Times have changed. This is a pretty trite statement in business, but it bears repeating. It used to be that your abilities were viewed based on the breadth of your knowledge and capabilities. To a certain extent this view still has credence, however more and more it is your depth of expertise and achievements in a specific field or function, not your breadth of capability that you will be judged on, whether you are in a position, or looking for one.

 

Hence the “nice to do” vs.“have to do” approach to business. Let me illustrate: If you are in sales you are normally responsible for achieving revenue objectives. It is what you are measured on. It is very quantitative. You have a goal to achieve. It is your quota.

 

You may also have the knowledge and capability to perform marketing functions such as the creation of sales programs and presentations.

 

Understand that sales staff are measured on their ability to achieve their quotas. If you can achieve your quota (a “have to do”) and also create useful marketing capabilities (“nice to dos”) then you have demonstrated incremental value above your required tasks.

 

If however you have NOT achieved your quota, but have also created useful marketing capabilities, you have still failed. Incremental “nice to do” work will not compensate for not achieving your goals in your “have to do” job. Remember, there is usually also a Marketing group who has the “have to do” job of creating marketing capabilities.

 

Business today is looking for the best experts in each discipline, whether it is Sales, Marketing, Operations, or anything else. While being adept and capable in multiple disciplines may demonstrate your ability for bigger roles, it will not compensate for failing to meet your objectives in your area of expertise. You must achieve your “have to do” goals before any of your “nice to do” work can be considered value added.