Some have assumed that, with the economy in recovery, that aging Baby Boomer me is back in demand because clients and employers value experience. And can again afford to pay for it. That assumption may not be 100% accurate.
Sure, the insight which comes from operating through trends and fads and having an intuitive grasp about what is effective is something to bring to the table. However, those contracting services and even hiring those in communications want the ideas.
Those ideas take all sorts of forms. They could be about what kinds of topics to pursue. For example, when considering how an expert in human resources can have her bylined opinion-editorial published in THE WALL STREET JOURNAL, the writer could suggest focusing on the utility, outcomes, ethical, and legal issues associated with leveraging BigData in recruiting and hiring.
Another form they could take is for a mid-sized law firm to learn to manage controversy in order to attract new kinds of business through the attention the media bring.
And yet another type of idea is reconfiguring the persona which is standard in a line of work. Instead of the security analyst be brash and exhibit extreme confidence, have that person develop a hybrid identity that is part Warren Buffett and part Pope Francis I.
The bottom line on all this is that ideas are what get organizations and individuals into the sandbox to play. Without fresh perspectives and ways to get things done entities look, walk, talk, and smell like they are leftovers from the 20th century.