Coaching
Can They Do It- But Do They Want To? Why Skill Without Will Fails In Marketing
By Thrity Engineer-Mbuthia
In 2003, renowned author and coach, Max Landsberg introduced a concept called the Skill- Will Matrix. The Skill- Will matrix is a 2 x 2 matrix. As marketing professionals, we are quite familiar with Ansoff’ s matrix and the BCG matrix, so we are well placed to appreciate such tools. The two parameters are skills and motivation. Skills refers to competencies one possesses in order to effectively execute their role. One needs an additional shot of willingness or motivation to execute the duties of the role.
You the marketer, what skills do you require to do your role? Looking at 2026, one might be able to divide the skills into three broad categories. The first is technology. With strides in artificial intelligence and the access to large language models that can even create complex marketing plans, being able to harness the power of AI will make work faster and more effective. The ability to sieve through the information, to pick out the correct bits and to humanize it, remains within the marketer’ s docket. Creative campaign messages and comprehensive marketing plans can be put together quickly.
The second is data skills and predictive analytics. Many marketers have an aversion to numbers. Building analytical skills helps overcome this fear and increases confidence to see patterns and stories from the data.
The third important skill is around emotional intelligence or what we like calling soft skills. This is one area that can never be replaced by artificial intelligence. Skills like interpersonal communication, empathy, creativity and leadership need to be learnt. Leadership starts with understanding self. Marketers struggle to understand why they behave in a certain way and how to handle different situations.
High Skill- High Will
The first quadrant on the matrix has high skill and high will. These are the marketers who are experienced, they have built their skills either through on-the-job experience or being in a classroom set up to learn these skills. They are aware they need to embrace being a lifelong learner. They are willing to put in the effort it takes to master a skill.
Some experts claim it takes 10,000 hours of dedicated practice to build world class skills. That figure seems mind boggling, but instead of giving up, these are the marketers who have the willingness and interest to keep going. They may even share their skills by teaching or mentoring others, as a way to
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Many marketers have an aversion to numbers. Building analytical skills helps overcome this fear and increases confidence to see patterns and stories from the data. get a deeper understanding of the subject matter.
Individuals in this quadrant are known as advocates. If this is you, keep doing what you are doing, build your personal brand and shine. If this is one of your team members, delegate, give them autonomy and sit back as they drive marketing initiatives forward.
Low Skill- High Will
The second quadrant has low skill and high will. These are marketers who have a level of self-awareness that allows them to be honest and identify what they do not know. They realize they have gaps, in knowledge, in skills and understanding. However, what makes this group very easy to work with is they have high willingness to close the gaps. They are willing to ask questions, and to find answers. They are like sponges, absorbing information and striving to do better.
These individuals are known as willing followers. Since the willingness is high, they can be taught the skills. They have the right mindset and attitude. An upcoming marketer starting out in their career would benefit from having this approach, as there is much to learn. It could also be marketers who are very experienced but now have to learn new technology or leadership skills to help them manage teams.
If you are a willing follower, keep searching for information and build skills that allow you to execute your role. Get a mentor or a work buddy and be curious. If you are managing a team member who is a willing follower, guide this team member and help them see different perspectives.
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