Chances are that you currently think of your career primarily in terms of the medium (i.e. your particular job) rather than the message (i.e. the unique value you bring to your work). I want to dive a little deeper into this distinction with you and show you some perhaps unexpected benefits that may arise when you shift your focus and begin thinking of your career primarily in terms of the message.
There are two significant risks that come from defining your career in terms of your primary medium (i.e. "I'm an attorney" or "I'm a programmer"). The first risk is that you'll unnecessarily limit yourself.
You will only recognize opportunities that present themselves in the form of a nail because you've defined yourself as a hammer and nothing more. You'll fall into the trap of thinking, "Dammit, Jim! I'm a doctor, not a bricklayer!" As a human being, there are many ways for you to express and deliver value to others. The current medium of your career is only one of them. When you think of your career as being greater than any single medium, you'll open yourself to new opportunities that lie outside your current primary medium.
The second risk is that by focusing too heavily on a single medium, you're likely to lose sight of your message. Your message is far more important than any one medium, so by putting the medium first, you're likely to suffer from a gradual decline in motivation regarding your work.
You begin a new job, and it's very exciting at first, but the longer you work at it, the less enthusiastic you become. Does this seem familiar at all?
For example, today you'll find people who define their careers as professional bloggers (the medium), and so they blog about anything and everything.
But after several months or perhaps a year of this type of work, it isn't uncommon to see them becoming apathetic and even depressed about their work. Why? Because the medium (in this case, a blog) is hollow by its very nature, and something hollow cannot provide lasting motivation.
Defining your career in terms of some arbitrary medium, like being a professional blogger, is like a garage band saying, "Yeah, man, it's all about the CDs."
So what happens when you put the medium before the message? You define your life in terms of the container instead of what fills that container. You put emptiness before fullness. And this can lead to procrastination, lack of motivation, and low energy. How motivating is it to define your career as being a professional blogger (or any other arbitrary job title)? On a scale of 1-10, maybe it would start at around an 8-9 the first few weeks, but where will it be after five years? Probably a 4 or 5 at best.
But by defining your career as the message instead of the medium, you're probably in the range of 8-10, and five years later you can still be up there. In my case the message of personal development is indeed a 10 for me. My level of enthusiasm for writing, speaking, blogging, or programming waxes and wanes over time, but my interest in personal development remains perpetually high.
The feeling of being driven comes from the message of your work, not the medium.
When you wake up each morning, how do think about your work? Do you say to yourself, "Today I'm going to write something (medium)?" Or are you thinking, "Today I'm going to improve the human condition in some small way (message)?"
Which perspective do you think is more intrinsically motivating?
Certainly both the message and the medium are each an important part of your career, but with the rapid pace of technological advancement, your medium is likely to be far less permanent than your message. Notice that medium-based work is highly subject to automation. A salesperson is replaced by a web site.
A secretary is replaced by a PDA. A PR firm is replaced by a blog. But automating the message that's provided by a conscious human being, now that's a lot tougher. How would you automate the message of personal development, for example?
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