How Will You Stay Relevant?

Yesterday I discussed some problems that might occur when those recognized as experts are either wrong on fundamental issues (on which they may or may not have any expertise) or become obsolete altogether in front of an audience that doesn't realize it. Today I was going to write about what it would take for experts to remain sharp and for nonexperts to become experts, and why it's important to do so -- particularly in an uncertain economy and higher unemployment.

As the market fluctuates, neither marketers in general nor agencies in particular are immune from its  effects. When this happens, oftentimes good, competent people lose their jobs for reasons that are not their fault. This can create a labor surplus, which is all unemployment really is.

When a surplus exists in a free-market economy (a relative term these days, I know), it tends to depress prices, or in the case of labor, wages. Many times, however, companies won't bother to reduce wages outright, but rather they will rid themselves of the people in their employ and hire new employees at a lower cost.

This is true insomuch as your expertise is only categorical, and you do not distinguish yourself in other ways that provide value to either your clients or your employers. Your best defense, I believe, is in providing value beyond your category of expertise.

Guy Kawasaki points us to a very good article by Kendra Van Wagner on About.com that tells us 10 techniques to become a more effective learner.

Recognizing the importance of delivering business intelligence to our clients, today I set myself on a course to learn more effective database modeling techniques. It's a fascinating subject, but I know I have my work cut out for me. I know I can learn it, but it is a risk, because it may not be the very best use of my time. All I can do is make a decision and follow through.

Knowing this, I wondered if anyone else was embarking on a similar journey -- not necessarily on the same subject, but in resolving to learn something new that will help you serve your clients and/or your employer better.

How will you stay relevant in 2009? - Cam Beck