In a special report from Knowledge at Wharton, the author revealed that although businesses have readily shouldered both the risk and expense of innovation to achieve competitive advantage, the economic crisis has created a significant funding difficulty. Researchers and technologists are going to need a lot more than lab expertise to "keep the research funding spigots open."
The surprising conclusion was that "the ability to communicate well and other 'soft skills' are just as important as technological expertise when it comes to selling new ideas to investors or senior management." Although managers have given lip service to this notion before, rarely with such clarity. One funding executive said that he "frequently sees entrepreneurs stumble because they lack such (communication) skills. All too often, entrepreneurs come across as rude, dismissive and disrespectful to audiences." As a result, entreprenurs often "infuriate the investment community."
Another commentator echoed what had been said and added that, "business is all about relationships. They (investors) need to like your idea, but they also need to like you."
And a portfolio director of Unisys said that innovators must become adept at "making the case for maximizing productivity and reducing waste." All of that is going to require excellent communication skills, including, he added, the fine art of schmoozing.
Supporting this crisis-specific demand for communication skills is a much broader study. In 2004 the Dallas Federal Bank reworked a study of the national talent hierarchy. Although the findings emphasized the need for technological skills, the best paid workers and the best work opportunities continue to be for those who have both technology expertise as well as people skills. Indeed, the hierarchy shows people skills at the top of the talent ladder both in terms of financial rewards and work opportunity.
It's a truism that whatever expertise you have, one of the best ways to provide career success, avoid obsolescence and maintain job security is through the ongoing development of productive communication skills.
However, the demands for new language technologies are outstripping the ability of most organizational trainers to provide them. Indeed, research shows that very few workers or managers are as effective at communication as they think they are. When employees and managers come face to face with demanding work settings, the language technologies to deal with the complexities of the new marketplace are usually missing. Although colleagues, managers, human resource people, and trainers regularly offer relationship advice, it usually fails in its ability to significantly enable the development of productive communication skills.
Why doesn't advice work?
When advice for communicating skills is given, it comes in the form of inferences--stated conclusions or advice about what should be done. "You need to improve your presentation skills. You need to manage your team more effectively. You need to give better feedback." Note that all that language is composed of advice. Mere advice is never enough. In order to learn to communicate more effectively, you're going to need specific protocols and specific, concrete scripts. For example, in my white paper on questioning (How to ask questions and not be perceived as a dumb ass), I give specific situational protocols and scripts. Here's just a single protocol and script from that paper on asking questions.
Protocol: Qualifications of respondent: Identify and engage a manager with personnel knowledge.
Script: “I’ve come to you because Mary tells me that you know the senior research personnel and their expertise exceptionally well."
But you say to me, this is canned. Yep. You're exactly right. We all learn language by imitation, and then gradually as we use it, we fine-tune and adjust for differing situations.
In order for communication advice to be useful enough to enact, you've got to have someone lay out the theory: "If you say such and such . . . , the following will happen." Then the coach has got to be ready for questions, and give an example of the specific communication process with actual statements that illustrate what needs to be said and done--just as above. An effective coach will also need to point out the values encapsulated in those scripts and protocols. For example, the above script values the knowledge of the respondent's network base and presumed abiity to make a contribution to the learner's needs.
Can these skills be learned? Absolutely. And there are some smart ways to circumvent the lack of in- house coaching. But, in order for them to "stick" they're going to need to be practiced, fine-tuned, and personally embedded. That normally takes about 30 days of use, with 15 to 20 experiences--with feedback.
The neuroscience of memory is very clear on learning new skills. Although a few practices will sensitize a neuron in the brain, it takes a great deal of practice and repetition to embed a skill permanently into the neurons. Stickiness means practice, practice! Thus my rule: Work Smarter While Working Harder. That may not be encouraging, but it's realistic. But remember also, the more you learn, the faster you learn, and the easier it gets.