Marketing and communications are often undervalued. It seems incredible given the activity can boost sales, enhance value and dramatically improve an organizations performance. Yet, so often, the real work falls on a small cadre of soldiers motivated more by the art than the commerce of their daily tasks.

This is as it should be. The moving-making business might provide a good example to consider. Let’s face it, movies would be boring if actors and directors thought of nothing else but box-office draw. You also need script supervisors, production assistants, lighting experts, food service, stylists and a long list of others. Everyone needs to be passionate about telling a story and telling it well, but all need to understand their individual contribution. The entire production only comes together when all those individual pieces fit together with quality contributions.

Managing such a team takes finesse. It also requires discipline and guidance to contain and focus the collective energy on priorities. At the start of each day, there needs to be a sense of purpose, and at the end of each day, a feeling of accomplishment and being a part of a larger mission. How can you motivate such a team? It’s simple really. Find ways to recognize the value they bring to your overall enterprise. Celebrate the quality of work every chance you can. Balance clear expectations with room for flexibility. The more complex your organization is, the more important it is to appreciate what will make your movie a hit.

Action!