Do What You Do Best and Outsource the Rest

On September 14, 2013, I ran a “Savage Race” in Pennsylvania. The distance was only five miles, but the course was loaded with 25 difficult-to-surmount obstacles. I was one of the older participants. I am proud to say that I finished the course, but I was not on my own. I was fortunate to run the race with a group of people who all relied on and trained with one another. As the race neared its conclusion, I came face to face with an eight-foot wall that I––tired, muddy, wet, and cold––could not scale. It took my teammates working together to pull me over that daunting obstacle so that we all could cross the finish line.

The principles of teamwork––working together, pooling resources, recognizing strengths and weaknesses––apply to running both races and businesses. There is a correlative lesson to be gleaned from the words of the late Peter Drucker, a business consultant who famously said, “Do what you do best and outsource the rest.”

As a communication professional, a portion of my career was spent on the agency side, and for the past ten years I’ve worked with a company that specializes in marketing communication solutions. Outsourcing is all about creating the right relationships, ones that involve partnering with others who can use their talents to support your business model and philosophy.

At Vanguard Direct, we’re about creating ideas, solving communication challenges, and meeting our clients’ goals as effectively and efficiently as possible. To do this, we study and specialize in successful communication strategies. The more closely we understand our clients’ customers and master our ability to communicate effectively with them, the greater our success.

Today’s rapidly changing communication landscape forces us at times to become media agnostic. At the same time, to deploy and execute our strategies and to achieve stellar results, we must remain agile. Working with carefully selected and vetted outside teams––ones who have the same buy-in to our approach––is essential.

What’s more, outsourced partners can provide an objective opinion and often add insight to the development of a particular campaign. The core benefit of this symbiotic relationship is gaining access to a talent pool that can develop creative ideas and provide the added energy that’s often needed to execute a specific project.

Creating mutually advantageous, respectful relationships with outsourced partners will always net positive results. The bottom line: In today’s business environment, it’s difficult to imagine how a company can win the race with just its own resources.

Author: Paul Wry


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