In my business I am a one man consultancy, so I have to be very disciplined in “finding what I do best and doing more of it”, not just doing what an individual client wants me to do.

As Peter Drucker said, “Do what you do best, outsource the rest”. I don't even outsource it, as I take the “do more of it” part seriously. I don't want to be managing other people (as would happen if I outsource work), I'm best at coaching, advising, consulting. I therefore refer clients to my network, freeing me up to “do more”.

Now, here is where I have some reservations. We seem to be turning into a world of specialists, with 23 year olds who are regarded as gurus (Pete Cashmore, anyone ?). The problem is that, new online world order or not, there is still a lot to be said for a) conventional learning (universities, MBAs, professional qualifications), followed by b) actual work on a conventional career path through corporate or other organisations.

Social media in particular is becoming a home for “insta-gurus”, you know the type, a resume as thin as parchment until six months PT (post twitter), now they are our experts.

I'm perhaps becoming a dinosaur, as my background is extensive and highly varied, but as a marketer and strategist the benefit to my clients is (dare I say it) in exactly that lifetime of experience residing in my subconscious.

Just a liberal arts degrees encourage varied thinking to be brought to a situation, then a varied educational and career background can be of enormous benefit to many business situations.

In closing, don't use the “find what's working and do more of it” concept to skip the hard stuff that you don't enjoy if you know if will benefit you in the long run when you come to do the fun stuff you do enjoy.