What You Expect From a Service Provider Matters
In the work I do, I wear a lot of different hats.
Sometimes I’m making updates to a website.
Sometimes I’m helping shape messaging.
Sometimes I’m looking at the bigger picture — how everything fits together and what direction makes the most sense.
Those are very different roles.
And it helps to know which one I’m supposed to be playing.
The Natural Tendency
My natural inclination is to ask questions.
Why are we doing this?
What’s the goal?
Who is this for?
Is this coming from experience…or something you heard somewhere?
That’s part of how I work.
Because most of the time, the people I work with want that input. They’re not just hiring someone to make changes. They’re relying on me to help them think through those changes.
But That’s Not Always the Role
Sometimes a client doesn’t want that.
They already have a plan.
They’re working with someone else on strategy.
They just need the change made.
That’s a different role.
And there’s nothing wrong with it.
Where Things Start to Break Down
Problems usually don’t come from either approach.
They come from overlap.
When there’s no clear definition of roles, things start to get messy.
Now there are two strategies.
Two directions.
Two sets of expectations.
And sometimes…double the work.
Strategy vs Execution
At a basic level, most work falls into one of two roles:
Strategy
or
Execution
If I’m in a strategy role, my job is to think ahead.
To ask questions.
To challenge ideas.
To make sure what we’re doing actually makes sense for the business.
If I’m in an execution role, my job is different.
See the task.
Make the change.
Move on.
No analysis required.
When Roles Aren’t Clear
This is where things get frustrating — for everyone involved.
A client brings in outside advice.
A consultant suggests changes.
A “guru” recommends a new direction.
The implementation falls to someone else.
Now there’s a disconnect.
Because the person doing the work may know:
- the advice doesn’t fit
- the messaging is off
- the direction isn’t aligned
But that’s not the role they’ve been given.
So the work gets done anyway.
And when it doesn’t produce results, the cycle starts again.
This Happens More Than You Think
This isn’t about ego.
It’s about clarity.
Most service providers are not trying to compete with each other.
They’re trying to do their job well.
But that only works when the role is clearly defined.
What Clients Need to Decide
If you’re working with someone on your website, marketing, or content, it helps to be very clear about one thing:
What do you want from them?
Do you want:
- someone to think with you
- someone to guide direction
- someone to help you avoid bad decisions
Or do you want:
- someone to implement what you’ve already decided
Both are valid.
But they are not the same.
Say It Clearly
If the role changes, say so.
If you bring in another consultant, say so.
If you want to shift from strategy to execution, say so.
It doesn’t have to be complicated.
It just has to be clear.
Final Thought
Clear roles make good working relationships.
Unclear roles create confusion, duplicated effort, and frustration on all sides.
The more direct you are about what you expect, the better the outcome will be — for everyone involved.
