19 September 2019
It’s no surprise: we all work hard to ensure our departments and companies are running as lean as possible, building flexible teams of multitaskers. The upside? The latest user-friendly technology and trends make it easier than ever to do things yourself. The technology is amazing. Things that less than a generation ago required teams of professionals or months of effort—from animation to finding a relationship—now can be programmed, automated and executed at the touch of a button. Or a swipe on a touch screen. It’s a brave new world. What a time to be alive (and all that). Less than sure about how to use all these new tricks and toys? Good news: there’s probably a video tutorial, cheat sheet or simple hack just a few keystrokes away. But is the do-it-yourself route the best thing for your company? We see the DIY urge most often in specialized disciplines, or where final results or performance expertise can be highly subjective. Why hire a professional photographer when somebody already on the team has a perfectly good camera? Who can really say that John’s homemade eggrolls aren’t as good as the caterer’s? To make do with the assets you have—they seem experienced enough, right?—is a tempting choice. But before you decide to trust an enthusiastic amateur with a professional job, consider: Are the savings worth the hidden costs? What you save upfront in professional fees may get eaten up by lost time or compatibility issues with other systems. The web design your neighbor’s friend can do on the side might look spectacular. But can it connect to your inventory system? Is the quality the same? Some basic tasks, like uploading a video or social post, are either completed or they’re not. But most projects in this business need to perform to a higher standard. A repaired computer that works but runs slowly causes inefficiency and costs you money. A product spec sheet with great copy but factual errors can cost you a sale. Or a customer. Can you count on delivery? People tend to give priority to assignments that are the most important … to them. A good product at a fair price is of no value to your operation if you don’t have it when and where you need it. There’s a story about a famous photographer at a dinner party. After the main course, her host comments, “I’ve admired your work in many magazines. You must have a terrific camera.” The photographer replies, “I enjoyed the dinner. You must have a great stove.” If there’s an app for that, maybe you technically can do anything. If there’s a friend of a relative who knows someone who can help, maybe they’re the asset you need. Maybe not. But nobody can do everything, at least not well. And not when your success—and your reputation—are on the line.