Highly knowledgeable people are often at a big disadvantage in business. They have expertise and experience. Their opinion is sought after, they have high personal levels of credibility. They often went to prestigious schools, elite universities, completing challenging degrees. They have paid their dues and have worked they way up the greasy pole to the upper reaches. Yet, they have feet of clay when it comes to representing their section, division, department, company or industry. They are a dud when presenting.
The education of the highly specialized person means many years of diving deep into the nitty gritty of their area of expertise. This is done at the expense of developing other skills.
Sometimes we have high knowledge/low skill/low attitude constructs for some leaders who find they need to present. The low attitude, in this example, doesn’t refer to their commitment, dedication, engagement or enthusiasm for their work. It refers to their dismissal of the importance of presenting, as part of the total professional’s toolbox. They see it as froth on beer, fluff, smoke and mirrors, style with no substance.
“Knowledge is all I need” speakers with this mantra don’t get it. It is not enough anymore. We need to be able to communicate with people across all levels of understanding of the subject, with various interests and biases. We need to be memorable, to be building our personal and professional brands. People won’t recall all the detail of the talk but they will walk away with either a positive, negative or non residual impression of our talk. Conviction and confidence sell our messages, build credibility for our argument and convince others of our point of view.
In a world awash with information, alternative facts and fake news, being remembered as trustworthy, knowledgeable and reliable is more important than in the past. The trustworthy and reliable bits come from our ability to marshal our knowledge and deliver it in such a way that the audience is attracted to our key messages and to us as speakers. These soft skills are required more than ever. It is time to switch attitudes, add skills and become the complete package as a presenter. This means being knowledgeable, skillful in delivery and having the right attitude toward wanting to win the audience over.
