Producer vs. promoter: which kind of expert are you?

Written by Casey Rovinelli, OMERS Ventures Growth Director

At a bar in the Atlanta airport one fine day several years ago, a growth marketing expert (who will remain nameless) said something I’ll never forget.

As fate would have it, we were both heading back to Toronto after speaking at a marketing conference. After some idle chit-chat — talk of the conference, the industry, mutual acquaintances — he said, “You know, I don’t really care about this growth marketing stuff. I’m not even really good at it, but this seems to be the way the industry is going, so it’s what I’m pitching now. Who knows what I’ll be talking about next?”

I was floored.

I’m the type of person who only feels comfortable speaking publicly on areas in which I have a deep subject matter expertise. Lest I be called out as “not knowing what I’m doing” or even worse, being un-original. What I had never considered was that someone would knowingly admit ignorance of a topic they profess to be a subject matter expert on — like, actually be low-key proud of it.

I’ve thought a lot about that conversation over the years. While my initial reaction was to think less of this person. I’ve come to the conclusion that this is too simple a take. While it’s easy to raise up the lowly, under-appreciated maker as virtuous, while denigrating this person as a showboating faker… I don’t think that’s the lesson here. For those of us engaged in idea driven, creative professions there is room for both types of people in this world. In fact, we can learn a lot from each other.

So, who are these two types?

The Producer: subject-matter experts who are reluctant to share

Let’s contrast our opening character with another real example. This person is legitimately at the top of her game; she owns her own design consultancy, is recognized as an expert in her field, speaks confidently, and produces great work. Many Producers are just this way: They’re introspective, research-driven, high-performing and perfectionistic.

Imagine my surprise when this person once told me, “You know, I feel like a fraud all the time. I feel like I didn’t actually earn the right to do this work, I don’t know what I’m doing, and it’s only a matter of time until I get called out for it.”

Again, I was shocked. How could someone with whom I’ve seen tangible evidence of her brilliance — on multiple occasions — feel like this inside? It didn’t make sense to me at the time, but I was observing what I now know is Imposter Syndrome.

This isn’t about the Impostor Syndrome, though, but rather what it causes the many Producers who suffer from it to do. Even with their deep wells of specialized knowledge, they hold on to their ideas out of fear when they should share them. They wait until things are “perfect” before they speak up, even though, deep-down they know nothing ever will be. They refuse to solicit advice or ask for help, even when they know it might make an idea better or prompt growth.

Ultimately, the feeling of confidence you have from being a master works against you.

The Promoter: synthesizing talkers who can tell a great story

Of course, you already met the Promoter — the super-confident talker, who doesn’t necessarily grasp all the great insight he’s putting out into the world. Whether or not you believe in their technical or subject-matter expertise, you have to admit: The good ones can tell one hell of a story. That is their superpower, in fact.

Promoters talk to a lot of people, absorbing a broad view of any given field. Even if they’re not out there doing new research on their own, they have the magic ability to take content from many sources, synthesize concepts and ideas, and pull it all into a cohesive story that helps others make sense of things.

I wonder sometimes if Promoters don’t also suffer from their own version of Imposter Syndrome (even if they don’t let on), but one thing stands out. When thinking about the guy from the conference, I still remember that he was such a convincing storyteller. I’m positive that many left his talk thinking differently from when they walked in.

So, who are you and how do you grow?

I’ve spent a lot of time thinking about the roles of Producers and Promoters, and I’ve come to the conclusion that they should each take a page out of each other’s books.

For all you Producers out there, don’t worry about not being perfect before you share your ideas. Know that whatever you’re working on might never feel “ready” for other eyes and ears. I get the reluctance to share your ideas. They are your ideas; they’re personal, which makes them harder to share. The Promoter knows not everything is their idea, and it’s okay. Not everything is perfect, and it’s okay. They can’t know everything, and it’s okay, too. Much easier to speak when that’s your frame.

The thing is, dear Producer, you know more than you think. You know a lot in fact. One of the best ways to know this is to talk about your work, especially to people who don’t live this stuff everyday. This is where we can learn from the Promoter. Get out there and share your work. Make a habit of it. For every three to four units of work you produce, try “selling” one of them to someone else. Push yourself outside your comfort zone, and get feedback. It might be thrilling, enlightening, or confirming.

Now, to my Promoters: Never feel bad about your superpowers. Being a Producer is not inherently more noble than what you do. There is value in being a vessel for wide-ranging knowledge, the conveyer of things… you don’t need to originate all the ideas you share. Society gains from your ability to be a great synthesizer and storyteller.

But while you’re out there confidently speaking, Promoter, a humble request: If you don’t already, give credit where credit is due. Use your superpowers to help raise up the Producers who don’t do it for themselves. It helps Producers feel validated, which is good, and it’s also the right thing to do. If you have Producers close to you, work with them to help craft and share their own message; ask them interesting questions. And finally, while you may always be seen as the conveyer of ideas, try to go deep on something once in a while — whether it’s growth marketing, or the history of paper. (Doesn’t matter!) Combining your unique perspective with a little bit of good, ol’ fashioned research or hands-on work, will help you see the world from new, valuable perspectives.

Whether you’re a Producer, Promoter or a little of both, remember that balance is key — and both types can coexist. In fact, it’s probably better for the world that they do.