It’s natural

Understand that it is normal to want to make things complex.

To want to add just one more feature. To want to make a clause for that particular case. To want to split the price to make it more flexible. To want to tell exactly how it works. To want to cover all the needs of all possible audiences. To want to factor in all the preferences of all possible stakeholders.

Understand that it is normal to want all of this.

And understand also that customers want simple. You yourself want simple when you are the customer.

Complexity is natural. It is also not what is going to make your business grow.

Motivational Interviewing for Leadership

We are ambivalent about change. We both want it and resist it.

Leaders have to deal with this reality on a daily basis. And traditionally, the way they go about change is via imposition: if things do not change (the way they say), negative consequences will follow.

The harsh reality is that if you impose change, the moment the threat ceases to exist is the moment when behavior goes back to what it was.

[…] ideas provided by others or an exterior source led to increased activity in some areas of the brain but not in those areas that encourage action. In contrast, when the ideas came from within the individual considering change or were self- generated, the part of the brain that influences change became more active.

Wilcox, Kersh, and Jenkins citing Ewing et al., 2014

Change works, instead, when it starts within the people who are asked to change. Leaders have a responsibility to leverage that part that wants change and minimize that part that resists it.

That’s what motivational interviewing is about.

Motivational interviewing has four key principles:

  1. Partnership – recognizing that each member of the team brings expertise and specific valuable elements to the table.
  2. Acceptance – acknowledging that everyone is perfectly capable of finding solutions that make perfect sense to them.
  3. Compassion – putting other people’s interests in front of ours.
  4. Evocation – understanding that whatever solution others find will make them feel a lot better than an imposed solution ever could.

Leaders who can use motivational interviewing effectively have the capacity to elicit change talk rather than sustain talk.

They ask open-ended questions.

Where are you with the project? instead of Have you finished the project?

What do you think about the training? instead of Do you have thoughts about the training?

What do you make of this information? instead of Are you finding this information useful?

They use affirmation to acknowledge the other person’s strengths, values, intentions, success.

They do not say You did not complete the project.

They do not say I like that you completed a part of the project.

They say You gave it your all!

They use both simple (repetition) and complex (interpretation of feelings and underlying meaning) reflection.

When they hear We just need more staff. All of our problems revolve around that one issue. Staffing!

They might play it back saying You feel it’s such a simple issue, and you’re frustrated that we haven’t done more to address it.

They use summaries to show they are truly listening and to guide the conversation further.

Very similarly to coaching, motivational interviewing is a dance between engaging (establishing a connection), focusing (determining the direction for the conversation), eliciting (change talk), and planning (what to do next).

While you and those you lead are seeking a shared mission, or the “WHAT” in your goals, your role as their leader is to assist them in finding their own “WHY” for following through with behaviors that support those goals. By understanding their agendas or reasons for engaging in a particular behavior, their “WHY,” you can work collaboratively to develop a “HOW” or plan for following through with the identified goals.

Wilcox, Kersh, and Jenkins

One and many

You have one single product and multiple ways to tell about it.

That does not mean that you have to tell a different story every time you talk to a different audience. It means that you need to be sensible enough to adapt your story to match the language and the background of the audiences you care about (i.e., that make you money).

The drill goes like this.

  1. Work on your story.
  2. Identify your audience.
  3. Research your audience.
  4. Translate your story in a language that your audience can understand (without changing it).

You can’t have 2, 3, and 4 if you have not started with 1. And at the same time, you can’t pretend 1 to be effective if you are not following up with 2, 3, and 4.

When you get to 4, that’s the time to be consistent, over a period of time, to see if you have worked, identified, and researched well.

It’s a tough job. It is long-term.

All of that

Product marketing can be many things.

It can be a way to communicate new products and features.

It can be a way to gather insights on markets and customers.

It can be a way to produce material that helps sales selling.

It can be a way to decide what the product is about and how it should be expressed.

It can be a way to strategize how to launch a product or a feature.

It can be a way to create content for marketing campaigns.

Product marketing can be many things. And the best product marketing is all of that at the same time.

Do it for yourself

In the parenting journey, there comes a time when you realize you have to give your kids control. It happens quite early, to be honest. It’s when they start to go out play with other kids by themselves, without adult’s supervision.

You have to start give them control, even gradually. And be there to help them handle the consequences of the choices they make. Sure, you do that because you want them to grow as independent, resilient human beings. But you do that also for a very egoistic reason: you simply do not have the energy and time to deal with all the questions they have, to asses all the situations they come to you with, to fix all the problems they face.

In the leadership journey, you will find something similar. If you feel overwhelmed, if you find yourself wondering whether your team can do anything without your input, if you want everything under your own supervision. It’s time to give away control.

If not for your team, do it for yourself.

The benefit will be immediate.