I’m doing a course, for which I will need to present what I do in about 60 seconds and make it sound if not completely enthralling, at least memorable. The words project management or marketing won’t do in that situation. I could say that I create compelling experiences around one of Sweden’s strongest media brands, but I’ve heard there is a certain circle in Hell reserved for people who say these sorts of things and I can’t risk that.
Which made me think.
What do I do, exactly?
It is a general problem, of course, in a post-industrial society. (A manageable problem for us without working-class parents, but God help those with. Like my boyfriend the copywriter, constantly plagued by visions of his father welding.) And like with any knowledge economy job, I spend my days doing a myriad of different things, high and low. But it has to be possible to identity the activities that actually produce the most value, and define it with those. Like the baker, who stacks baking-tins from time to time but will present his work as baking bread and making cakes.
So, this is what I do.
I write emails, and I drink wine with people that matter in my brand’s universe.
The first is creating value by facilitating value creation by other knowledge workers (mostly), enticing CEOs to give keynote speeches (gently) or editors-in-chief to subject to deadlines (forcefully).
The second is creating value by building network, and it is what working in media will be increasingly about. Other businesses too, but with relationship-driven brands like media brands, it will be, in fact, everything.
Which is why I will, being a generous kind of person, give away a secret that will help you succeed in this business.
There is a trick when drinking wine with people that matter in your brand’s universe.
Make sure it is white.
Red wine stains your teeth.
Bryan F – A master of media