Denny’s Daily Zinger: Your Career - Ordinary or Extraordinary?
Chances are you've never heard of Tom Durkin.
But if you have ever watched a Kentucky Derby, you would know the voice.
Durkin was the racetrack announcer who called horse races over the P.A. systems and for millions watching on TV.
Durkin's may be the ultimate niche profession, one that required unbelievable mental, visual and verbal wizardry.
Tom Durkin retired Aug. 31 after 43 years and calling more than 80,000 races.
Here is a sampling of his pre-race routine:
• Mark up his program with pastel colors, matching a kaleidoscope of jockey silks to the appropriate horses in each race.
• Start the day poring over the more than 2,000 words and phrases he has compiled in a notebook, embedding just the right image in his subconscious to describe the drama of a herd of thoroughbreds running at 35 miles per hour.
• Open the file in his computer, called "On Race Calling," that contains essays he has written to himself about his craft, helping him transform himself into an artist.
In short, Tom Durkin invented a highly individualized set of rules and routines that enabled him to create a USP (Unique Selling Proposition) that made him the greatest in the history of his profession.
Takeaways to Consider
- Everybody in business in in competition with others in the same profession doing the same thing.
- In your discipline, what breakthrough can you come up with that enables you to claim your own USP?
- Is your career going to be ordinary—or EXTRAORDINARY?
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Once again, Denny Hatch provides us with sage and proven advice from the trenches. The book is chock full of examples, takeaways, and strategies for making every word more compelling and persuasive. This is easily one of those "top shelf" books you'll reference time and time again.—Charles Gaudet