Time is of the essence!

More than any other decade, business is running at the speed of light, which makes the efficient use of time ultimately the most important element to control. When I first entered the advertising business, the industry was notoriously known for its fast pace and deadlines. Contrary to corporate marketing departments, who albeit were also working at a faster pace than other departments in the same organization, advertising agencies owned the “RUSH” space. By owning that space, agency people often worked longer hours, weekends, evenings, around the clock to make an impending deadline. I can sincerely say, our industry no longer holds the monopoly on time. No matter what business you’re in today, time is of the essence!

All bets are off on personal time, downtime; any time is the time to work or check off one more item on the list of tasks to do and things to accomplish.

It goes without saying that the team around you, your colleagues, your support staff and every one in between plays a role in you efficiently managing your time and maintaining control over projects, launches and plans.

As a team member, or player or even potential wannabe team member, how does one add value to the department, the job, and ultimately the boss. Here’s a few of my thoughts:

1) When deadlines are looming and there just isn’t enough time, don’t tell me what you can’t do, tell me what you can do. Only then can a secondary plan of action emerge.

2) If there is an issue, and there are often issues with any project, don’t just come in and report the problem, without having all the facts. If the facts aren’t clear, you can’t work on a solution. Or better yet, come in with a solution – that would wow any manager.

3) Don’t say you can do something, then not; only to say you didn’t have the time. That only means you haven’t made the time. And that only means one of two things. 1) You felt it wasn’t important enough to get it off your list and 2) You didn’t plan or allot time to getting it done in a timely manner. Either way, it’s not good.

4) When tasks come your way, no matter how menial you perceive them to be, don’t just “do”. It’s the small things that shout the loudest in making impressions. So don’t just take direction, and do it;  understand the need and ultimately the ‘why’ of what is being asked, so you can add value.

5) For all new business development managers, or client engagement managers, or any permutation thereof, if you’re successful in getting a meeting to present your organization’s services, don’t provide no more than what can be found on your website. That’s a waste of time, for both of us – and it’s also a missed opportunity.

And last but not least…

6) For all of you trying to break into any industry; don’t send in a resume for a job that you’re not qualified for. Wasting my time by having me read it only to find out that you’re not qualified for it – that only frustrates me. If you want to apply, then by all means do, but do something different; something that will provide me with a perspective of who and what you are about. Sending in a resume that you don’t have any qualifications for, without any explanation or counter claim, isn’t going to cut it – Honest.