“We want to work there,” said Andrew and Margarite after a fascinating field trip to a Seattle advertising agency. Two excellent students in my graduate advertising class who were eager to enter the workforce.
“Excellent,” I told them,” get your resumes together and I’ll set you up.” Two weeks later Margarite stopped by forlorn because Andrew was hired and she was not.
“I don’t understand, ” she said. “I’ve spent weeks looking for a job, I’ve sent out hundreds of resumes to hundreds of agencies, and I didn’t even get an interview. Andrew sent out one resume and they hired him. What is wrong with me?”
“Nothing is wrong with you Margarite,” I told her, “Andrew did just as much work as you did, but he focused all of his energy on one agency, you did not.”
That is when I learned, once again, that frequency is infinitely more powerful than reach.