You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you also must be fluent in the language the consumer speaks.
I am reading a book by Scott Galloway called ‘Post Corona’. It has some startling facts about many things including the hugely diminished power of traditional media channels. 
Those facts include the INCREASE in market capitalization of Google and Facebook, which he reports at over $ 500 billion. Mail, Social and Search, are now the influence engines, not TV and Radio. 
 These new channels place the power with the ‘influencer’, especially the ‘local influencer’.  

Is that the PGA Professional? 

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