Sometimes It’s Good to Stay in Your Lane

“The marketing department doesn’t have a clue,” my co-worker said.

“What do you mean?” I asked.

“A trade journal has been trying to reach them for an interview but their calls aren’t being returned,” she continued. “This is just the break we need to get our name out there. You know what I’m going to do? I’m going to give them the interview they are looking for.”

Gulp.

And she did. She told them all about the company: what we did, how we did it, who our customers were, what value we brought. The whole story. It was the makings of a masterpiece.

She anxiously awaited for the article to be published. And published it was, accompanied by a large, black call-out box with large white type in the middle of the page, “[Largest Customer Name] is well known for being notoriously slow. That’s where our company helps.”

Double gulp.

There are times when it’s best to observe the solid “do not pass” lines. They are there for a reason... a truck may just be on the other side of that hill!

She had the right intent, but poor execution. She worked in operations—not marketing, communications, PR, legal—nothing that faced the public. Our small company nearly lost its largest account from this blunder.

Lesson learned? Sometimes it’s best to stay in your lane. I’m one for driving all over the road to get where you are going, but there are times when it’s best to observe the solid “do not pass” lines. They are there for a reason... a truck may just be on the other side of that hill!