Club Insider

Hire Smart

  • For this article, Log In to:
  • View eVersion View eVersion | Download PDF Download PDF

Derek BartonDerek Barton

A friend of mine sent me a picture of Steve Jobs, which included a quote of his that read: "It doesn't make sense to hire smart people and then tell them what to do. We hire smart people so they can tell us what to do."

My friend knows that I am in the consulting business and that I would appreciate that quote, especially from my business hero. When you really think about that quote, it becomes thought-provoking to say the least.

I recently read an article that proclaimed that the smartest person in the room cannot out-think a group of smart people working on the same task. In other words, the synergy in that group of people will result in a better idea or solution to the problem at hand than the smartest guy will by himself. There's something to be said about "Round Tables," "Think Tanks," or good old fashioned "Brain Storming." Bottom line, nobody seems to stop long enough to really think about a situation from all sides before they act. It's the age-old problem, "READY, FIRE, AIM!"

In advertising, there is the shotgun approach and the sniper approach. With the shotgun approach, you're really not aiming at a specific target; instead, you're pointing in the general direction hoping to hit something. With the sniper approach, you are aiming at a very specific target. You have to take your time to prepare, focus and aim in order to hit the bullseye.

Many companies don't take enough time to talk about their marketing strategies and how to improve upon their market share. They keep running the same play over and over again thinking it will work because it seemed to work once; or, they see the competition running the same kind of play, so they think they have to copy them. Surround yourself with smart people who have the courage to tell you there is a better play. You don't always have to come up with the answers yourself; sometimes, the smart people on your team will come up with the answers for you.

To view the full article, please Log In.

If you are not a Paid Subscriber, we welcome you to Subscribe Now.

Back to Edition