Lost in Translation

I love technology, but if there is one thing I have learned over the years, it is that it is really irrelevant how much you know about the functionality of a particular widget.   The decision to buy a service is no longer about how “shiny” or “rich” a service is, but how it can be relevant. We have reached a tipping point where the traditional buyers of procurement and IT are no longer front and centre in the buying decisions.  These individuals are being replaced by the Business Unit owners and customer facing functions, a shift which requires a fundamentally different type of conversation and one which is causing many challenges for numerous ICT related industries.

“Big bets”, or big changes, are increasingly a thing of the past, especially as ICT services become more on-demand. This change gives customers the ability to transform much easier than in years past. Therefore, businesses need to evolve their thinking toward a new approach of differentiation…one towards relevance as it pertains to the business and the new decision makers.  We need to shift our language from the bits and bytes to understanding the challenges and opportunities that exist and what it can mean for the business. As businesses start to become more granular and focused, on tracking outcomes from individual initiatives, their expectations from suppliers equally change.

One of the things I love about my job is the opportunity to listen to business owners regarding their ambitions for their business, their key challenges and where they would like help.  In speaking with them, I begin thinking about the role I can play for that person in translation and/or understanding of what he/she is trying to achieve and the solutions out there that could help to solve their business challenges. If you are going to be meeting new business people there are three key tips I would suggest you do ahead of time. First, learn about who you are meeting with, what are their priorities and key goals? Secondly, how do they actually measure success for their business and industry? Finally, how can you help them to bridge from your understanding of feature and functionality with the insights of the above?

Let me be more specific, I am not talking about simply writing a script to accomplish what I’ve suggested above. You need to truly embrace and understand these questions and make them part of your approach to doing business. If you are able to do this and can then change the way you have a conversation, this will leave you feeling like you have had a positive impact on someone’s life and or business. Now this is not to say I will stop talking about technology. I simply love technology, but I love it for the same reason I write these blogs. I want to know the impact technology can have on people and to understand how we as individuals can influence and shape the evolution of technology. Technology plays a growing integral part of our daily lives, from the watch on your wrist to the self driving car; our lives will continue to be impacted hence the need to understand how we want technology to add value versus trying to make the functionality of a new widget work for us.

 I am reminded by a great Simpsons episode (stay with me now) where a techie is attracted by Homer Simpsons offer of fast internet but when the techie asks: “I'm interested in upgrading my twenty eight point eight kilobit internet connection to a one point five megabit fibre-optic T-1 line. Will you be able to provide an IP router that's compatible with my token ring ethernet LAN configuration?” – Now you could be forgiven for thinking and those things are what? - but in basic terms he is looking for an internet upgrade and one that will not require him to change any hardware at his home thus keeping his costs low so as he can visit the comic book store and buy more magazines (seriously!). Now of course the obvious question is, “well then why not say that?” I often find myself having to remind people that functionality is great but unless it has relevance to the person you are trying to sell to (or in the case of this Simpson episode – buy from) then there is not much point in starting a conversation.

In the case of Homer Simpson and similar for many businesses, there is a need for a new type of translator – one which can help people and businesses translate features and functionality to demonstrable business benefits, in the language of the customer or partner. This is something that I love to do and moreover enjoy seeing that “light go on” when the translation has been successful and everyone around the room gets excited about the outcome they are then working towards. Without these translators of the future, it is going to be akin to a meeting of two foreign countries, where gestures and pictures is all that is able to be used to explain anything which will ultimately result in a loss of translation moment and leave many people with that Homer Simpson expression as their only answer … “Can I have some money now?” 

Leopards need to change their spots too

We associate Leopards with being fast, agile, and adaptive – something many businesses would love to aspire to or believe they have already achieved. However, think about that Leopard for a moment lacking the ability to maintain a sustainable pace, using up all of its energy in a very short period of time and spending a lot of its time resting to conserve energy.  Now doesn’t that sound more like many organisations you know of, expending large amounts of energy but finding that sustainable pace in a market of change?

In our work environment we increasingly find organisations that need to adapt to the changing market around them. But, I would propose that it is the constant adaption, customisation and “tinkering” of applications and systems that really restrict a business’s ability to do just that.

Consider for a moment how many changes you requested from your supplier to ensure your application or system would operate effectively based on your current ways of working. And now consider how frustrated you were at the supplier’s lack of understanding of your business needs. 

Next, consider what your company did when looking to adapt to market changes or a shift in strategy.  I am guessing – as tends to be the case – you invited in your suppliers and told them there would be a number of change requests required as updates to your applications and systems were needed to ensure they evolved with the needs of your business. What happens next is the response you receive from your suppliers is an extensive program of system changes, which are significantly more expensive than what you had expected. At this point the inevitable happens and we introduce that word that every strategy leader hates … compromise. You are then entering a phase of your business change where you need to balance the necessity of change with the market need to change against the cost. The end result is that the costs continue to increase, you don’t receive the changes you were hoping for and you ultimately end up setting up the business to fail, not fast mind you, just a slow and painful death.

I share this with you because, given the world we live and work in, there is a need for a fresh approach to business.  An approach which actually requires an organisation to change, a change in the way it works and not necessarily by overhauling existing systems and tools. As strange as it may sound it is increasingly crucial for businesses to avoid customisation as much as possible so they can adapt to the market quickly and avoid expensive system overhauls. Of course people will say “well hang on Nathan we need to customise those systems if the market is changing.” Well, I would challenge that there are two approaches businesses need to be taking to ensure sustainable growth in today’s market.

The first is by moving to standard components and interfaces.  With this, you are then able to consider vendor replacements. By forcing the use of API’s, or application interfaces, you can replace components much more easily without the need of a potential full rip and replace of all systems supporting a process.  This equally ensures your business can regularly validate the latest capability from CRM systems to Billing systems and even, dare I say, communication systems. How often have you found yourself frustrated just after launching a new platform, application or system that a capability had just been added that would have benefited your organisation?  Need I say more?

The second key approach is to look in the mirror more often.  Instead of the levers you seek to adjust being limited to third party components, look into your business at the people, processes and ultimately ways of working that you have established and ask yourself, how often have these actually changed over the years?  I am not talking about rearranging the deck chairs, I am referring to real changes in ways of working to ensure 1. that a business can maximise the opportunities that change can bring; 2. to ensure that sustainable growth is understood as the journey.

The first approach is strengthened by the introduction of cloud based architectures, which means you can consume what you need, and equally adjust to new market developments quickly. I appreciate some elements are more difficult to change than others but, by starting with a view that everything can be changed, this will ultimately create the right environment for success. Cloud capabilities have created new avenues for businesses to feel more in control of the risks their business chooses to take and equally the opportunity to leverage the latest technology at each step of the way.

The second approach is a lot more difficult because no one likes change.  Change can cause a stall in business performance and ultimately comes with its own risks. However, people will accept and equally embrace change, as long as you can articulate the benefit to the business. Whatever those change may be, understanding the business need first is the most important element.

Speed and agility are crucial business elements, but without simplifying the tools and ensuring the business adapts to the market change, all that an organisation will achieve is declining profitability and increasingly demoralised employee engagement. I am always intrigued by business leaders who share how confident they are about their business, but it is those businesses who recognise that being as agile as a leopard is not enough. Sometimes you need to change yourself in order to succeed and the tools round you may enable part of that change, but unless you are willing to change your own spots you may find that the speed you have is only enough to spin your wheels  and not to deliver the continued momentum.

Don't Stop Believing

Yes, as in the song, in case you were about to ask.  It’s a Journey…

Have you ever had an idea which you thought would change your business or the business you work for or even serve your customers more effectively, yet when you brought it to your boss’s attention, they then thanked you kindly, filed it away and sent you on your way? Well, I don’t know about you, but this has been one of my key challenges and ultimate frustrations.  It just makes me want to scream and say “Hey – this WILL work and it WILL help so let’s just give it a go!” Yet, standing on top of a desk and having your “Braveheart” moment simply doesn't have the affect anymore like it did in the late 1990’s! – Before you ask, no, I didn’t stand on a desk and no, I didn’t wear a kilt, but it doesn’t stop me from thinking about it though!

Seriously, I have seen and met people who have fantastic ideas, but struggle to get the buy in or to translate them into outcomes.  I have even had some mad ideas during my career, from trying to sell Satellite to ISP’s in Europe through to introducing alternate training and customer engagement into incumbent market leaders. I had a lot of obstacles thrown in my path and had to engage numerous people to ensure endorsement from and engagement with. To be honest, I have learned a lot from both those who supported my ideas and equally from those who challenged me, but when I boil it down there is one lesson I learned early on which has always stayed with me.

My Dad always used to tell me, if you aim for the dirt, you will hit it every time.  But, if you aim for the stars, you may not reach them, but reaching for them could get you a lot closer than remaining in the dirt (See Dad I do remember some things!). I have always remembered this phrase and often found myself giving myself (stay with me now) a kick up the backside and reminding myself that getting by day to day isn’t good enough. This is possibly also part of the reason I write these articles / blogs, trying to share my ideas with others to think about for themselves or consider how they could implement rather than just keeping them to myself!

So … great, aim for the stars right? That’s it? Well, clearly not, if that was all it took I would have been standing on a hill long ago just selling the ideas rolling through my head! I have learned through the years that there are a few key factors (for me at least anyway!) to ensure we are able to turn beliefs into outcomes. Simply put, unless you are articulating what it means for your stakeholders, working with a team who provides you honest feedback and positive support with realistic outcomes, you will always be trying to run through mud to get your idea delivered.  I believe we all need to follow three basic, but often missed, fundamentals. 

First of all, speak their language – have you ever found yourself getting frustrated with colleagues because they are not sharing your excitement and commitment to an idea? Well, have you ever asked yourself what your idea or recommendation for change means to them, or how will it improve the way they work, and how will it ultimately help them to succeed in their own goals or business responsibilities? Sounds obvious perhaps, but you would be amazed at how many ideas are lost in translation that I have seen as people bang their heads against a wall trying to comprehend why they can’t garner the support from key stakeholders.

 Secondly, anchor in real world - have a team that shares your ambition but brings a dose of reality to the table. This is crucial.  In a previous company, I was often referred to as the “Blue Sky Boy”, coming up with ideas which sometimes seemed out there and other times seemed to come from beyond (apparently). It was my team that helped to validate these ideas and assess whether they were doable or simply a star too far at the present time. As equally important, do not be afraid to take feedback and adapt your course.  To achieve a goal you are aiming for, people providing different points of views, as long as they are constructive, can actually help you see the path to a successful outcome! Therefore, always keep an open mind, and for those of us who are overly direct, that can be difficult (yes me included!)

Finally, deliver what you can digest – Ideas and brain storming is great, but ultimately in the end we need to be able to actually deliver something, otherwise they are just that … ideas. You may find that you need to break up the idea into deliverable phases rather than trying to do everything at once (believe me I have tried!).  If you try to do everything all at once this will ultimately achieve nothing and your team and everyone around you will become highly disillusioned about your idea leaving in bogged down in validation rather than execution.

I have found that by ensuring these three aspects are aligned (and no I don’t get it right every time!) you will put yourself in a good position for success.  Naturally, these combined with the key attribute of staying the path, and truly believing that what you are doing is the right thing for the business or for your own plans then stay with it. Of course, with the accountability to drive one’s own outcomes comes the responsibility for success or failure.  That is to say, you need to be prepared to fail and to be responsible for whatever your path brings.  I don’t advocate the failure mentality per se, but I have always worked on a principle of fail fast.  Simply put, I encourage my teams to test concepts and have the maturity to decide if they will or won’t work and inform their peers and or manager of the same early on.  There is no point in waiting until significant resources have been spent, and ultimately creating a degree of disillusionment that is difficult to recover from.

So where do we go from here? Well, all I am sharing are my own key approaches to ensuring the ideas that I have can be followed through and yes sometimes it has worked and other times not. The key is to ensure that you stay the course if it is what you truly believe, gather your advocates, anchor in reality and ensure you can deliver on what you say you will and you be able to give yourself a chance to succeed! We can change the world we live and work in, one idea at a time, take the Journey  “some will win, some will lose”, just Don’t Stop Believing and who knows, as Malcolm Wallace from Braveheart is quoted as saying: “Your heart is free... have the courage to follow it.”