So what do you do exactly?
I get this question more and more, the most recently by one of my college roommates during a visit before he sets off on his clearly defined job with the US Consulate in Mexico. He has a job that is assigned tasks and tasks are carried out. The results are measurable, not esoteric. It’s pretty easy to explain.
However in the world we are in now, and will continue to be in maybe for years to come, if not forever, “what you do” won’t be as clearly defined. Rather the question may be, can you help me to this, especially for brands, businesses, teams, schools who now realize that clearly defined roles might not always be the best…and that adapting and realizing what skills are needed from unconventional places, might make even more sense in a world that is very fluid and somewhat undefined.
In a world where consulting and multitasking is becoming more and more the norm as businesses struggle to find ROI and keep up with changing demands, that question is even more important when you think of how you define yourself vs having a job define you.
There have been recent examples we have looked at in this fluidity…the role of Chief Marketing Officer has evolved into someone who understands digital storytelling, brand engagement, strategy, sales and other disciplines, and builds to keep moving the business forward is not just what it once was, with creating one piece of a story and then either handing off or pulling in other pieces of an organization. We have written about the role of the chief storyteller, a kind of hybrid that is not just sales, marketing or communications, but is someone who takes on a larger role making all the pieces of a brand fit together and making sure that the story is being communicated and executed correctly. We will see more of that in lieu of just “marketing” (keep in mind they are all just titles and we all need to have a better handle on LISTENING and learning about all the roles in a company, brand, team, league or platform are) or “Communications.” Holistic storytelling is key.
We have seen new positions like Director of Gaming, and Director of Fan Confidence emerge in the last few months, has areas like health and wellness and sports gambling grow and become more and more of a key factor in an economy that will place literal dollar values on those roles. Then we will have the increased value of Directors of Diversity and Inclusion and all aspects of Cause Marketing and Social responsibility continuing to rise…positions that may have been subsets of sales or HR at one point, but now can involve greater aspects of the culture of a positive business environment, not just box checking. They speak to the need for diversity of understanding of all aspects of business, especially storytelling in all forms.
While specialists in some areas are always needed…who doesn’t have a good plumber or electrician on speed dial…the job of advanced roles that are not so siloed for all evolving businesses is fun. It presents a challenge for the veteran in a role, but in reality, it creates much more opportunity for those interested in listening, learning and evolving. “That’s the way we have done it,” becomes rarer and rarer, and that’s not a bad thing at all.
The most important thing is to keep evolving, learning and adding new skills to fit with the times; utility players become more and more of a key role not just in sports, but in the big picture, and being the adaptable keeps us engaged and fresh.
What do I do? What do you need, and more importantly, what can’t I do to help you GSD and grow?
Let’s figure it out together. Check the title at the door. That’s old school.
