Why have professionals in HR, IT, and even security been outsourced to low-coshead shot Darcy Et providers? They became commodities when leaders and other financial decision-makers perceived that their work didn’t add value in a way that exceeded their costs. The same is happening to professional communicators all over the world, and it’s time to take action now to avoid falling into the commodity trap in your own career.

In this fast-paced webinar presented in March 2020, leadership and career coach Darcy Eikenberg dug deep into why this trend is exploding and shared specific actions you can take in your organization now to avoid becoming a commodity—or to turn perceptions around if you’re already there. Play the recording.

Key topics included:

  • Why leaders overlook or undervalue communication contributions—and how to help them see clearly
  • How to think and speak about your work differently—so you can get out of the commodity trap
  • Three key strategies you can use to provide real business value that gets noticed and doesn’t get lost in all the noise of day-to-day work

Here’s a video message from Darcy posted in advance of this webinar.

As a leadership and career coach, Darcy helps high-performance leaders and teams manage through constant change with more clarity, confidence and control—plus a bit of courage thrown in to handle today’s complex life at work. She brings her clients a practical, real-world perspective that creates business results with a touch of humor and heart. Darcy is a long-time IABC member and will be speaking at World Conference in Chicago this June. She’s the author of “Bring Your Superpowers to Work” and writes regularly at, where you can also sign up to get other free career tools and insights.

Webinars can be used for CMP/SCMP communication certification maintenance (1 point). For information on certification, go to

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