The Geek Gap
Bridging the Business & Technology Divide
Bill Pfleging and Minda Zetlin have what they call a “mixed marriage.” With his established background in computer technology and as a Web consultant, he calls himself a “geek.” Minda, on the other hand, has 20 years’ experience writing about business, management and workplace issues and says she is a “suit.” They are the co-authors of The Geek Gap: Why Business and Technology Professionals Don't Understand Each Other and Why They Need Each Other to Survive (Prometheus Books, 2006).
A manufacturing firm's top management decided the company could increase efficiency and save money if it switched its equipment maintenance monitoring from a manual process to an automated one. So a team of the company’s best technology experts was assigned the task of reviewing the software available for this important task, and select the one that would be best.
The IT team spent 18 months evaluating software from several different providers, testing them for dependability and working with the software companies’ support staff. When they were confident they'd found the best option, they began preparing a presentation for top management.
That's when they got a surprise. The team’s firm announced it had merged with another manufacturing company—a company that also provided software for monitoring maintenance! The technology team had, in fact, already reviewed and rejected the merged company’s software product; but the merger meant the company would now have free access to the new company’s software. Management therefore decreed it was the maintenance software the company would use. No one had informed the technologists about these merger negotiations during their year and a half of research.
Unfortunately, the other company's software just wasn't up to the job. It was hard to use and could be confusing. Worse, technical support was lacking; during their evaluation, the team sometimes waited days for answers to their questions. The technologists tried to explain these concerns to the business managers, but could never seem to get their point across.
The team knew the company couldn't afford to take chances with maintenance because workers could be hurt if equipment wasn’t properly serviced. They tried for several months to get the second-best software working well enough to depend on, but in the end, they had to scrap the whole idea and go back to manual maintenance.
The company had paid the technology team for more than a year of work that wound up being wasted. The team members were deeply resentful, and within three months all had left for other employers. This left the manufacturer with the further expense of hiring and training replacements. The technologists blamed the company’s business management for everything that went wrong, while the managers blamed the technology team.
But the real culprit was what we call the Geek Gap—the communications breakdown and culture clash between business people (or “suits”) and technology people (“geeks”) that plague virtually all organizations. Like the one described above, most failed projects can be traced to the Geek Gap. According to research by the Standish Group, failed projects (defined as those that are never completed, are severely over budget or deadline or fail to meet expectations) cost American businesses more than $68 billion a year. Indeed more than half of all IT projects in the U.S. are failures by these criteria.
HR can dramatically improve these odds by helping geeks and suits better understand each other - and bridging the Geek Gap.
Problem solvers v. people influencers
To begin with, it helps to understand a fundamental difference in how geeks and suits approach their jobs. For technologists, the core skill is solving problems. They look at a piece of code that isn't doing what it's supposed to, figure out why not, and find a way to make it work. For most suits, the most important skill is influencing people. Much of their success depends on their ability to sell products to customers, ideas or concepts to their bosses, and getting their teammates and those who report to them enthusiastic about the approach they've chosen or the goals they've set.
This basic difference influences everything from the way geeks and suits dress, the words they use, and even their career aspirations and it’s important for HR professionals to be aware of them. For instance, business-focused employees may strive to look their best in proper business attire, while geeks often think the effort spent choosing the right clothes could be better spent on getting a network connected. Likewise technologists often scoff at, say, changing the word “problem” to “challenge,” while their business colleagues might consider such language an effective way to help their teammates focus on the positive.
How HR can help
We've identified three key elements of the Geek Gap: Geeks and suits don't communicate effectively; they tend not to trust each other; and they often have little respect for each others’ abilities or the complexities of each others’ jobs. Of these three problems, the last one—lack of mutual respect—is the most destructive and the most important to address. Suits complain that geeks don’t stick to deadlines, and usually don’t realize that because most technology projects proceed by trial and error, setting precise deadlines may be unrealistic. Technology people, on the other hand, may believe it takes little specialized knowledge to run a successful business - all you need to do is offer a good product at a fair price, thus failing to realize that skills such as marketing and financial planning are vital to their employers’ survival.
Anything you can do to get geeks and suits talking to each other, and especially learning about each others' jobs, will help your organization overcome the Geek Gap and can have dramatic results on productivity. With that in mind, we've assembled 10 tips–five things HR can do, and five things to avoid—to bridge the gap between geeks and suits in any organization.
What to do
1. Get geeks and suits on the same project.
Cross-functional project teams have gained popularity, and deservedly so. Putting geeks and suits together on the same team, tackling the same problem, is a recipe for getting them talking and understanding each other’s priorities. Business people should remain involved during the entire process, not just at the very beginning to tell the technology folks what they want, and at the end when the process is completed. There will be business decisions to be made along the way and business management needs to be on the team.
IT people often lament, “Just tell me exactly what you want, and I’ll build it.” But they too need to be involved in figuring out what a project should do, because they may be able to contribute ideas about features and functionality that the business people may not have considered.
2. Or bring them together to do something else.
Don't have a suitable project in the works for the cross-functional team treatment? Some companies have had success bringing geeks and suits together on ancillary committees, such as a group to plan social events or community work. Anything that brings people from opposite sides of the business/technology divide together, and gets them working on a shared goal, will help to bridge the Geek Gap.
3. Have them work in each other's areas.
Both geeks and suits can learn a lot—and boost their careers—if they have the opportunity to work in each other's areas for a while. This can be tricky, especially in smaller organizations, but if your company is large enough to allow for moving jobs back and forth, getting a geek working in a non-technical area, such as marketing, can expose that person to the complexity of getting a product or service to customers. Putting business managers to work in a technological department can be more of a challenge, but if they can handle a supervisory position for a few months, they’ll return to their previous post much more able to effectively manage technology.
4. Encourage suits to study technology and geeks to study business.
Education, of course, is a boon to nearly every career. And it can be especially helpful in bridging the Geek Gap to have your IT managers take some basic business courses so that they understand the general concepts that underlie management decisions. And vice versa: suits who take computer courses gain a greater understanding of how technology works, and what it can and can’t do. Even a beginning programming course can give them a sense of what their techie colleagues are doing every day.
5. Have them teach each other.
One of the most fun - and least expensive - ways to make sure geeks learn about business and suits learn about technology is to encourage them to teach each other. At one company we know, there are monthly brown-bag lunch meetings, and at each, one employee gives a presentation on a specific topic where he or she is expert. Sometimes it's an industry topic, and the meeting is led by one of its business-focused employees. Sometimes the meeting discusses a new technological advance, and is led by one of the company's geeks. In each case, the speakers sharpen their presentation skills, and learn about how best to communicate with their counterparts.
What not to do
1. Don't turn technologists' colleagues into “customers.”
There's a move afoot in many companies to foster what management thinks of as healthy competition among departments. And some are taking this a step further by turning their technology departments into a business-within-a-business—charging internal “customers” for services and hardware.
Though it may solve the ongoing concern that the benefits of adopting new technology do not always justify the expense, it comes with a cost because it forces geeks and suits to treat each other like outsiders in their own organizations. What’s more, it discourages IT leaders from being involved in the organization’s overall strategic planning. If your company does choose a business-within-a-business model for its technology department, it is even more important to find ways to bring geeks and suits together to foster communication and trust (see above).
2. Don't segregate technologists.
In many companies, technology people are given their own work area, particularly since their dress codes and work hours may be different from those in the rest of the organization. Again, this can be tempting, but you're losing an opportunity to bring geeks and suits together by the simple proximity of their work spaces. If technologists are just down the hall, it may come naturally to their business colleagues to wander by and “bounce an idea” off them.
3. Don't hide geeks from customers.
Do your company's engineers or other technical expert go along with your sales reps when they call on customers? If their work is an important aspect of whatever your company sells, they should.
Many organizations deliberately keep their geeks out of the limelight because they seem, well, geeky, and because (not being considered people influencers) they might be inept at saying or doing the right things to show your product in its best light. This may appear to be a drawback, yet the benefits of having your customers ask questions and voice concerns directly to the people who created the technology they’re using is worth it. Your engineers will also learn which issues are most important to your customers, and may help them come up with new ideas for added services and benefits to make your product even better.
4. Don't have a single liaison between business and technology areas.
Many companies designate one employee as a liaison between their technology department and other business areas. Sometimes the title for this job is business analyst—usually a well-rounded generalist who has a good grasp of your organization’s business issues, but also has a solid understanding of its technology. Most importantly, it's someone who can talk to both suits and geeks in their own terms.
Having a liaison is great, but where some companies get into trouble is by taking what seems like the next logical step and making this person the only conduit for information to and from the technology department. First of all, you're likely to wind up with a bottleneck if every communication has to wait for the liaison to be available. And, as a wise technology leader once told us, “Two hands with fingers intertwined is a much stronger structure than two pyramids with only one point of contact.” You're better off having as much interaction and dialogue between geeks and suits throughout all departments and at all levels.
5. Let geeks in on the overall financial picture.
In the absence of information, geeks tend to assume that their employers are making a huge profit and have plenty of money to spend. One of the quickest ways to cure them of this illusion is to provide as much detail as you can about revenues, expenses and how much things cost.
Likewise, sharing your company's goals, projections and long-term outlook with technology people will help them understand your strategy. Most technologists define themselves more by what they do rather than where they work—“I’m a database analyst,” rather than “I work in a hospital.” Keeping them away from inside information about the company’s finances, or deals that may be in the works, only encourages this tendency.
The more information you share with them, the more you’ll gain the benefit of their insight as to how technology will fit into your long-term strategy. And, more importantly, they’ll stop thinking of themselves as hired guns who know code, and start thinking of themselves as full-fledged members of your organization. |