It’s Not the Pitch….It’s the Catch

Communication Gaps in the Digital Age.

Sending a message (call, email, text, presentation, even a crucial conversation with a loved one) is what I call, “The Pitch” and it is NOT the same thing as having that message received, confirmed, understood or acted upon…what we’ll call ”The Catch”.

Big idea: Pitching doesn’t solve squat. It’s the Catch that ensures action.

Let me put this into no-uncertain terms for anyone who hasn’t figured this out yet: Firing off an email doesn’t get the job done. Saying things (even the “right” things) isn’t communicating. Calling and leaving a message isn’t completing the mission.   Making the attempt isn’t the extent of your responsibility and unless you want to be replaced with a robot it’s a smart move to figure that out now.

Hey Millennials, this applies to you too.

Getting a response, a confirmation, the information you’re looking for, or the connection you are seeking IS the goal. “Trying” isn’t accomplishing it. Pitching the ball at the other person is NOT a catch…and means you haven’t accomplished anything yet. That means often you can throw a text, fire off an email, or pitch your message in a meeting, speech or sales presentation and they will not immediately confirm, validate and act. And then it’s YOU who has to take responsibility and keep trying until your goal is met.

You don’t get a participation award in business. It’s a black and white system: Results or not.

Here’s a list of quasi examples and actual pet peeves for anyone who’s trying to get shit done and relying other people to help do it. And if you’re one of those people who pull this sort of “wanna-be responsible” nonsense, be warned: This list will irritate the hell out of the people who are paying you for results while you keep accepting a paycheck every month to “try”. Tick tock. Tick Tock. Your boss is test-driving robots to outsource your job right now.

1.    Sending an email and expecting action to unfold from it like the gates of Heaven opening up for St. Peter. This is what this one sounds like in action.  

Them (using your most obnoxious whiney voiceover voice): “I don’t know why the client didn’t make the call. I sent them an email last week. What do I have to do…make them read it?”

Me: “WTF look” on my face.

2.    Calling and leaving a message and wondering why outcomes aren’t achieved.

Them: “Yes, I reached them…I left a voicemail.”

Me:  “WTF look” on my face.

3.    Sales person wondering why sales aren’t being made.

Sales person: “They aren’t interested in our product.”

Me: “Why? Did they tell you that?”

Sales person: “Well clearly they’re not. I gave my pitch and now they won’t call me back.”

Me: “WTF look” on my face.

Here’s my advice: Sometimes you have to try twice! God forbid! Ask them if they understood and can confirm the right next action! Get outta town! Or even try something different with your approach until you get what you want! Can it be true?

Yoda nailed this one 30 years ago; Do or do not.  There is no “try”.  For the love of God, focus on the Catch! Complete the mission and you’ll be astonished at how little competition you have for a job, a client, or the respect of your team. Oh, and you’ll develop incredible communication skills as a helpful byproduct.

Jon LoDuca is a business strategist who helps seasoned entrepreneurs define and develop profitable applications for their intellectual property assets. Jon is founder and president of The Wisdom Link (founded in 2002), an intellectual capital development firm where he’s provided strategic and tactical guidance, resources, and end-to-end solutions to over 400 leading businesses in 20 industries. He is also founder of PlaybookBuilder (founded in 2012), a knowledge management software and consulting services company.