As I develop LiveAPI with my team on a day to day basis, I find myself thinking and learning more about:
- Building stuff
- Selling stuff
I've observed a sharp polarization among individuals in various online and offline communities of salespeople and engineers regarding the axis on which they prefer to operate.
People who identify as builders or engineers often tend to undervalue the role of those who sell. Builders may perceive sellers as somehow less important or even inferior. For instance, many engineers I’ve encountered throughout my life have, either openly or subtly, expressed a certain level of disregard for businesspeople. The average engineer often views salespeople as overly focused on the present or fixated on closing deals, with little concern for anything beyond that.
The same sentiment is often observed from the opposite perspective. Many sales and business professionals view engineers as lacking competence in social, financial, or psychological matters. They may perceive engineers as working diligently but often on the "wrong things" (from a sales perspective) or as being out of touch with market demands.
Let’s explore the various ways in which individuals who identify with craftsmanship and those who identify with salesmanship differ significantly.
Craftsmanship vs Salesmanship
| Aspect | Salesmanship | Craftsmanship |
|---|---|---|
| Focus | Persuading others to buy or accept an idea, product, or service. | Creating or producing a high-quality product or service. |
| Objective | Maximizing value for the seller through deals or agreements. | Achieving excellence and precision in the work produced. |
| Skillset | Communication, persuasion, negotiation, and relationship-building. | Technical expertise, attention to detail, and mastery of tools. |
| Primary Goal | Convincing others of the value or benefits of something. | Delivering superior quality or innovative solutions. |
| Value Creation | Perceived value based on presentation and positioning. | Intrinsic value based on functionality, durability, and design. |
| Measure of Success | Revenue, sales numbers, or client acquisition. | Quality of output, recognition for skill, or longevity of the product. |
| Interaction | High involvement with people (clients, stakeholders). | Primarily focused on the work or process itself. |
| Dependency | Success often depends on understanding customer needs and behavior. | Success depends on skill, knowledge, and craftsmanship quality. |
| Time Horizon | Short-term results often prioritized (closing deals). | Long-term results valued (building a lasting reputation). |
| Examples | Selling a product, pitching an idea, or marketing a service. | Building furniture, designing software, or creating art. |
Can it be - Craftsmanship + Salesmanship?
Craftsmanship and salesmanship differ in at least 10 of the previously mentioned aspects.
In particular, they differ significantly in both objectives and focus.
It seems reasonable to assume that it would be extremely challenging for a single individual to embody and consistently practice:
Two distinct areas of focus
Two separate objectives
Two diverse skill sets
...
and so forth.
Considering these differences, it might appear that reconciling such polarities is not only extremely difficult but perhaps even impossible.
However, I propose that the entrepreneur is uniquely positioned to appreciate and integrate both spheres effectively through a unifying motif: The Mission and the Love of It.
The Mission Unites Opposing Forces
An entrepreneur possesses a unique ability to define an inspiring mission—one that transcends personal egos and unites different groups, such as craftsmen and salespeople. This shared purpose enables them to collaborate effectively and amplify each other's contributions.
Without the engineer, the salesperson has nothing to sell.
Without the salesperson, the engineer has no one to sell to.
They complement each other, and despite their differences, they can set them aside to work together toward achieving the mission.
Entrepreneurship = Craftsmanship + Salesmanship
As a process, entrepreneurship involves blending the often contrasting skills of craftsmanship and salesmanship.
In essence, it is about bringing these two disciplines together under a unified mission:
- Building something people want
- Selling it to those who want it
By fostering these capabilities within a single team or organization, even seemingly impossible goals become achievable.
At Hexmos, and now with LiveAPI, our mission is to refine and perfect our abilities in both building and selling. While we acknowledge significant gaps in these areas, we are relentless in our pursuit of improvement. Over the past four years, we’ve made meaningful progress—though we still have much further to go.
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