Look at the picture below.
A simple lead pencil, an everyday tool. Yet no single person on Earth is able to make this pencil on his own. You’d need to cut trees, chop wood, mine graphite, extract rubber, mold copper, produce paint, find glue, …
Long story short, nobody can do all these types of craftsmanship themselves.
Can you imagine all the hours spent by all of the people, from different parts around the world, speaking different languages and each specialized in different things, to make something as common as a lead pencil? Can you imagine how big of team you need to produce the pencil that is laying on your desk right now?
Now think about what is happening at your organization…
We see “digital verticals” like online marketing, growth hacking, social media or digital transformation as one-(wo)man jobs. Something a ‘T-shaped’, generalist should be able to pull off.
In the best case a second “lucky person” is put into place (who of course has to combine his or her craft with at least 1 other role in the organization, ‘because let’s be real: digital!?’).
Online marketing, growth hacking, social media nor digital transformation are different than making a pencil.
Though both look simple things, it takes specific experience of different craftsmen to do it well.
The next time you expect from your “digital guy” or “digital gall” to chop, mine, melt, mold, paint and glue at the same time, look at your pencil.
And think: “How many people did it take to make this pencil?”
Inspired by Milton Friedman
Thursday March 10th, Dado Van Peteghem was asked to give a presentation at Comm’af, Limburg: a cooperation between Voka Limburg and the PXL College. The event generated quite the buzz as Comm’af managed to get Marc Coucke as the keynote speaker. Dado was asked to bring the 200-some attendants up to speed on social media: moving them from Social 1.0 towards Social 2.0.
If you weren’t able to attend the event, or just want to check out Dado’s presentation once again – we uploaded his slides for you. Enjoy!
Contact us if you want Dado Van Peteghem as a speaker on your event or if you need help with bringing your social media activities up to speed.
— Duval U. Consulting (@DuvalUnionC) March 10, 2016
— Theofiel & Marie (@theofielenmarie) March 10, 2016
— Benny Van Calster (@BennyVanCalster) March 10, 2016
— Herve Van de Weyer (@HerveVandeWeyer) March 10, 2016
— Filip Verboven (@Filipverboven) March 10, 2016
Traditional media are eroding, their future is uncertain and brands are looking for alternatives to transport their messages: their website, social media or content marketing. But there are a lot of misconceptions about content marketing and most content marketing sucks.
Discover more about why (most) content marketing sucks and how to upgrade your content strategy in this presentation: