I’m always confused when a marketing strategist gets hired, and then immediately gets asked to complete a bunch of predetermined tasks. This doesn’t make sense. I mean, are you hiring a strategist or a senior admin?
Here’s the difference: the strategist is a field general, sent out to execute the vision of the CEO (the commander-in-chief), according to the CEO’s vision. That general needs to be able to lead others, not manage. He needs to be able to gather information (research) and build a complete picture of the situation. He needs to be able to play with scenarios and obsess over possibilities. He asks questions nobody else is asking. He’s always aware of how this situation is different from the last one. He’s setting the table for others to gain victory.
The senior admin, on the other hand, just takes orders and fills them in the normal way. The admin gets just enough research to be able to defend his decision (like when you’re trying to “cite at least 5 source” for a college term paper). He carries out orders in predictable ways to bring order to operations. And you need this guy — just not as a strategist.
The senior admin costs $25/hr. But you pay the strategist based on his effect (e.g. size of company), which is usually much more that 25 bucks an hour.
Here’s how to take a strategist’s super powers away: Make him multitask (think about more than one subject at a time). Make him put out fires. Call him every time you have a change in vision, and make him change direction often. Make him a project manager (for goodness sake, get an admin to do that). Make him feel watched, or like you need immediate results (if you need immediate results, hire a slick salesman, not a strategist).