“What Is It That You Do?”

Autumn can create a long to-do list and an uneasy sense of urgency because winter is near.

Fall is the absolute best time of year. Everything tastes like cinnamon and warmth. The trees teach us about courage not only in letting go but also in being vulnerable and open. If joy and vibrancy had a color, it would be autumn. Even the smell of the decaying leaves makes me feel calm and peaceful.

But fall can also turn into the season of doing, at least in our part of the world. We all have a very real deadline, but none of us knows exactly when it is. Winter will come, and soon, so there is an uneasy sense of urgency. Before the snow flies, I need to: trim back perennials, drain the sprinkler system, rake leaves, put hoses and pots and patio furniture away, have the furnace inspected, make sure the snowblower works, wash the windows, and more. It can be hard to find the joy in the work, and the fall preparations remind me that winter is near.

Our professional work can reach that point, too. The longer we are in our occupations or roles in our organizations, the longer our to-do lists become. Years in (or sometimes just months in), we can lose sight of why the work is important. Sometimes we know the work is no longer important, but we keep doing it anyway because it’s what we always have done.

Sometimes when I meet with potential clients, they bring a long list of items they want me to help them with. It can be a hard conversation, because I have to tell them that no, I am not a graphic designer. No, you don’t want to pay me to monitor your Facebook page. No, I don’t do video production. Yes, I do have experience in all of those areas, but no, that’s not the type of work I do today. Inevitably, the next question is: So … what is it that you do?

I don’t blame them. It can be hard to see past your 100-item to-do list. After all, those are the urgent things calling your attention. They are the tasks you are paid to accomplish. But my goal is to make sure those 100 items on your to-do list are worth doing.

When was the last time you reassessed your goals and evaluated whether or not your tasks are helping you reach them? Who are the people you want to reach with the graphic piece or your Facebook page or the new video? Is that the best tactic to use to place your message in front of them? Is your message impactful enough that your audience will be moved to act? Are you even including a call to action in your message?

When you ask yourself these questions, you might find only 50 of the items on your to-do list still are worth doing. A number of items that will help you reach your goals faster and easier might be missing from the list, too. And when you focus your efforts and target your message to the right audience, you can accomplish more with fewer resources and less time.

This is communications strategy, and that’s what I do. My job is to work with you to create a strategy, a plan, and a message that helps you reach your organizational objectives. Whether it’s your overall communications strategy, your social media plan, a crisis that just bubbled up, or a project that needs buy-in from the public or your employees, I can help you define the audience, message, and tactics to help you reach your goals.

If you could use some guidance in this area, I would love to hear from you. Let me be the dedicated resource who can objectively evaluate and prioritize your work and help you find the joy in it again.

This fall when I am outside trimming back my lilies and putting away the Adirondack chairs, I will remember the why behind the work and maybe take a few items off my to-do list. Let winter come, but let it come slowly and with a little bit of warning. This is the time of year that brings me joy, and I want to remember to be grateful.