Think Like a Unicorn–For PR New Business & Jobs

Given the ubiquity of unicorn references these days, it’s important to start out with a definition.  Here, thinking like a unicorn means focusing on the uniqueness of our businesses or skillsets.  

The reality is that all too often we spend our time thinking like lemmings – the furry rodents that supposedly follow each other over cliffs (It’s actually rivers). It may sound harsh, but I’ve been reminded again and again that our instincts tend to lead us down the path of doing what others do, and making the same mistakes. 

There are deep behavioral reasons why, when it comes to our companies and careers, we lose perspective and do things that are often not in our best interests. A few year ago, I wrote an article “Tunnels & Funnels: Why we make bad decisions, and how we can make better ones.” It looked at why we get tunnel vision when we are chasing something (usually money) and why we need to stop and look up to regain perspective.

Thinking like a unicorn, provides a framework for breaking out of a common trap agencies and professionals often fall into - trying make ourselves fit into an assignment or position for which we may not be uniquely qualified.  

Why does this matter?  We need to recognize that each client or role is unicorn-like – with singular characteristics and needs. If the sales instinct kicks in and we try to squeeze ourselves into something where there isn’t a good fit, the result is generally the same: A lot of wasted time and effort on both sides.     

In my role at CommunicationsMatch™ I end up having lots of conversations with smart people seeking advice. One of the hard-learnt lessons I share is not to blame others if you don’t win business or get hired. What we need to do is look in the mirror and ask, “Why am I getting the response I am getting, and what do I need to do differently in order to have a better outcome?”  

Unicorn-thinking changes the paradigm from trying to fit and instead asking, “What am I a good fit for? What are my or my company’s unique skillsets, and how do I find people who will uniquely value them?”  

Recently, I was speaking with a colleague and friend with a 20-year career as a journalist for a major international news organization and a stint at the United Nations. He’s an exceptional writer and a global affairs expert with reporting experience from around the world. Going through a career transition, he was applying for media relations jobs, getting hired for contracts, but not the full-time position he was seeking. 

In the “plug and play” world of corporate and agency communications, it was no surprise to me when people try to make resumes fit job for which they – compared to the universe of available professionals – are not an obvious choice, searches rarely go the way they hope. We’ve all been on this path at one point or another.    

By leaning into his strengths and unicorn experience, my friend focused on potential employers that would truly value the diversified skills he could bring to them. Rather than look to others as the issue, he took the time and did the work to focus on opportunities where stars were most likely to align with his expertise.  

The same unicorn logic can and should be applied to new business. It makes little sense to pitch where there is a low probability of success. As I wrote recently, it’s essential to see yourself relative to the universe of other companies or professionals and find what really differentiates you.  

This is unicorn thinking – because it starts with the discipline of knowing that each agency and the people within it bring unique qualifications and expertise to the table. And, when there’s a match with what the client is looking for, conversations are more likely to start with one of my favorite phrases, “You had me at hello.”                           

If we don’t think like unicorns and lean into what makes us different, we do ourselves, our people, and the industry, a disservice. 

It is not a coincidence, of course, that this distinctive approach is built into CommunicationsMatch™’s tools and services to help clients find agencies and professionals with the qualifications that match their needs for specific assignments.