Despite new research questioning whether practice makes perfect for violinists, Malcolm Gladwell's 10,000-hour rule is as relevant as ever for the PR, marketing, and communications industry. Being an expert takes work and time. Driven by the behavioral science concept of "scarcity", many are tempted to claim expertise, rather than invest in achieving it. For agencies, consultancies, and freelancers, the 10,000-hour rule is a reminder of the effort required to master skills in a changing landscape. For client-organizations, evaluating the claims of expertise is the key to ensuring that when the curtain is drawn back the emperor is wearing clothes.
by Simon Erskine Locke, Founder & CEO, CommunicationsMatch