Looking at the title of this blog entry, it might seem logical (and grammatically correct) to suggest that it should read, "know WHO you want." After all, isn't that how most advisory council recruitment discussions begin?
When we work with boards of directors, we ask them to look at their strategic plan and the priorities they have set for the coming years. We'll then ask them to think about the skills, the abilities, and the experience that they'll need around the board table to help them achieve those priorities. So we say, "List the skills you need, not the names of people or their professions." Once you have such a list in front of you, it really helps to focus the recruitment process, and you are much more likely to really get what you need and want.
Think of it this way...if your mother-in-law goes out to buy you a birthday gift, you are likely to get something nice (and lots of good intentions), but it probably won't be what you would have selected for yourself (that tie with the large cartoon characters on it, for example). You increase the odds of success dramatically when you say, "I would love a new dress shirt, and here is my size." Yes, what she purchases will be less of a surprise, but shopping has become easier for her and you are likely to get what you want. The same is true when you are looking for advisory council members--be clear about what you are looking for (skills, knowledge, experience) and you are much more likely to get it.
Yes, it seems obvious, but it rarely happens. Be the exception. Get clear about the skills, abilities, and experience you need on your advisory council and then go recruit the people who possess the attributes you need.
