Strategy. Innovation. Brand.

communicating innovations

Innovation’s Speech Impediment

It's not a good idea if I don't understand it.

It’s not a good idea if I don’t understand it.

One of the most important obstacles to innovation is the cultural rift between technical and non-technical managers. The problem is not the technology per se, but the communication of the technology. Simply put, technologists often baffle non-technical executives and baffled executives won’t support change.

To promote innovation, we need to master the art of speaking between two different cultures: technical and non-technical. We need to find a common language and vocabulary. Most importantly, we need to speak to business needs and opportunities, not to the technology itself.

In my Managing Technology class, my students act as the CIO of a fictional company called Vair. The students study Vair’s operations (in a 12-page case study) and then recommend how technical innovations could improve business operations.

Among other things, they present a technical innovation to a non-technical audience. They always come up with interesting ideas and useful technologies. And they frequently err on the side of being too technical. Their presentations are technically sound but would be baffling to most non-technical executives.

Here are the tips I give to my students on giving a persuasive presentation to a non-technical audience. I thought you might find them useful as well.

Benefits and the so what question – we often state intermediary benefits that are meaningful to technologists but not meaningful to non-technical executives. Here’s an example, “By moving to the cloud, we can consolidate our applications”. Technologists know what that means and can intuit the benefits. Non-technical managers can’t. To get your message across, run a so what dialogue in your head,

Statement: “By moving to the cloud, we can consolidate our applications.”

Question: “So what?”

Statement: “That will allow us to achieve X.”

Question: “So what?”

Statement: “That means we can increase Y and reduce Z.”

Question: “So what?”

Statement: “Our stock price will increase by 12%”

Asking so what three or four times is usually enough to get to a logical end point that both technical and non-technical managers can easily understand.

Give context and comparisons – sometimes we have an idea in mind and present only that idea, with no comparisons. We might, for instance, present J.D. Edwards as if it’s the only choice in ERP software. If you were buying a house, you would probably look at more than one option. You want to make comparisons and judge relative value. The same holds true in a technology presentation. Executives want to believe that they’re making a choice rather than simply rubber-stamping a recommendation. You can certainly guide them toward your preferred solution. By giving them a choice, however, the executives will feel more confident that they’ve chosen wisely and, therefore, will support the recommendation more strongly.

Show, don’t tell – chances are that technologists have coined new jargon and acronyms to describe the innovation. Chances are that non-technical people in the audience won’t understand the jargon — even if they’re nodding their heads. Solution: use stories, analogies, or examples:

  • Stories – explain how the innovation came about, who invented it, and why. Put real people in the story. Explain what problems existed before the innovation arrived. How is the world better now?
  • Analogies – compare it to something that the audience knows and understands. A Service Oriented Architecture (SOA), for instance, is remarkably similar to a modular stereo system.
  • Examples – tell the story of other companies that are using the technology. What benefits have they gained?

Words, words, words – often times we prepare a script for a presentation and then put most of it on our slides. The problem is that the audience will either listen to you or read your slides. They won’t do both. You want them to listen to you – you’re much more important than the slides. You’ll need to simplify your slides. The text on the slide should capture the headline. You should tell the rest of the story.

If you follow these tips, the executives in your audience are much more likely to comprehend the innovation’s benefits. If they comprehend the benefits, they’re much more likely to support the innovation.

(If you’d like a copy of the Vair case study, just send me an e-mail. I’m happy to share it.)

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