Becoming a Geek Who Can Speak

Introduction:

Many years ago, I asked Doug Lord , one of my standout students and co-authors about his secret to career success. Doug always seemed like the guy next door--the sort you'd enjoy sharing a beer with. But, I also knew that he was very analytical and loved numbers.??? Doug told me that ‘he was a geek who could speak’. ?As a long-time geek, his words really resonated with me.

His story perfectly illustrates a common predicament among revenue management professionals who are highly analytical but often find it challenging to effectively communicate their findings to a wider audience. I've lost count of the times I've seen or heard of a revenue management expert leading with the dreaded "let me show you my spreadsheet" as an opener. Take it from me—and from Doug—beginning a conversation this way is not the most engaging strategy.

I use that line all the time in my classes and seminars because many times, geeks are great at analyzing data, but can't present the results all that well. The combination of being analytical AND having great communication skills is incredibly useful and helpful. ??

If you can’t explain analytical results, you are likely to be met with very blank stares.?? For example, I was presenting at a session on F&B revenue management for a company.? The audience consisted of mostly F&B people with a few members of the revenue management (RM) team. One of the RM people got up to make a short presentation and started talking about how he wanted to talk with the F&B people about the ‘granularity of their data.’?? Eyes pretty much immediately glazed over.???? He was right, the data was granular, but was that the best way to present it???? Definitely not!

I have always been a numbers person and am awed at the power of data. Data informs decisions, predicts trends, and uncovers hidden opportunities. But, raw data and sophisticated analysis are not enough to drive change or action; they must be translated into compelling narratives that resonate with users. This is where "the geek who can speak" shines.??? They can not only do the analysis, but they can also explain it in a way that everyone can understand.

The Power of Analytics:? Businesses across all industries have been investing heavily in data analytics. The reason is clear: data-driven decision-making leads to better, more informed strategies that can outperform gut feeling or intuition. From understanding consumer behavior to optimizing supply chains, analytics provide a competitive edge.

But, there is a gap. Being adept at numbers doesn't always equate to being able to explain them. Many analytically gifted individuals can find themselves at a loss when it comes to conveying their insights to non-technical audiences. It's a critical gap because the most powerful data is useless if it can't be understood and acted upon by decision-makers and users.

Bridging the Divide with "Geek Speak"?

The skill to translate complex analytical concepts into clear, impactful language is what distinguishes a true analytical communicator. They can take the essence of complex datasets and break them down into understandable, actionable insights. This doesn't just enhance understanding; it fosters trust and confidence in the data-driven approach.

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Successful analytical communicators abound in companies known for innovation. They are the product managers at tech companies who articulate the need for a new feature based on user data. They are the financial analysts who can tell a persuasive story about market trends and investment opportunities. These professionals don't just present data; they tell stories with it.

Developing the Skills:

So how does one become an analytical communicator? It starts with a solid foundation in data analytics and a commitment to continuous learning in this ever-evolving field. But it's equally important to hone one's communication skills. This includes public speaking, writing, and the art of persuasion. It's about making the complex accessible and the abstract tangible.?

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To start off with, try explaining your results to the least analytical person you know.?? I often would tell my students to practice on their roommates and their relatives and friends.? Ask them to tell you what you just said and if it makes sense.? If the answer is no, think about what they said and try again.??? This is one of those things where practice helps immensely.

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The path to becoming an analytical communicator is not without challenges. There's the risk of oversimplification, where nuance is lost in the quest for clarity. There's also the need to maintain integrity, presenting data objectively even when it doesn't support a preferred narrative.

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If you are a leader, cultivate these dual talents within your teams. Encourage your analytical people to practice their communications skills and put them into the spotlight.? In addition, be sure to call them out if they start to resort to geek-speak.???? At the same time, encourage your great communicators to develop their analytical skills and to collaborate with their colleagues to help them get better at getting their data-driven insights across in a clearer fashion.? Pairing analytical minds with skilled communicators for mentorship can also bridge the gap between data and decision-making.

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Conclusion:

The "geek who can speak" is not just a catchy phrase; it's absolutely essential. And, if you can be that ‘geek who can speak’, you will be well-positioned for success.

If you're a numbers whiz, challenge yourself to step into the communicator's shoes. If you're a wordsmith, dive into the data. Ask yourself: How can you become the analytical communicator your organization needs?