More Than Talk » Do What Works | SNP Communications

Aug 05 08

Do What Works

By Renn Vara

When we had our first baby, we weren’t prepared for the onslaught of unsolicited advice. We got it from anyone and everyone. Of course we expected it from the grandparents but not total strangers standing in line at our local Safeway. But that’s where the best advice I ever received came from. And it was this, “Love your kids like crazy and do what works.”

Now almost 20 years with its many memories later, I can attest to the great wisdom implied in that simple directive. It ended up being the cornerstone of our parenting resulting in the two wonderful young adults we have the privilege of knowing today.

This came up this morning because SNP is in the midst of a baby boom. We have three employees in the later stages of pregnancy along with a long term customer who’s about to have twins. Babies are on our mind as you can imagine.

Now what does this have to do with corporate communications? Using parenting as the metaphor, we make the biggest mistake when we allow our preconceived notions drive our parenting. We focus on our own expectations, our own insecurities, and our own childhood. Bad idea.

Now apply this to your work. Are you making the same mistake? Instead of listening to your customers – both internal and external – and doing what works, we often focus on our past experience at the expense of the new reality. The best example is often with teams who serve large sales forces. Rightfully so, they get jaded over the years because sales folks aren’t the best consumers of corporate information. Nor should they be. Their job is to serve their customers and drive the revenue engine.

So here’s my “parenting” advice to corporate communicators:

- Everyday remind yourself that it’s not about you, ever.
- Listen, learn and adjust to the reality of your customer(s).
- Be open to new ideas and don’t be afraid to test them. Just make sure the new idea is about your customer and not about you and your career.
- Don’t be afraid to be wrong. But admit it fast and move on.
- Enjoy your customer with all their quirks and misdirected ideas and priorities.
- And in the end, be totally dedicated to their success. Did I say “it’s not about you”?

So if you see me around town and you have a baby in tow, stop me from jumping in with my brilliant advice and just say “I’m doing it.” I’ll smile in that way experienced parents smile and move on.

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