Make It Happen

The latest Tipsheet has just been posted.

Ability

Have you ever had an athletic injury, and found yourself on the sidelines?

This happens off the field too: we let a career "injury" shunt us to the sidelines as well. Athletes quickly learn that a leg injury just means a renewed focus on the upper body. So should we when it comes to our careers: our focus must be on ability - not disability:

* Uncomfortable giving presentations? Focus on improving your written communication skills.
* Don't have a particular degree or professional designation? Surround yourself with those who do - and use their skills.
* Turned down for a special project? Focus on distinguishing yourself on the projects you currently have.
* Hate doing "sales"? Spend time learning about your customer's needs.

This week's action item: Have you unwittingly been focusing on your injury? Catch yourself if you have, and use this energy more productively to achieve an important goal. Focusing on your career injury defines your boundaries; focusing on your abilities defines your potential.

Have you ever been given one of those cube-shaped paper pads, with corporate advertising on the side? They are very convenient, and a clever way to get your name in front of your market.

Not too long ago, I was at a trade show where Weight Watchers had a booth. (They were selling their services to the corporate market, which was why I was there too.) I normally don't engage in conversation with booths that have little relevance to me, but I was blown away by their marketing genius: Along the entire side wall of the booth were those cube-shaped paper pads, stacked from bottom to top. The only difference was they weren't cube-shaped, they were half height! Can you imagine - paper pads on a diet?

I went up to the person who was in charge, struck a conversation, and mentioned the half-height paper cubes. Their surprising response? "Yeah, we work for such a cheap company - they can't even afford proper advertising"

Pfffft.

Were the half height paper pads done because of cheapness, or as a clever marketing ruse? It doesn't matter. To me, the lesson speaks to the need to organization alignment: in this case, between marketing and sales to HR. Strategically, if the people aren't "onboarded" properly, and if the mission, vision, and values aren't "living", then they are dead. And when the marketing folks don't connect the message of the day to those in the front line? There shouldn't be a surprise when some other message gets delivered.

Today, I appeared on two very different radio shows.

The first was CKTB in St. Catherines, a local market, where the host had a number of specific questions he wanted answered. It was a fast-paced Q and A format on the lunchtime talk show.

The second interview was on CBC Radio One, for Freestyle, a national radio show. In this case, it was an intellectual conversational format, with the two hosts and I going back and forth on the subject matter.

Two different audiences. Two different show formats. Two different geographical reaches. Two different time slots. And one "same" Randall Craig.

To me, the essence of communication isn't subject expertise, or vocal skill, but rather whether the audience truly understands the key points. And for this to happen requires a knowledge of the audience's needs, and an ability to adapt to meet those needs. The adaptation might be in content, style, logic, or any other element.

This is applicable if you are a senior manager addressing your team, a salesperson making a pitch, or a professional speaker delivering a keynote.

Can a tiger change it's stripes? Probably not. But if you want to get your message out, you must!

Randall Craig
www.RandallCraig.com