In my line of work I deal with a lot of people who don’t know what they’re talking about. They have an iPhone, a blog, and Warby Parker eyewear, and suddenly they’re a “strategist.” Suddenly they’re parroting a thought-leader’s latest blog post–a geyser of words that, when assembled, means nothing. However, the words sound smart enough to alienate those who are not in the know, so for a time people get by riding the wave of jargon–a language that requires a compass, two dictionaries, and a mime to translate. They ration that they’re a consumer, they have a Facebook account, and they’ve seen brand campaigns online, and magically, poof!, they’re brand architects and social media marketers. Because, as you know, marketing is easy.
You can’t possibly begin to understand how much this frustrates me, and how incompetence not only hurts me but the industry as a whole. I’ve run into a lot of clients who’ve been burned and now they’re skeptical. I’ve come across freelancers who are quick to quote the latest social media stat or blurb from Gary Vaynerchuk, but when when their logic or pedagogical approach are challenged (what’s your methodology? rationale?), they go mute. I’ve seen consultants steal decks and someone else’s work only to manipulate it to a point where the ideas are garbled, the methodology flawed and confusing. I’ve spoken to a host of experienced peers who feel they have to compete on price because the cool kid down the block (shiny object syndrome) can undercut them. Easy.
There are times when it’s appropriate to “fake it”–when you have an existing foundation of real (and by real I don’t mean reading Mashable) experience, and you’re challenging yourself by taking it to the next level through self-education, mentorship (direct/indirect), and learning through experience based on the guardrails and guidance provided by your mentors + team. Sometimes you have to dive into the deep end to see if you can make it out to the other side.
When it’s not appropriate to fake it: you have zero experience in the industry, or you inflate/invent your experience. Let me break this down real slow: there’s a difference between confidence and competence.
Last week, my peers delivered sound advice on breaking into freelance. There are so many ways in which you can make your dream happen without deceiving your clients or using them as a means to pay for your sentimental education. Side hustle during your main hustle. Volunteer. Apprentice with someone who knows what they’re doing–or barter your services so you can learn the fundamentals of your industry while providing a service for someone who needs it. Take classes, online and off. Offer to help out on a project in another department in your place of employment. Take a job in a company and listen and learn and leave when you’re ready to move on. Be humble about what you don’t know, listen and learn.
Because having an active Facebook page does not a strategist make.
If there’s one thing I’ve learned over the course of my career–it’s this: have the confidence to admit that which you don’t know. It’s not about you not knowing, rather it’s about how you go about getting the answers. It’s about how you learn the fundamentals and discipline to make what you’ve learned your own.