Don't Start a DEI Consultancy Without building these Must-Have Skills

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In my two-decade journey through the Diversity, Equity, and Inclusion (DEI) and Human Resources (HR) terrain, a critical insight has emerged sharply into focus: Mastery of DEI principles alone doesn’t spell success for a consultancy.

This truth hit home while coaching a consultant five years ago, who had engaged me for business and DEI guidance. Frustrated by clients not immediately seeing the “brilliance" of his approach to workplace culture and irritated by their questions, the consultant’s perspective was not just arrogant but missed the mark on understanding client needs. (Don't worry,?that consultant did what he needed to do?and build the essential skills required. Now runs a multi six figure a year consultancy?working half the time he did?in his full-time job.)

This anecdote serves as a powerful reminder that without a robust foundation in essential business skills—networking, marketing, branding, and more—a DEI expert’s ability to impact is significantly reduced. Let's dive into the essential skills that marry DEI knowledge with indispensable business acumen, ensuring your consultancy doesn’t just survive but thrives.

1. Emotional Intelligence: The Heart of Consulting

Emotional intelligence is paramount in DEI and HR consulting. Daniel Goleman's insight that "Emotional intelligence does not mean merely 'being nice.' At strategic moments it may demand not 'being nice,' but rather, for example, bluntly confronting someone with an uncomfortable but consequential truth they've been avoiding," encapsulates the delicate balance consultants must strike. This skill allows for the navigation of complex emotional landscapes, ensuring that consultants can address sensitive topics with empathy and clarity. Emotional intelligence fosters an environment of trust and openness, enabling consultants to guide clients through difficult transitions and foster a culture of inclusivity and understanding.

2. Presentation Skills: The Art of Persuasion

"The most powerful person in the world is the storyteller," Steve Jobs once remarked, highlighting the transformative power of presentation skills in DEI and HR consulting. Effective presentation transcends the mere conveying of information; it involves storytelling that engages and motivates, making abstract concepts tangible and actionable. It's about crafting narratives that resonate on an emotional level, driving stakeholders to embrace change. Consultants must master the art of persuasive communication, utilizing visuals, narratives, and data to inspire action and illustrate the tangible benefits of DEI initiatives.

3. Communication: Crafting Clarity and Connection

I love this quote by Nat Turner: "Effective communication is the bridge between confusion and clarity." This underscores the critical role communication plays in DEI and HR consulting, where it manifests in two key forms:

• Written Communication must not only articulate ideas but also connect emotionally with the client, ensuring the consultant's insights and recommendations are both understood and felt. This level of communication fosters a deeper engagement with the client, encouraging them to see the consultant not just as an expert but as a partner in their DEI journey.
• Oral Communication becomes a conduit for establishing a rapport that goes beyond mere transactions to build lasting relationships. It's about transforming every conversation into an opportunity for growth, understanding, and mutual respect.

4. Observation: The Insightful Lens

Observation skills are critical for consultants to understand the nuanced dynamics of the organizations they assist. It involves more than seeing; it's about interpreting the subtle cues and underlying tensions that might not be immediately apparent. This keen insight allows consultants to identify areas for improvement and to tailor their approaches effectively. An observant consultant can spot opportunities for impactful interventions and understand the unspoken challenges that may hinder an organization's progress toward inclusivity.

5. Problem-Solving: The Creative Process

DEI and HR consulting demands innovative problem-solving capabilities. Consultants are often faced with complex challenges that require creative and practical solutions. The ability to dissect a problem, identify its root causes, and develop effective strategies is essential. This process often involves thinking outside the box and proposing solutions that are both innovative and feasible, ensuring that the outcomes are sustainable and lead to meaningful change within the organization.

6. Analytical Skills: The Power of Data

In the words of W. Edwards Deming, "In God we trust, all others bring data." Analytical skills are indispensable in the consulting world, where data-driven insights form the backbone of strategic recommendations. Consultants must adeptly navigate through quantitative and qualitative data, extracting pertinent information that informs their strategies. This ability to interpret data not only supports the development of targeted interventions but also helps in measuring the impact of DEI initiatives, demonstrating their value to stakeholders.

7. Adaptability: The Agile Mindset

The consulting landscape is ever-evolving, with new challenges and opportunities emerging continuously. Adaptability and flexibility are therefore crucial attributes for consultants. They must be prepared to pivot their strategies in response to changing dynamics within client organizations or shifts in the broader societal context. This agility enables consultants to maintain relevance and effectiveness, ensuring that their interventions are aligned with current needs and goals.

8. Business Acumen: Understanding the Narrative

A deep understanding of business principles is key for DEI and HR consultants. They need to comprehend how DEI initiatives align with and drive the organization's broader strategic objectives. This understanding enhances the consultant's ability to communicate the value of DEI efforts in terms that resonate with business leaders, facilitating buy-in and support for initiatives. Business acumen also empowers consultants to navigate the operational and financial aspects of their consultancy, ensuring sustainability and growth.

9. Marketing: Crafting Your Message

Effective marketing is essential for DEI and HR consultants to articulate their value proposition and reach their target audience. Philip Kotler, a renowned marketing expert, once said, "Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value." This highlights the importance of developing a marketing strategy that communicates the unique benefits and outcomes of your consultancy services. By understanding your audience's needs and preferences, you can tailor your messaging to resonate with them, ensuring that your consultancy stands out in a competitive market.

10. Branding: Building Your Consultancy’s Identity

Branding goes beyond logos and taglines; it's about crafting a unique identity that embodies the values and mission of your DEI and HR consultancy. Jeff Bezos famously remarked, "Your brand is what people say about you when you're not in the room." This underscores the importance of building a strong brand that reflects your consultancy's commitment to deep professionalism in addition to diversity, equity, and inclusion. A strong brand not only attracts clients but also builds trust and credibility, positioning your consultancy as a leader in the DEI and HR space.

11. Networking: Building Relationships

Successful consulting is as much about knowledge and skill as it is about the relationships built along the way. Networking is essential not just for business development but for fostering a community of practice that enriches the consultant’s work. Through networking, consultants gain insights into emerging trends, share best practices, and collaborate on projects. These relationships can provide support, introduce new opportunities, and enhance the consultant's ability to deliver comprehensive and informed DEI solutions.

12. Leadership: Inspiring Change

Leadership in the context of DEI and HR consulting involves guiding organizations through transformational change. Consultants must embody the change they wish to see, inspiring and motivating clients to embrace DEI initiatives. This leadership extends beyond project management; it's about setting a vision, building consensus, and driving the organizational culture towards inclusivity and equity. Effective leaders in consulting demonstrate empathy, strategic thinking, and the ability to navigate resistance, embodying the principles of DEI in their approach and interactions.

Conclusion

Reflecting on the transformative journey of the DEI consultant I had the privilege to coach serves as a poignant illustration of the critical interplay between DEI expertise and foundational business skills. Initially, this consultant struggled, unable to understand why their profound knowledge of DEI principles wasn't translating into successful client engagements. Their frustration stemmed from a focus on showcasing their DEI brilliance without recognizing the importance of aligning this expertise with essential business practices such as marketing, branding, and effective communication. This oversight not only hindered their ability to connect with clients but also limited their consultancy's growth potential.

Through dedicated coaching, we addressed these gaps, emphasizing the need for a balanced approach that married deep DEI insight with robust business acumen. By cultivating skills beyond DEI knowledge—embracing emotional intelligence, honing presentation abilities, mastering marketing strategies, and building a compelling brand identity—the consultant transformed their practice. Today, they helm a thriving six-figure DEI consultancy, a testament to the power of integrating DEI expertise with critical business skills. Their success story underscores a fundamental truth for all aspiring and current DEI consultants: Mastery in DEI is indispensable, but without the support of essential business skills, achieving meaningful impact and sustainability in the consultancy field remains elusive. As we navigate our consultancy endeavors, let us remember the dual imperative of deepening our DEI knowledge while simultaneously cultivating the business acumen necessary to truly thrive.

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