Career / May 25, 2021
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Brando, Pacino, Duvall. Three great actors were cast in three iconic roles. As great as they were, none could play all three.
Leading your firm’s marketing effort may not be as dangerous as running a crime syndicate. But there are strong emotions, conflicting personalities, and differing priorities and leadership styles to navigate all along the way. All of these can be intensified by disruptive change, such as reorganizations, leadership transitions, or staff turnover – to say nothing of changes in the competitive landscape that are beyond everyone’s control! CPSM certification gives you the versatility to manage in the teeth of change.
The CPSM credential gives you good tools and a good structure for learning. It can help you navigate a variety of situations. But “being a CPSM” will only add value to you and your firm if you can better manage change while still performing well in your current role in your organization.
If your primary duty is to keep a busy department on schedule, then you may be better off not seeking out a problem, but instead waiting for one to appear on its own. When it does, your CPSM stature will give you prior authority to handle the problem when it becomes self-evident, and before it becomes a serious threat.
In The Godfather, there were three characters that were central to running the Corleone crime family:
These are three distinct characters. Their contrasts are striking: The Don holds things together; Michael shakes things up. Tom Hagen is the specialist; Michael Corleone acts on instinct.
Tom and Michael are both change agents in The Godfather – but in different ways. Tom Hagen is a family insider, but is also in touch with the times. He is more a product of America rather than the ethnic identification and humbler times of the Don and his son. Michael purges the family and “settles all family business” – not to break from The Don’s ways, but rather to carry this legacy forward, as it is in clear danger of being destroyed after The Don’s death.
You have a part to play in your organization. But it’s not up to you which one it is. What you learn in the CPSM program may be uniform. But the most actionable takeaways are different for everyone. There are many other CPSMs whose contrasting strengths can balance out your own when you need to accomplish critical things in your job and career.
If you’re considering pursuing CPSM certification to advance your career, have an idea of which of these archetypes you can play, and be prepared to seek out those firms that are currently casting for those roles. This way, you will have opportunities to play different roles at different points in your career. Also, more HR directors, principals, and up and coming firm leaders will see the advantage of doing business with a CPSM on their team.
Make the CPSM an offer they can’t refuse!