Many of the leaders I work with start their careers in technical fields like medicine, computer science, engineering, and accounting. Nearly every one of them faces the reality in our work together that their technical knowledge is not enough. Those who are successful grow through that realization. Those who cling to the notion that their technical knowledge is enough see their careers stagnate and sometimes even decline.
I was working with a doctor recently who had built a successful practice, but she felt like she was stagnating and noticed she was struggling to get ahead. She hadn’t increased her fees in a few years. She was getting a lot of calls from bargain hunters comparing the price of her services with her competitors. She was worried about protecting the clients she had at all costs.
I helped her to see that her future success would be built on the value that she could provide to her patients. Value is a function of 1) relationships (first) and technical knowledge (second). She was so focused on providing the right technical advice that she had a blind spot in how she interacted with her clients, which was undermining the trust she built with them and the outcomes she could help them achieve. The good news was she cared a lot about her patients and wasn’t just trying to make a quick buck.
For example, she had a patient come into her clinic who was struggling with an unpleasant skin condition that had flared up while on vacation. The initial consultation showed some immediate improvements, but then the situation flared up even worse after the patient used some sunscreen despite the doctor’s recommendation.
Her initial instinct was to become annoyed with the patient and scold them for not following her advice. She used the techniques I coached her on and instead showed up curious. She showed empathy for her patient, the patient opened up, and they co-created an adjusted treatment plan. This built ownership with her patient and the condition was fixed within a few days.
The next time you’re focusing on “the right answer,” instead focus on building trust and the relationship. If you don’t, it doesn’t matter how right you are, you’re undermining your ability to help. When you do, you can help people achieve remarkable outcomes.