We are in an age of noise and ceaseless distractions. Everyone feels bombarded, overwhelmed.
Yet we know we have to keep up with the times — to keep contributing to the conversations and making headway with those who can relate to our stories, ethos, values and message. Thought leaders are constantly encouraged to publish more, post more and share more. I encourage this, and there is absolutely nothing wrong with it; the challenge, however, is that not everyone’s message is clear, honest or authentic.
The Age of Noise and the Crisis of Understanding
The problem is not how saturated the content space is, because you and I know that we still keep clicking through, reading, watching, liking and responding to content every day. It must mean, then, that if we can connect to an idea, a thought or a message, we will. By extension, if people can connect to your story, idea, thought or message, they will.
Our job, then, is to focus on creating value-driven content and to adopt the fine but age-old art of storytelling — framing what we share in personable prose that inspires and motivates action. In essence, the answer lies in getting back to the fundamentals of human storytelling. I have come to learn and believe that the framework for meaningful content that cuts through the noise is to build with understanding.
Years ago, in 2008, I contributed a piece of poetry to an anthology to raise money for charity. It was titled “The Craft of Understanding”. I was reading it again recently, and ever since, a line from that piece has been playing in my mind: “Candidly, I must say this craft is a discipline.” By discipline, the definition in this context is “to train oneself to do something in a controlled and habitual way”.
I started writing poetry when I was very young. I found it easier to process my thoughts and feelings by writing what I termed “pieces”. These pieces were an abstract form of journaling for me, though I didn’t call it that back then. I haven’t stopped writing my pieces, which over time have evolved into almost every form of writing. I write poetry, short fiction, full-length fiction and non-fiction, as well as technical research, essays, white papers and scripts. I believe my avid reading and persistent writing, which started very early in my childhood, have shaped my capacity and capability to wield words. A discipline!
I understand why I do what I do. If we are to lead in our areas of specialisation, experience or passion, we must take this posture of building with Understanding. The Craft of Understanding is what will continue to distinguish true thought leaders from every other voice. The posture that must frame what we bring to the table, or give to the world, is Understanding. We are more capable and confident when we share the things we understand or have a grasp of. It is the way we cut through the noise, the overload, the chaos.
What It Really Means to Understand
Understanding is cognitive: grasping the logic, structure and implications of an idea or concept. Understanding is emotional: perceiving underlying fears, feelings and motivations. Understanding is contextual: comprehending the environment, the pressures and the constraints of an idea, situation or belief. And Understanding is relational: examining how people connect, communicate and interpret.
When we think of understanding a subject matter — having a grasp of how our audiences relate to the ideas and frameworks that underpin things — we must not assume we know what they know or what they want. We need to understand the experiences they are having, how they arrived there and what it means for them. There is a difference between interpreting data insights and really knowing your audience and their stories.
There’s a subtle paradox in thought leadership: the more expertise a thought leader attains, the larger the disconnect. Expertise creates a tendency to make assumptions, which creates blind spots, which can usher in misalignment with your audience.
Barriers to Crafting Understanding
Internal barriers
We all have ideologies, beliefs and prejudices that can hinder or taint how we receive new information. We all have value systems that become the lenses through which we see the world or experience our lives and relationships. It is rare, especially in our busyness, that we pause to reflect on our “whys”. By whys, I mean: why do we do what we do, say what we say, believe what we believe?
To craft understanding as thought leaders, we have to interrupt ourselves long enough, from time to time, to really hear what’s going on within and without.
Expertise bias
I try not to be guilty of this — assuming I already know. I am a keen learner and observer. I still ask questions, even about what I may already know and understand, sometimes at the risk of looking like the newbie in the room. To stay teachable, we have to stay grounded, humble and unbothered by how people may regard us.
As people of influence, we sometimes assume we already know a thing. We presume the direction of travel of a thought being relayed to us. Being presumptuous is sometimes the very thing that makes us look like the least knowledgeable person in the room. Understanding teaches us to pause — and really understand.
Speed and urgency
We all feel quite hurried these days. Sometimes others are hurrying us; sometimes we are hurrying ourselves. It may be the fear of being left behind or missing out. It could be that we want to be first to market, first to launch a product or an idea. Whatever may be at the root of our urgency, we must stay accountable — accountable to gaining an understanding of the range and ramifications of our position. This means becoming intentional about knowing the needs of those whom we have the privilege of speaking to. This approach ensures we remain credible and true to our core message.
Ego and identity
This is usually a more personal and individual one: knowing oneself.
The expectation is that with time and experience we become more malleable, flexible and open to critique and feedback. But at some point you figure out that we are all still figuring out something or other.
Then there is the matter of fear — be it fear of rejection, of the opinions of others, or even of criticism. Fear can paralyse us or make us defensive. These are the extremes to be wary of, to avoid. To craft a culture of Understanding, and to hold the trust of those who choose to learn from us, we have to stay open and unafraid.
Emotional defensiveness
Sore spots, trauma, and memories of awkward and sour experiences can trigger responses in us that we don’t always understand. Unaddressed trauma can lead to lingering insecurities. If we feel defensive or get emotional over even rational matters, it might be an indicator that we have sore spots to treat.
If we are too bolstered or riled up, we can’t really hear, listen or understand where others are coming from, what they have been through or what their struggles are — because we are too tuned in to our defensiveness to even notice, much less understand.
External barriers: the noise of constant content
This is an obvious one. We are faced with a barrage of content and information, from the news to social media and all the ads. I find these so overwhelming that sometimes I stop and tune out — for my own soul wellness, as well as to protect my heart, my vision and my focus.
I find the overload tends to make us overcomplicate simple things and keeps us from embracing the simplicity of common understanding. To lead others with thought, we can’t afford to be easily swayed. It’s a hard one to do, but it is non-negotiable.
I say: determine what comes in by setting some discipline around what you let speak to or direct you. And, as I teach my kids, think before you speak, so that you are always adding value when you do, rather than being in the pack that’s amplifying the noise.
Our content doesn’t need to be performative. As a writer, it makes sense to me to share only when you have something to share that you believe — and not to yield to the pressure to share and post just because. Keep it simple; add value.
Take the feedback. Not all of it will be true, not all of it will be pretty, but if you remain open and honest, you will learn, you will grow, and you will master the Craft of Understanding.
The Art of Crafting Understanding
Four key practices to mastering the art:
- Listening (to the said, the unsaid, the implied, the avoided and the emotionally charged). Listen to hear! That’s the standard prerequisite for crafting a culture of understanding people, purpose and plans. Understanding is key to well-structured communication.
- Reflection. What you do with what you hear is just as important as hearing itself. Learning to sit with things long enough to process, glean and draw meaningful, accurate conclusions is an art form — and it can be learned.
- Interpretation. When reflection is done right, the right interpretation can be drawn. This may involve asking questions that unpack what may have been left unsaid.
- Translation. What we translate is not limited to language — although the use of language is crucial. What we translate will inform the channels, the platform, the format, the scope and the depth of the solution, response, service or answer we ought to give as we express our thought leadership.
Crafting understanding is an art form that calls for being deliberate, clear, directed, intentional and salient. I hope this piece supports you in your quest not only to gain understanding, but to distil it as well.