Alan Weiss is the Godfather of consulting.
In his new book, he talks about Brains versus Hands, and it got me thinking:
Which one do you work with?
In my world, I often encounter people looking for hands but who really need Brainz instead.
I’ll give you an example:
I recently did some work for a multinational brand that had an apparently simple request. It was to reconceive a concept (so it could be used internally), and then rewrite one page on the website. Sounds simple, right?
Well, it is. Except for the fact that there was no need for the page to exist as a standalone entity. Why waste time and money putting it together when the audience apparently didn’t care, and there was no need to read it (or do anything as a result of it)? And except for the fact that the concept was already being kind-of addressed by other wordsmiths, too.
If I had simply taken the brief and just rewritten it without being honest about the lack of smarts around it, I wouldn’t be doing my job.
Why did it exist?
Who goes there?
What’s the point of it being alone?
Why wasn’t it combined with this other page over here?
Why do you have multiple hands attempting to wrangle this thing?
What’s its intention?
What strategic need is it fulfilling?
How do you intend to manage it?
If it’s for internal use as a concept, why do your prospects give a toss?
Why the website and not an intranet?
Is this a legacy from another poorly told story?
Brains add value to your business.
Hands just do what you say.
I tell ya, if I ever pay a subcontractor to do a thing and they’re just hands I know for sure that I’m not getting my money’s worth.
If you’re not willing to be challenged, you’re not running a business of any value.
This is an attitude I want you to adopt, starting today.
To get a Brain on your existing client communications, leave me a message at https://zipmessage.com/leticiamooney/ and we’ll get together and jam.
~ Leticia “Way more brains than hands” Mooney