What You Do vs. What You Bring: Reframing Your Professional Value
In my years of coaching mix engineers and working with pro audio brands, I've noticed a pattern that keeps talented professionals from reaching their full potential. When asked about their work, most immediately jump into explaining what they do: "I mix records," "I master tracks," or "I record bands."
But here's the thing – what you do is just the surface level. It's the technical description that puts you in a box with everyone else who does the same thing. What truly sets you apart, what makes clients choose you over others, is what you bring to the table.
The Limitation of "What You Do"
Think about it. When you focus solely on what you do, you're essentially saying, "I'm one of many who can perform this technical task." You're positioning yourself as interchangeable with any other professional who has similar technical skills.
I see this constantly in my coaching sessions. Engineers get stuck in a cycle of comparing their technical abilities, trying to prove they're "better" at the same tasks everyone else is doing. But that's not where the real value lies.
The Power of "What You Bring"
What you bring is your unique combination of:
Your perspective and creative vision
The energy you bring to sessions
Your problem-solving approach
The way you make clients feel
Your ability to translate artistic vision into sonic reality
The network and connections you've built
The experience you've gained from every project
Let me give you a real example. One of my coaching clients used to introduce himself by listing his technical capabilities and the gear in his studio. We worked on reframing his approach to focus on what he brings: his ability to create a comfortable, creative environment where artists feel heard and understood, combined with his unique background in both jazz and hip-hop that helps him bridge musical worlds.
The result? His client conversations shifted from price negotiations to value discussions. Artists started choosing him not because he could operate Pro Tools (which many can do), but because of the unique perspective and environment he brings to each project.
Making the Shift
To start thinking about what you bring versus what you do, ask yourself:
What do clients consistently praise about working with you?
What aspects of your background give you a unique perspective?
How do you make people feel during sessions?
What problems do you solve beyond the technical aspects?
What values guide your work approach?
The Industry Impact
This shift in perspective isn't just about individual success – it's about elevating the entire industry. When we move beyond seeing ourselves as technical service providers and start recognizing the unique value we bring, we create space for more meaningful collaborations, better client relationships, and ultimately, better music.
Moving Forward
Next time someone asks what you do, try this: Start with what you bring. Instead of "I mix records," try "I help artists translate their creative vision into sonic reality by bringing my unique perspective from [your background] and creating an environment where their best work can emerge."
Remember, your technical skills got you in the door, but what you bring keeps clients coming back and referring you to others. That's where your true professional value lies.
The audio industry needs more professionals who understand this distinction. Because at the end of the day, we're not just creating technically perfect recordings – we're helping artists bring their vision to life, and that requires so much more than just knowing what buttons to push.
What unique value do you bring to your work? Take a moment to reflect on this, and you might discover that you offer far more than you've been communicating.
