Don't Just Do Something

We have to remember that lots of people out there are throwing out ideas because that's what they do. Meaning, the ideas aren't necessarily useful. They're in the "throwing out ideas" business. Or that's how they get their attention.

That's what I do, too. I'm not saying I don't.

But the problem is then other people will absorb these ideas, especially if more than a couple of people say them, and then quote them as gospel. It's the half-a-roast story. You know that one, right?

The Half-a-Roast Story

Tommy wants to help Dad make a roast for dinner. Dad takes Tommy to the butcher shop and finds the best looking roast in the case and says, "I'll take that one, but could you cut it in half for me?"

"Why do we do that, Dad? Why cut it in half?"

"Oh, it's how my Uncle always did it. I don't exactly know. Flavor, I think. Something to do with the flavor. You know what? Let's go visit him and ask." (Quick subway ride uptown.)

"Uncle Oskar. Why do we ask the butcher to cut the roast in half. Flavor, right?"

He scratches his big bristly steel wool beard and says, "I don't really know. I learned the half-a-roast thing from old Grandma Davis. She's in the nursing home, but we can ask her. I always thought it was so we could have two roasts. One for this Sunday, and one for Tuesday. Let's go for a drive."

Grandma Davis lives in assisted living, but she's still pretty smart. She dips festivals in milky tea. You know festivals , don't you?

"Grandma, why do we order half a roast from the butcher," Tommy asks. "Is it the flavor? Is it so we can have two different roast days?"

"What?" The old lady laughs and laughs. Her teeth almost fall out. "No!"

"We got half a roast back then because I didn't have a pan big enough to cook a whole one."

Don't Just Do Something

All these thinkers muddy up the place. They spout things they've picked up from a conference. They repeat ideas scratched on a slide deck as if they're tablets straight from Moses.

Marketers do this all the time. We need the THIS. Everyone knows if you don't have a THAT, you're practicing OLD marketing.

I swear. You know what would be cool? If marketers sold things. Define the marketplace, put the thing I need to sell into it, get enough of those things sold that I can buy a nice pony.

Sinek wants us to find our why. I want you to find your "Why the hell are we doing this thing?"

Work for Work's Sake

If there's any more obvious enemy to your time, it's that: work for work's sake. Sometimes, I talk to people who seem to think their job is to have a job. Not to actually do something particularly additive, but to do something. It's rare. Most of the time, I see people who feel like they're participating, who imagine they are additive of the experience, but they measure this in words and documents and the sheer weight of added-on stuff.

Just do the thing. Just sell the thing. Just make it faster/easier/better/happier to buy and implement and experience. Ask "what can I do here to make this better?" Not just "what can I add?"

I'd trade "let's meet about this" for "I did a little extra work and I think there's a way we can deliver this easier" every day of the week. Wouldn't you? SHOULDN'T you?

Chris...