Vertical and horizontal

How do you think at your career?

If you think at it vertically, it means you see it as a (more or less) straight line. It’s a progression, you look at where you were yesterday and make expectations about where you will be tomorrow. Of course, there might be hiccups, that we perceive as overwhelmingly negative and that we do our best to avoid. But in general what you care about is advancing, going forward.

Traditionally, careers are built vertically. Since school, we are used to approach things in terms of levels (first grade, second grade, …; primary school, secondary school, high school, …), and at certain points we are given particularly difficult tasks (exams) that might get us promoted.

This system is partially based on the assumption that what you do will stay with you, and actually accumulate throughout the years. It’s the reason why people who stay with a company for ten years are more likely to get promoted or to have a higher salary, or people that have 20-30 years of experience are more valuable on the job market than new graduates.

The alternative is to think at career horizontally. In this case, rather than looking at where you were yesterday, you think about what you have learned, achieved, experienced. Where do your skills fit best in this particular time? What type of company could use your experience with this or that? What role would really allow to put the best you at the service of the community?

There is no straight line in this sense, rather a wide variety of opportunities. You might find yourself in a position you would have not considered, just because that’s what make sense right now. You might have to accept a lower salary, just because you understand that you are needed, here and now. You might have to make a long detour, just because you want to refine a certain skill or learn a new art. I’d go as far as say that if you approach your career horizontally, all these things would not even matter in the first place.

All this becomes particularly relevant when you are looking for a new job.

If you approach the search for a job with a vertical mindset, you are narrowing down the options quite a lot. Say you have been some sort of Marketing Manager in the past four years: you’ll most likely look for some a senior marketing leadership positions, possibly at larger companies, probably in the field you already have experience with (B2B, Saas, B2C, etc.).

If instead you look at the situation from a horizontal perspective, the Marketing Manager role loses its importance, and you could for example focus on the fact you have learned how to lead people to solve difficult problems, how to present in front of a wide audience, and how to work across departments to align vision and strategy. These are all skills that are applicable to many more positions, fields, companies, industries than a simple job title is.

I am not implying that one way is easier than the other. Certainly, most of the current job market is designed with verticality in mind, both on the demand and on the offer side. And for this very reason, people often struggle to find a different way: they hit their head on the wall, they get rejected, over and over again, they feel drained and demotivated, and eventually they give up.

The way you approach things changes the way you see things. And sometimes, all you need is some more opportunities.

Only if you kill it

A couple of examples of how to make advertisement in the shape of content, or content in the shape of advertisement.

Anticipated. Personal. Relevant.

Both are from the last episode of the podcast Pivot, with Kara Swisher and Scott Galloway.

First, around minute 19:10, during the break for commercials, Kara interviews Gavin Belson, the fictional CEO of the fictional company Hooli from the HBO series Silicon Valley. The interview is fictitious and funny, perfectly in line both with the tone of the podcast people are listening to and with the irony of the series. A perfect match.

Then, right after the break, at about 22:10, Arielle Duhaime-Ross, host of the podcast Reset (that shares the same producer with Pivot) jumps on the show to ask a thoughtful question to Kara and Scott about sharenting (parents that share the life of their kids on social media), that’s of course the topic of the last episode of her show.

There is a whole lot of space to be creative, original, interesting and entertaining with promoting products and services in today’s content-driven landscape. As marketers, we should just make the effort to understand: the channel and the audience, first of all, and the irreparable damage that gets done when instead we feed commercials wrapped in plastic to an indistinct mass of people, violently interrupting whatever they are doing.

Advertising is dead only if you kill it.

Your own authenticity

Consistency and authenticity are about doing what you expect of yourself, not what others expect of you.

Even when something is useless, even when nobody is paying attention, even when 99.9% of people would act differently, even when you will not get any reward. Doing that is what builds your persona, your character, your set of values, your story. And by doing it repeatedly, you are authentic.

Others are unfathomable, they falter, they change, they do not know you and what you are around to do. They know themselves, and they can choose, each one of them, for their own consistency.

Take ownership of your own.

About helping

Helping others is not always easy, but it’s always the right thing to do.

Of course, “others” does not mean everybody. You have limits, boundaries and restrictions, and being aware of those is very important for your support to be effective. Similarly, “helping” takes different shapes in different situations, and you will find that what you did to help somebody might simply not work to help another.

Start with yourself, get a solid grasp on your own life, and then relentlessly open up to the others and be present. This might sound like a long way, but it might be the only alternative to “let me know if you need anything”.

Shout

What is it that you have that others don’t?

What can you offer that is unique, difficult to replicate and of value?

What do you have to say that we have not heard a thousand times before?

If you try to get the attention with something that is in abundance, the only chance you’ll have is to shout louder. And that’s a lost game already, as you’ll always find someone who can shout louder than you (perhaps not today, but tomorrow for sure).

If instead your art, product, content, service is different, you have the option to shape your way to your audience, sit down and listen, learn, get better, make it better, and eventually establish a position that is going to be difficult to replace with something else.

It’s the power of relationships, after all.