Let’s say you’re the brains of your operation. You’re the bright mind behind the monitor. Or the strategic wizard in the conference room. Or the innovative thinker in the lab. Naturally, you’re invested in the success of your product/service. And you believe no one knows it better than you. Well, you’re probably right.
But what if you’re not the most charismatic communicator? What if you talk too much, or not enough? What if your “uniform” is sweatpants with bare feet but your consumer’s is nearly always suit and tie? Are you the best person to deliver your brainchild to the world? Probably not. Can you defy wardrobe conformity, use PowerPoint and rely on the magnificence of your product/service to do the heavy lifting? Of course you can, but imagine how much more efficient your progress could be with the right people in place to talk the language of your consumer!
Part of being successful is knowing where you’re good and where someone else is better. Certainly, you can polish skills and become more proficient at speaking or writing. With persistence, you can even achieve mastery. But if your time is better spent at the keyboard or in the studio, then pass the baton to someone else who is better at communication, delivery and persuasiveness (unless total automation is your goal, which I don’t recommend).
Sometimes, the brain behind a product/service is not the best messenger to deliver it to the world. Ouch, you may say, but in the big scheme of things, it’s always best to delegate what you don’t do well so you can spend your time doing what you do do well. Let the engaging marketing rep put masterful communication magic to good use. You ALL benefit when the person spreading the word is spreading it well. Cha-ching, cha-ching!