Recognizing
I (finally) just finished Anthony Bourdain’s Kitchen Confidential. Literally just moments ago. It wasn’t like it should have been a long read, but I don’t read fast and I get busy. You know how it is.
What a great book. Yeah, it might not be high art, but it’s still one helluva’ read and worth looking into. Here is a guy who is a real guy. In this confessional he spills his failures and fucked-up tales of what it was like to be in a kitchen in the 80’s (I think, I’m bad with time) as well as the success and absolute wonder of the culinary world. He doesn’t shy from anything. Mr. Bourdain recognizes what he loves and what he passionate about and while doing so makes you almost as passionate as he is about food.
Recognizing. It’s hard to do sometimes. But this book made me recognize one area that will keep me from being amazing at my job – passion. Yeah, I like figuring some of this stuff out. SEO can be fun. But I don’t get off on it. Some people I’ve met get off on algo updates and tweaking code. Me, not so much. I like the copywriting and the branding aspect of it, but really, is that SEO? It’s a component of it, but they sure as hell aren’t the whole cake. I am (somewhat) passionate about those areas of SEO, but unfortunately I don’t get to spend a lot of time doing it as I did in a previous job. Reading those final paragraphs of Kitchen Confidential made me realize that perhaps I lack the passion necessary to get to the next level. I am recognizing that I am truly a hack.
Then again, there are aspects to my job that I am very passionate about. Ensuring a client is getting what they need, and not just blowing out budget, is something I do my damndest. I love digging up the problems they’re having and delivering a solution. I adore evaluating their site and commenting on it. And I love commenting on the goings on of the industry at large. Yes, I guess I am passionate about some aspects of SEO. But as Anthony Bourdain proudly proclaims and owns the title chef, do I own the title of SEO?
That’s the question. And as time goes by, as I develop more skills than developing content, perhaps I will. After all, I’m getting more comfortable with my full title as it appears on my business cards.
