I have always wondered whether ideas or execution is more valuable to an endeavor such as running a business or developing new products. Who would be more valuable to a company, an off-the-wall ideas guy or someone who gets things done? Through my limited experience but a lot of reading and interaction with people, I sought a clear answer for myself.
I am someone who has a lot of ideas, plans, and strategies for accomplishing anything in front of me. As a marketing person, I believe anything can find an audience if presented correctly. I like learning about new things, analyzing any situation, and solving problems. I enjoy cooking up strategies, thinking about the bigger picture, and generally, I have a very can-do attitude.
The Power of Ideas
In any enterprise, ideas hold tremendous value. That’s where everything starts because we can’t execute unless we know what we have to do. In any business, people start with an idea they think can be used to make money. The solution to any business problem is an idea at first. We need strategies, we need thinkers and we need creative people. The world spins on ideas that lead to inventions, solving global challenges, and improving our lives.
People with ideas are the ones who one day are called visionaries. They are given credit for starting something new and turning things around. Everyone is searching for an idea, and some are searching for their next big idea. In short, the emphasis on ideas is justified and they do matter.
Everybody Has Ideas, Few People Execute
Humans are capable of thought and cognition. We can all ask ‘what if?’ and ‘why?’. Not everyone who has an idea can do something with it. I can tell you I had an idea of self-driving cars in the late 90s as a 5-year-old. I was telling anyone who would indulge me, “What if we had a car in which you didn’t have to drive? Instead of a steering wheel, there would be a keyboard, you enter your destination and it will take you there while you relax.” You can see that I had not thought about voice commands yet. You don’t need me to tell you that ideas don’t usually pan out. If you haven’t lived under a rock all your life, you have had ideas that didn’t work or those you never tried.
The Value of Execution
Ideas need to be executed, which is where the bulk of the problem starts. That’s why we ask ourselves, “Idea or execution?” I can tell you from my limited experience that ideas are not enough. As mentioned, I am a big ideas man. Give me anything and I can give you the plan to get the job done. People have often told me and even scolded me in a tone of exasperation. They say that I have brilliant ideas, but what’s the point of being so elaborate if I am not going to do step 1? I agree with you 100% and that’s what I am trying to change about myself.
Another problem with strategies is that we can’t predict the future and we can’t plan for everything. We intend for the best, but it is only by executing that we will know the flaws, the loopholes, and the adjustments we need to make. In theory, there is a difference between the intended and realized strategy.
The most important thing about executing a plan is having the skills and the knowledge to do it. Most of the problem here is having the hard skills to make it happen and if you have that, you have to think about being at the cutting edge, keeping yourself current. The way to get anything done changes over time and relies on many factors beyond our control. Moreover, some aspects of getting things done go beyond technical know-how and are far more nuanced.
Working Without the Big Picture
I have seen many people being great at what they do. You give them anything to do and they will get it done. Such people have their value in a process in that they are reliable. The problem is that they are focused on the skills they need to land a particular job or to beef up their CV. You will find these cases when people enter a particular domain because it’s up and coming, trending and the demand for professionals is high.
The problem is that people who focus solely on the tools of execution miss out on why their work is important and the larger impact of their work. The work may seem monotonous and mechanical. They don’t necessarily have a vision for their professional life and might miss out on opportunities for growth due to a lack of awareness. It’s sad, it’s not anyone’s fault, but it happens. As a result, the focus then shifts to things such as office politics, the burdens of the job, the long hours, and even the terrible traffic. You can’t work for long and be happy while doing so.
People ask me about having a career in digital marketing and their question is usually around running ads on social media. They learn about SEO and Facebook marketing because they are buzzwords, get overwhelmed about creating content, and are confused about all the campaign metrics. I was in that zone myself for quite some time. Over time, I have learned the importance of the work I do. Now, I focus on marketing for my clients and don’t necessarily worry about the method or platform. It’s about the value I provide and knowing that I can help them sell better.
My passion is marketing, selling, and telling stories. Digital marketing is just the way it is being accomplished right now. Thirty years ago, I would be advertising on TV and 50 years ago, I would be using the radio. Who can say what lies in the future (Smart homes and VR are likely, though) but it’s about marketing and not just how I do it. That’s why the big picture is important.
It’s Not About Idea or Execution
I believe now that the question I was asking initially was wrong. It’s not about which is more valuable, the idea, or execution. That’s a narrow question and even if there was a right answer, it wouldn’t be much help. Achieving success professionally goes beyond focusing on ideas and execution because it requires you to focus on both. There is a time for ideas and a time for execution. They both go hand in hand. If you focus too much on ideas and not on execution, you won’t be able to get anything done. If you focus on execution alone, you are going to get stalled. A larger question needs to be asked when deciding what your focus should be.
The right question to ask yourself is, ‘what do I need to focus on to differentiate myself in the market? There are bigger things at play, such as your skills, passion, attitude, vision, and philosophy, to name a few. There is a delicate balance between the larger picture and the small everyday things that need to be learned before you can succeed.
Most people follow the same path and do the same things that others do. I can tell you from my experience that I was trying to find work as a content writer, transition into social media management, and eventually find my way into influencer marketing. It was about trying to make it digital marketing. I focused on running campaigns hoping for a good ROI, just like everyone else. It was a mediocre situation, everyday work, nothing influential, and nothing exciting.
Business and Craft
We need a core philosophy about who we are as a person, what we stand for, and what we hold valuable. This reflects in the way we work as an employee or as an entrepreneur. When I first heard this from my mentor, I wondered if I was too young to say to someone, this is what I stand for and what you are working with if we do business? These things may take some time to become a part of who we are, but it’s never too early to start thinking about them.
The other factor is know-how. The focus should be on becoming a practitioner of your craft and keep working to refine it. At no point is it okay to think you are too important to do the work yourself. Staying on top of your game requires you to keep current with trends in your industry. Only if you have passion for your craft, you can show up every day, have fun when working, and take responsibility for your growth.
Prioritize and Strike a Balance
Achieving success in the long term is about doubling down on both fronts. We need to elevate our business philosophy and deepen our knowledge of our craft. As an employee, this will reflect in your work, and as an entrepreneur, this will reflect in the culture of your business.
The most successful people have an iron grip on how they do business and a deep love for what they do. Look at people such as Steve Jobs and Elon Musk. Gary Vaynerchuk, Richard Branson, and Bill Gates, to name a few. These gentlemen hold to their philosophy in that their actions reflect their words. You can see the love for their craft in their eyes and hear the passion in their voice. They have a vision in mind and they get their hands dirty.