What do top brand professionals say is the toughest part of their job? AdWeek asked, and a couple responses set a theme: prioritize and reinvent.
One of the honorees points out how technological advances have given communicators more opportunities--and more things from which to prioritize. "Given what technology is letting us do, we can really enable much more experience through technology, and its pretty tough to pick which thing over another." Technology can help us get in front of people in a plethora of new ways, in a plethora of new formats. But just because the selection is ever-expanding doesn't mean the same for our human capacity. That is why prioritization is crucial for the modern communicator, who could easily spread herself across as many efforts as possible, but will find more success is meaningful prioritization.
When asked what the toughest part of their job is, another one of the honorees responded, "Constantly reinventing yourself and not being complacent. Having that awareness and catching yourself when you are doing the same thing over and over. We just have to keep on going and keep on challenging ourselves." Not only must communicators stay on top of trends, but they must also look big picture at reinventing things, completely disassembling the box and building a sphere, metaphorically.
Watch the full responses by checking out the video here.
References
Ariens, C. (2017). Our 2017 brand genius honorees tell us about the toughest part of their jobs. Retrieved from http://www.adweek.com/tv-video/our-2017-brand-genius-honorees-tell-us-about-the-toughest-part-of-their-job/