In today’s rapidly changing tech world, IT professionals need more than just technical expertise. They must clearly articulate the value of complex solutions to non-technical stakeholders. This involves a strategic shift from technical jargon to emphasizing real-world benefits and measurable business outcomes.
Our LinkedIn community recently shared their best tips and strategies on this topic. Take a look.
Understand the Human Element
Technology is ultimately about serving people.
“You must start with the humans that technology is serving,” says Rocky McGuire, a service desk and experience evangelist. “If you can't speak to how technology is impacting the human (and consequently the outcomes they help drive) then you are rowing up the Amazon, surrounded by 20 feet Crocs without a paddle.”
Great visual, Rocky.
This human-centric approach is echoed by Matt Beran, an IT industry analyst, who says, “The only way to realize value through technology is through the people. If they aren’t seeing the value themselves, listen more to communicate better.”
Build Relationships and Foster Collaboration
Terri Oropeza, an associate professor of computer and information systems, highlights the importance of building relationships with key groups within the organization.
“I’ve found success in identifying key groups — such as the department admins and tech groups within business groups (such as HR Information Systems),” Oropeza says. “Then, I create opportunities to meet with them regularly.”
This approach allows for ongoing dialogue and helps IT professionals stay attuned to the evolving needs of different departments.
Joseph Hufford, a senior manager of desktop support, agrees with Oropeza and adds, “Form a relationship with your customer so you can understand their viewpoint. Empathize with their experience and that will give you a framework to communicate with them effectively."
Focus on Outcomes and Impact
When communicating value, it’s essential to move beyond technical specifications and focus on tangible outcomes, says Doug Rabold, a consultant.
"Couch the value proposition in their language, not ours,” Rabold says. “Most stakeholders don’t care about technical specifications and features. What they really care about is how our solutions help them achieve business outcomes.”
Peter Lijnse, a leadership coach, encourages his peers to explore The Impact Business Model Canvas. This approach helps align technical initiatives with broader organizational goals.
Sanumon Valsalam, who works in IT governance, emphasizes the importance of demonstrating outcomes.
“When it comes to communicating value to any stakeholder, the most effective way is to show how the outcomes were achieved, without the customer having to bear the ownership of costs and risks,” Valsalam says.
Tailor the Message
Caitlin Price, an associate support analyst, highlights the importance of a clear value proposition. She keeps the acronym in mind when communicating with non-tech stakeholders: “WIIFM — What’s in it for me?”
“You need to be able to show and tell how people will benefit from your product or service,” Price says. “It starts with a solid value proposition. That might vary depending on your audience but demonstrating value and how they benefit is critical to the messaging.”
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