Over the last 2 decades, we’ve worked with many leaders and companies in highly complex, regulated industries to help bring their expertise, their points of difference, their value to life.
In nearly all cases, the organization has a wealth of talent, expertise and unique processes and systems for doing the work they do. This is true for healthcare, agriculture, food, technology, manufacturing, transportation and so on. And, almost all of the time, they struggle to bring these stories to their partners and prospects in a way that stimulates interest and action.
Why? As experts, you know too much. You spend 40-60 hours a week, over years, immersed in your business. Your ideas and expertise in your field flow from you as naturally as your breath. And because of that, it’s very difficult for you to unknow what you know in order to put yourself in the shoes of the people who need your help – creating a gap in understanding that makes it difficult for you to guide them from where they are to where they want to be. After all, if they already know all of the things you know, they don’t need you, do they?
Common pitfalls of knowing too much
- You want to share everything you know because what you do is really important to the people you serve. You want people to land on the same page, to see it as you see it. And they never will, fully. They’re not experts. You are.
- You assume everyone knows what you know. It’s really hard to UN-know what you know to start where your audience is. This can be as simple as using words and acronyms common to you and your team. When these land on others, you’ve lost them and most people are uncomfortable asking for clarification, because they assume they should already know the answer too. (Insert every conversation I’ve ever had with a financial advisor ;))
- You skip important details. This happens for two reasons. 1) When you communicate, there’s a natural complement between the content of your brain and the words you choose. When you review your own material, it all makes sense to you, but others won’t have the benefit of your knowledge to fill in the gaps. 2) You think those details are irrelevant or obvious, but remember what is obvious to you isn’t to everyone.
- You forget you’re talking to people. When we create, we create for ourselves. The language and logic flows naturally from our analytical brain. The result is a PhD level document, presentation or webinar that fails to engage, interest and entertain your audience. If you can’t do that, you’ve lost them no matter how smart they are. Tip: The most engaging content is written at a 6th grade level.
- You love a good rabbit hole. Someone asks you a specific question and your eyes light up, your heartbeat quickens, you lean in and take off….on a tangent. Trouble is, no one really knows where you’re going. The pull to go deep is far greater than the need to stay at the surface where everyone else is.
Communication is about relaying meaning, but more than that, it’s about relating to meaning. Start with basics, be unafraid to be simple, conversational and remember – people want to work with people they know, like and trust. Be you. Relatability and approachability are just as important as what you know.
And ask for help. Engage people who know less than you know about your business. They can help you deconstruct your stories and bring them to life in a relatable, inspirational and actionable way.
