I don’t know about you, but I love – absolutely LOVE – knowing my stuff when someone lobs me a grenade in the form of a thorny business or technical question, in which I’m well-versed.
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It can be a C-level, a smart-ass playing “gotcha,” or a coworker genuinely interested in learning something. In any case, it feels fantastic to answer confidently and without hesitation, because, well, I know my shit. Plain and simple.
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When I don’t know my shit, things get…problematic. But especially for me, because I’m not very good at bluffing.
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Over the years I’ve worked with some very smart (and not so smart) individuals, and I’ve learned one simple truth: don’t bullshit. Bullshit is bullshit, and guess what? It stinks. And who can smell it best? People who know what they’re talking about! See the pattern here?
Now don’t get me wrong: there are still those so confident in their bullshit convictions that they defy conventional categorization. (They tend to end up in Sales, by the way. Which makes sense.)
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But in any case, the key to building a great product, and hence a great business, is simple: be simple. Go deep and narrow, and don’t compromise. Ever notice how the best companies can explain what they do in one succinct sentence?
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When a family member or non-adtech friend asks me what my company does, and I respond with, “Well, we’re a technology-enabled media services company that provides expertise on real-time bidding advertising solutions for direct marketers,” I get looks that say either “I don’t care” or “Shut the fuck up.” It’s true.
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People overcomplicate things, especially in ad tech. So stop it. Or feel free to call b/s as liberally as needed.