Idea "Identity Theft" - Stealing "Credit" For Success

Who Really Is Responsible For The Touted Work?

By David Miranda

I've never hired a person solely on their resume' and I've never retained a company solely on "examples of their past work".

I have, however, hired talented people and retained companies with talented people.

There is a big difference.

Today's currency is ideas - big ideas from talented people. It is critical, therefore, to interview people and companies for talent. Too often, prospects are guilty of idea identify theft, e.g. taking credit for the ideas and accomplishments of others. Was the candidate for hire really responsible for his or her resume' claims? When a company presents its work done for others, are those people still with the firm and, if so, will they be working on your businesss?

Resume's are glorified bios putting the subjects who composed them in the best possible light. What do they tell you about the individual and his or her talents. The answer is very little. They don't tell you if they are likable or despicable, arrogant or collaborative; shepherds or sheep; self-motivated or heavy maintenance; ethical or amoral; or a potential asset or liabilty. Finding the right "needle in the haystack" requires face-to-face dialogue by an experienced "talent scout" asking questions like "why did you move from this job to this job?"; "would these companies hire you back or would you even want to?"; "if you get this job, what is the first thing you would do?"; "I can hire anyone, why you?"; In other words, find out what makes this person tick.

Too often, companies present and tout stuff they did for other clients as in "here are examples of our previous work". Here you need to ask questions like "how many of the people that produced this work are still with your firm?"; "will the people who are on the pitch for my business really be working on my business"; "will you take these people off my business if you get new accounts and will you advise me in advance?"; "have you lost any business lately, and if so, why?; "how successful are you at recruiting and retaining talent?".

Asking the right questions and getting the right answers will save you a great deal of time, money, and frustration up front.

Hire or retain the real talent, not those who seek to claim the credit.

Don't Be An Idea Elitist!

Great Ideas Can Come From Anyone, From Anywhere, At Anytime

By David Miranda

Two brothers named Wright who had a small bicycle shop in the American Midwest had an idea that man could soar the skies in powered flight. Sheer madness!

Two college dropouts, a Mr. Gates and a Mr. Allen, thought that personal computers might be popular one day and maybe they would need an operating system. Ridiculous!

A young man in the San Francisco area wanted to find some Pez dispensers from other enthusiasts to complete his collection. He created eBay because he thought there may be others who felt the same way. Poppycock!

Where do great ideas come from? From anywhere, anyone, anytime.

Unfortunately in the marketing arena, we forget this. Marketers become idea elitists, i.e. thinking that great ideas come from ad agencies, marketing gurus, people with Ivy League credentials, high I.Q's, people with experience in the field, people with track records, and the like. Balderdash!

Great ideas come from people who recognize a better solution and possess the passion, fortitude, and conviction to shepherd their ideas to fruition. Marketing executives must be able to encourage, recognize, and nuture creative thinking both in their own organization and from agencies and consultants. The next great idea could come from the most unlikely source - a receptionist, intern, customer, client, mother-in-law, etc.

Don't be an idea elitist. Keep your eyes and ears open. Observe, listen, and query.

Who knows, the next person you meet, could be a future Orville Wright or Bill Gates.