“I’m Special, So Special, I Gotta Have Some of Your Attention”

Here’s Your Challenge -This quote from Michael Goldhaber in Wired magazine is several years old, but it remains absolutely true. So what is special about your work? If you don’t have an immediate answer to the question, figure out which of the statements below best describes your situation and take action right away:

“There is something very special about my work, but I just haven’t found the words to describe it in a concise way.” Remedy – Craft, edit, rewrite, re-edit, and memorize the elevator speech for your “very special” work aspects immediately.

“There are very special things about my work, but nobody notices it.” OR “My work used to be very special, but it doesn’t feel that way anymore.” In both cases, there’s some mismatch between your work and the audience. Here are some possibilities behind one or both statements:

• Possibility #1 – You’re kidding yourself; there’s really nothing very special about your work. Remedy – Change your work right away. Figure out a new audience, a new objective, a new approach, a new project, a new level of performance, or something (anything) to inject specialness into your work.
• Possibility #2 – There is something special about your work, but your most important audiences, don’t get it because they lack either the sophistication, appreciation, or need for what you’re doing. Remedy – Decide if it’s worth trying to develop the audience you have, radically changing what you’re doing, or simply trying to find a new audience.
• Possibility #3 – Maybe the work is (was) special, but it’s passed you by (you’ve failed to keep up) or you’ve passed it by (it just isn’t as motivating for you to excel as it used to be). Remedy – In either case, it’s time to transform your current situation (if that’s a possibility) or quit and transform elsewhere. (For more on this remedy, read this review of Seth Godin’s “The Dip” – the review is even shorter than the book and pretty much covers it.)

“There never has been anything very special about my work.” Remedy – Sorry – there’s no quick answer here. You’re not alive career-wise and probably never have been. But take heart, if you’re willing to put up with this situation, it’s highly unlikely you’d ever find your way to this blog.

“Let me briefly tell you (show you) what’s very special about my work!" Congratulations! That’s the right answer. Proceed immediately to starting your own blog on what’s special about your work and tell the world - or at least the 10 loyal friends who will read your blog! (P.S. For a great Seth Godin post about being passionate about your work - as opposed to being a workaholic - check this out. And no, despite the two references today, P.S. doesn't stand for Pointing to Seth.)

Be more special this year (don’t just pretend) and deservedly earn some more of your audience’s attention.