There is a distinct difference between the two. There’s also a distinct difference between knowledge work and line work.
I think this was called out very well and articulated nicely in the Masters of Scale Rapid Response podcast with Diane Hoskins, Co-CEO of Gensler. The podcast is titled: Healthy Offices and the Myth of Remote-Work Productivity. http://listen.meditativestory.com/HoskinsRREp?c=oO3LDVPmiANz-gofX29NrQ&h=39b2eda9f2ebf6334
As we move through our day, I think it’s imperative we know what is “line work” activity and what is “knowledge work” activity.
Line work: (i.e. create a plan)
- Cleaning up CRM
- Writing a cadence
- Changing our LI profile picture
- Creating a schedule template or any template at all to fill in
- Creating a “route schedule” to visit our customers
Knowledge work: (i.e. execute against the plan)
- Executing an effective outbound communication effort (email, LinkedIn, video call, etc.) against a clean list in CRM
- Filling in the cadence with meaningful dialogue/verbiage
- Updating our LI profile so it resonates with others
- Filling in the template we created with information that matters and that we can control
- Making the visits with our customers meaningful and impactful
What do you think? What about your day is “line work” and what is “knowledge work”? And how much of it? Creating a clear path for the two is crucial. Why? Because we get out of flow if we try to fill in the QBR template while we’re creating it. Or our reps get frustrated when they’re in the flow of calls, but have to stop and do the line work of finding the right contact info. We’re leveraging two different parts of the brain when it comes to line v. knowledge work. It’s imperative to work on one at a time.