Race car drivers and mechanics

Are you a race car driver or a mechanic? If you’re part of a successful communications team – or any successful team, for the matter – you are likely one. Very few are both.

Here’s my theory: Auto races aren’t won with just a great driver. Someone has to build and maintain the car. And they aren’t won with just a garage and car. You need someone to drive the thing.

Great communications work the same way. There’s a certain element that translates to the driver. You need a certain amount of flair, of art. You need someone who dazzles, who makes magic. The best communications have a certain energy behind them that attracts people. Without that, your advocacy, earned media, and fundraising won’t work.

But good communications are more than magic. You also need to work with data, navigate complex CRM systems, printers, contracts, as well as freelancers of all stripes. This work is every bit as essential as the creative side.

One could make an argument that this idea goes beyond communications, to the entire organization. It’s an interesting notion, but I’ll resist the urge to think that one through today.