Business Translation & Keeping it Real

deep-listening

This is inspired by a recent conversation with Carol Read, who is doing some extraordinary, breakthough transformation and innovation stuff in the Horizons Team, within NHS England’s Sustainable Improvement Team. I met her through connections with SeaSalt Learning & I think we have started a conversation that could last for many years…. And as we talked, I was reminiscing….

Back in the day when I was an in-house Change Consultant, working with the slightly alchemical purpose of “changing the culture” at the Postal Authority in Jersey, I had an “ah-ha!” moment.

I’d been invited to present to the Board – what has happened, what we are planning to do next, budget stuff (something along the lines of: can you find us some money to do up the staff canteen to show we mean we are going to change and improve the whole business, inside and out? I’m recommending we don’t go down “fur coat no knickers” change route…etc)

I had the standard 10–15 minutes slot, which inevitably rolled over as questions needed to be asked and answered. Part of the Board’s interest was the future, unsurprisingly. In our world, at the time, one of the best ways we could stay competitive was to innovate. We were a small Postal Service, which meant we were, potentially, more agile and able to trial stuff across the operation than larger set-ups in, say, the UK or Germany.

One way we could innovate was to be a test-bed for new delivery methods or tracking tech; we could look at new ways to produce “direct mail” (you may call it Junk mail. 10 years on and I still feel I have committed a sin calling it Junk Mail); we could look at pick-and-pack fulfilment as an income stream (Amazon was in its infancy – we were looking to learn from their model). All these future possibilities…

And I remember going back to my desk, slightly fuzzy-headed with the whirl of future-promises & tech and experiments…. And looking at the list of stuff I knew we needed to get done now. The canteen upgrade suddenly seemed very….unsexy…. but still deeply necessary… and I found it hard to reconcile.

The Board that day were all future and commerce and budgets and business opportunities (as it should be) and I knew this stuff wouldn’t mean a hill of beans to the day-to-day experience of a Postie or a member of the Counter staff until it arrived (typically in bubble-wrap, with a training course & a lot of head scratching) in front of them.

Not because they were daft, or didn’t have ambition or vision. Not because they were lazy or backward or didn’t care about the job – far from it. They were so focussed on doing the job – getting the mail out getting customers served – that what was important was there here-and-now. That was what was real.The lived experience of the place being too hot or cold. The inconvenience of parking. The canteen ruled with an iron fist by the cook who was resolute about the food offerings available.. with chips….

And so my epiphany was this: the need to Translate.

I had (I believed for a while) invented a notion: Business Translation. I saw the language of the Board – all broad brush & future tech & strategy & hypothetical circumstance vs the language of the Operation – specific & tactical, and day-to-day tangible. Separate languages – or perhaps it was just different patois – but the Change work seemed to be about bringing those two closer together. Working closely to articulate and decode “that future stuff” so we could make the here & now actions more purposeful and (dare I say it) aligned.

It all seemed so simple. Just translate stuff.
Mostly, this thought took the team to good places. At the core of our Change methods was: how do we explain this is in different languages? The way it showed up varied. We paid more attention to our internal comms, we cut back on some actions that seemed overly grounded in future flim-flam or in the compromises that come with “this is how we do it round here”. Sometimes it worked. Sometimes it burned.

Looking back, much of what we did was “push” and direct and broadcast. If I were to have my time again there, I’d have done a lot more of the pull/listen/adapt the big ideas stuff. I’d still have the fights with marketing about too-tight constraints on internal branding, but I’d probably be a little less strident in my confrontation… I’d listen more.

At the core of the change work, I still believe it’s about translation. Creating better conversations, spaces to think together, action that is communicable… that stuff. Too high falutin’ and it’s ethereal & wispy. Too grounded and it is ludding and static.

I’m grateful to Carol for the conversation – about the dreamy innovative cool stuff & the need to work closely with the here and now to deliver it.

2 thoughts on “Business Translation & Keeping it Real

  1. I agree Julie. Translation is key. Board peeps speak Board-speak (read: strategy) Senior managers need to understand this and translate it into actionable business plans and communicate this to middle managers and supervisors. Who in turn needs to understand those action plans and translate them into actions for the worker-peeps. The process flows the other way too. And that’s why Bostd-peeps get fed up of BMWs (bitching, morning and whingeing) about ‘tea and toilets’. The issue hasn’t been sufficiently translated into Board-speak. Thankfully in your example the tea and toilets issue (ie the canteen) was understood at the Board.

    Great post BTW

    Jez

    • laughing…. I’m thinking of Boards being all #firstworldproblems
      if we removed their tea & toilet – watch the BMW’s fly.. in more ways than one. 🙂

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