Seth Godin just summed up what I've been trying to put my finger on (and explain to others) exactly what it is that I do, love, and am damn good at. Yes, that's bragging. Why toot my own horn today... simply b/c many recognize it, many have fought it (trying to label or push me into 'sales' roles), but most importantly many have benefited from my advice, suggestions, and action plans. Now, finally thanks to Seth - I can merely send a link and build my own brand, and explanation of this 'art & science' technique that expanintially helps client's profit sore!!
Here's an excerpt:
Hire an architect
Architects don't manufacture nails, assemble windows or chop down trees. Instead, they take existing components and assemble them in interesting and important ways.
It used to be that if you wanted to build an organization, you had to be prepared to do a lot of manufacturing and assembly--of something. My first internet company had 60 or 70 people at its peak... and today, you could run the same organization with six people. The rest? They were busy building an infrastructure that now exists. Restaurants used to be built by chefs. Now, more than ever, they're built by impresarios who know how to tie together real estate, promotion, service and chefs into a package that consumers want to buy. The difficult part isn't installing the stove, the difficult (and scarce) part is telling a story.
I'm talking about intentionally building a structure and a strategy and a position, not focusing your energy on the mechanics, because mechanics alone are insufficient. Just as you can't build a... (continue...)
THANK YOU! THANK YOU! THANK YOU!
- SETH GODIN, as always your ability to 'nail' and capture a business trend, concept, or angle brilliantly in just a few select words. You've inspired me to keep going and build my business as a 'general marketing contractor' for clients.