberg, and Brian Chesky. His insights highlight the importance of linguistic mirroring, avoiding blank slates, presenting ideas in pairs, and thorough pre-meeting preparation. Be a Language Mirror One of Antin’s most impactful strategies is linguistic mirroring, which involves listening carefully to the specific language and speech patterns used by executives and then subtly reflecting those cues back in his own speech. This technique is powerful because it creates a sense of alignment and understanding. For example, when tasked with leading a major reorganization project at Meta, Antin noticed that an executive’s rationale was centered around efficiency. Despite believing that efficiency wasn’t the top priority, he framed his alternative approach using efficiency-focused language, successfully persuading the executive to adopt his design. Never Present a Blank Slate Senior executives often have limited time and must switch contexts rapidly between meetings. Antin discovered that it was essential to avoid presenting an open question without a proposed solution or a project plan without showing progress. By starting with a tangible update, he could quickly capture their attention and guide the conversation to the crux of the matter. In one instance, while leading a complex project at Airbnb, he completed a straightforward initial phase and presented his progress as an introduction. This approach enabled the executives to grasp the project’s context swiftly and provided a foundation for focused feedback and approval. Present Ideas in Pairs Intuitive decision-making is common among C-suite leaders, but understanding the reasoning behind their choices is crucial for making fast progress. To achieve this, Antin adopted the practice of presenting two or more contrasting ideas for discussion. This strategy shifted the conversation from gut reactions to a more analytical consideration of pros and cons. For example, when seeking input on a new feature, he would propose two viable options and ask executives to choose between them. This approach not only facilitated clearer communication but also helped him align with their strategic vision. Do the Pre-Work Preparation is the cornerstone of effective communication with executives. Early in his career, Antin entered a few high-stakes meetings with Mark Zuckerberg unprepared and struggled to navigate the room. He later recognized that understanding the broader context and the opinions of other key players beforehand was essential. Before crucial meetings, he would conduct internal research, preview his presentation with key executives, and gather insights into potential points of agreement or disagreement. This pre-work significantly enhanced his ability to deliver targeted and well-received presentations, ensuring smoother interactions and quicker decision-making. Working with C-Suite Leaders Can Be Unpredictable Despite his extensive experience and refined techniques, Antin acknowledges that not every interaction with executives was successful. The unpredictable nature of these discussions required constant adaptation and learning. However, the skills he developed to navigate high-pressure situations have been invaluable throughout his career, making him a more effective leader. Antin’s strategies offer valuable lessons for anyone aiming to influence decision-makers in the tech industry. By adopting these techniques, individuals can enhance their communication skills, build stronger relationships with executives, and drive more significant impact within their organizations. The success of these methods underscores their practicality and effectiveness, particularly in an environment where quick and informed decisions are critical. Industry Insights and Company Profiles Judd Antin’s experiences are highly regarded in the tech community. His role as a research leader and head of design studio gave him unique visibility into the inner workings of companies like Meta and Airbnb. These positions are critical in today’s tech landscape, where user experience and data-driven decisions play a pivotal role in product development and company growth. Antin’s ability to bridge the gap between research insights and executive action underscores the importance of interdisciplinary skills in leadership. Industry insiders frequently emphasize the need for leaders to be adept at both technical analysis and interpersonal communication to thrive in fast-paced, innovative environments.