IBM Watson

Alvaro Soto, Sr Design Manager IBM Watson

IBM Design

Communication for the new design leader

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Hello, I am Alvaro Soto Sr Design Manager, Watson Conversation. I started more than 3 years ago at IBM Design.— It did not look anything like this floor.

I have helped IBM envision and launch more than 3 products in 3 years. — and to do that good communication skills are essential.

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Good communication and leadership do not form a syllogism*, but leaders who master the art of effective communication achieve higher goals just by shear power of scale when they convince others to mobilize to achieve common goals.

Syllogism: IBM Designers advocate for the user; One Hammonds is an IBM Designer; therefore Oen advocates for the user.

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ethos pathos logos

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Ethos is essentially the designer’s credibility: It is their ability to convince others that she or he is the best possible person to propose such idea.

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Work to become an authority. Easier said that done, but good designers hone their skills and knowledge on specific methods and topics while maintaining a broad spectrum of secondary skills.

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Show your chops. For most of us talking about our strengths is not the most natural thing to do. However, if you don’t publicize your strengths your Ethos becomes weak and your ability to communicate suffers.

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Be sharp. The image you portray through the quality of presentations, tone of voice, choice of words and even speech cadence can move the needle from rejection to support.

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Pathos is the emotional connection: The designer’s ability to convince others that the idea should matter to them, personally.

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Tell a story. The key is to deliver messages in ways that people can understand and help them create a connection by empathizing with the problem and those who experience the problem.

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Help your audience commit. There are many other ways to bring your audience to a point of commitment. Once the message is communicated and decision makers have committed to your idea, make sure the decision is in writing and, in the best circumstances, made in public.

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Logos is the effective transmission of the message: the designer’s ability to deliver a story that others can understand.

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Tailor your message. Many smart designers spend too much time on the content of a presentation or speech and not on they way in which is delivered. Designers can vastly improve the acceptance of their message by tailoring arguments to the style of those who will make the ultimate decision.

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Be authentic. Some designers confuse authenticity with being “different” or “esoteric” but to be authentic means we must access the most vulnerable side of our personality to be able to connect with the messages we are delivering.

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1. Have broad interests but hone your skills. Strive to become an authority.

2. Let others know what you are good at and what you have done.

3. Practice public presentations and even small meetings.

4. Adapt the way you speak and tell stories according to the audience.

5. Be unflappable, never get defensive or retaliate.

6. Storytelling is a must have skill for any design lead. No excuses.

7. Enable public documentation of important decisions.

8. Tailor your message to the ultimate decision maker. Not everyone makes decisions or understands content the same way.

9. Be Authentic. People understand stories and concepts that are authentically told. That feel real.

10. Be likable and aware of your emotional intent. People are good at reading other people.

#tipsforpros

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Thank you!

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This story is published on Medium: http://bit.ly/2cm7Dx5 everywhere: @ahhhlvaro