There is a lot to be said for going heads down. This post goes out to all the people too busy doing to pontificate. If you have someone you know who fits this bill, please feel free to pass along this post to them. It's a great way of saying thanks.
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While there is a lot of value in engaging with brilliant bloggers with cutting edge opinions, the business leaders who actually build these solutions may have far more value than we recognize as an industry.
I recently had the pleasure of sitting down with an old friend who is without a doubt one of the smartest emerging channels marketers of our time. He had an interesting insight: when you get into the thick of a leading a team, creating new sell-able products that solve real marketing needs, delivering real outputs with regularity to real clients, you often stop being viewed as a visionary. When you stop talking about it and start doing it somehow you are viewed as less of a leader by "the conversation" at large. The conversation focuses most on what you are adding to them, but your career is about how you drive business forward.
In today's era of talk-talk-talk and more talk we don't do enough to celebrate the people who are too busy to talk because they are actually doing.
Much of the time, the thought leaders with the most Twitter followers aren't the most experienced, they are simply the most effectively communicative of their opinions. While personal branding is a proof point when it comes to evaluating a prospect for a social position or consultancy, far more weight should be put on what they have done than what they have said.
This is a paradox of the conversation about conversational marketing. The more one focuses on the marketing the less they invest in the conversation (by necessity). The more experienced one becomes, the less the community values their perspective. note: the exception are those in a public communications positions. If your job is to talk and sell in the conversation, you can do both talking and leading.
Over the past few months I have been blogging far less, but not because there is less to say. I have said less because I am doing so much more. This isn't just about being too busy to blog, but being too engaged in too many efforts to write an opinion or perspective (without covering something related to a real life challenge I'm facing).
So here's to all those heads down really working. Thank you for not tweeting. Thank you for driving the less-glorious day-to-day business that will drive our channel forward. Thank you for making this space a reality. Let's just remember to talk every once in a while. We have a lot to learn from one another.