This is the chasm of entrepreneurship.
The marketing department used to be in charge of talking. Adverts are talking. Flyers are talking. Business cards are talking. Billboards are talking. Trade shows and exhibitions are talking.
Now, of course, marketing cannot talk so much, because people cannot be easily forced to listen. Customers have lots of choices and don’t necessarily have to listen to you.
So the best option is to be in charge of doing. Which means the product, the service, the interaction, the effluent and other small experiences are the ones that should do the talking to your customers when you are gone.
If you are in business and you are not in charge of the doing, you are not going to be in business for long.
The rate of doing should far surpass the rate of talking.
The critical ingredient is the doing.