Switching Topics at Conference Presentations

My problem-solving letters seem to be very popular, so I'll continue this series whenever I have an interesting situation to discuss. Today, it starts with a letter from a writer colleague, let's call him Edgar.

Edgar's Letter
This weekend I'm presenting at a conference.

This morning I got a revamped schedule and suddenly I'm doing a break out session on "Coping with Foreign Withholding Taxes."

I'm in a bit of a panic because I've spent the last three months putting together a totally different presentation about "Working with Translators." Nothing like giving a presenter last minute notice. :}

Problem is, I have zero experience with foreign withholding taxes. I keep thinking I need to look into it, but have never had the time. If anyone has experience or thoughts that I could share at the conference I could really use some help.

Jerry's First Thoughts
This is an excellent example of a person offering a solution idea, rather than a problem statement. Edgar is asking for information on foreign taxes, presumably to help him cobble together a last-minute talk on the subject. In other words, he's already decided that he has to solve this problem by giving in to the organizers' totally unreasonable demands.

If he does that, his presentation will merely reveal him to be a fake, a pretender, not the real expert people at the conference would have a right to expect. In the long run, that's only going to tarnish Edgar's reputation as a professional, so I recommended a different approach altogether.

Jerry's Reply
Edgar, I sympathize with your predicament. In half a century of presenting at conferences, something similar has happened to me twice.

The first time, I didn't know how to handle it. I bungled around trying to wing it on the new topic. (I knew a bit about it, but probably not as much as some people in the audience, and in any case, I wasn't prepared.) I looked fake, and/or stupid, and news in our profession travels fast. Especially bad news.

Some years later, the same thing happened to me. This time, I knew what do do. I came to the session room a few minutes before the start time. As people arrived, I warned them that the announced topic had changed. But most people came just at the last minute, so they didn't hear my warning.

I gave them a few minutes to settle. Then I said, "The topic you see in your program is 'Coping with Foreign Withholding Taxes.' However, four months ago, when I agreed to do this session, I was told the topic was 'Working with Translators.' So, I have prepared on that topic for four months, but I haven't prepared at all for the Foreign Taxes topic. In fact, I know virtually nothing about that topic. So, if that's what you want to hear about, this isn't the place to hear it."

I went on to say, "If, however, some of you are interested in Working with Translators, stick around and I'll make my presentation."

Most of the people actually stuck around, and liked the presentation. If my topics had been like the two you mention, I might have said, "I assume you came here today because you're interested in doing business overseas. One way to help that happen is to handle the taxes wisely, but another way is to obtain good translations of your writing. After all, if you have no overseas business, you won't have any foreign taxes. So, this presentation could serve your purposes after all, especially since there are no other presentations on translations."

I may also have said (I don't remember, but I was younger and more impetuous then), "If you're unhappy about this last-minute switch, you might want to tell the conference organizers about your feelings. It won't help to tell me, as I had nothing to do with it."

References

I hope this story helps you a little. It's the best I have to offer.

If you'd like to learn more about my approach to solving problems such as this last-minute switch, you might want read one or more of my books, such as The Secrets of Consulting: A Guide to Giving and Getting Advice Successfully; More Secrets of Consulting: The Consultant's Tool Kit; and Are Your Lights On: How to know what the problem really is.

Links to each of my books can be found on my website: http://www.geraldmweinberg.com

If you enjoyed this little essay, please sign up to come back for more.

Thanks,

Jerry

Rumors of My Quitting Are Grossly Exaggerated

InfoQ's website ran an essay that said:

"Now he doesn't do that much in software anymore, he writes science fiction [and] he runs his AYE Conference, which is a human potential kind of conference."

I tried to reply, but their reply function crashed on me, so I'm putting my response here, to clear things up:

Gee fellas and gals,
Well, I was slowed down for a year while beating "incurable" cancer. bit how many of the rest of you have published even one book on software in the past two years? (I've done several.)

If that isn't "much," then how about my Problem-Solving Leadership Workshop (PSL), or my keynotes at software conferences? And AYE is principally for software folks, just like your website. Isn't your website "doing much"? (I think it is.

And, then there's consulting. Don't my clients think they're doing software?

Maybe my novels are confusing you (and others). They're entertaining stories, to be sure (at least I think so, but see for yourself). But they are full of s/w lessons--just another one of the ways I'm trying to get these lessons across. You know as well as I how hard that is. So, after 50 years, I decided to try something new--in ADDITION to my other activities--books, essays, blogs, workshops, conferences, consulting--AND responding to other people's blogs, like right now.

Thanks for listening. - Jerry Weinberg

Visit my website if you'd like to know more about what I've been doing.

Why Do You Charge So Much?

Randolph's Tough Question

Randolph is one of the sharpest technical consultants in my network. Until yesterday, I'd have bet a hundred bucks that no client could stump him with a question - but I'd have lost.

When Randolph called for a bit of meta-consulting, he was so nonplussed I had to spend three whole minutes in idle chitchat, which wasn't Randolph's usual no-nonsense style. Finally, I couldn't stand the suspense, and I asked, "What's the matter, Randolph?" (Nobody calls him "Randy" more than once. It's Randolph all the way.)

"Why do you charge so much?" He blurted so quickly I didn't believe I'd heard him.

"Say what?"

"Why do you charge so much? That's what he asked me!"

"Who asked you?"

"My client. The new one."

"So what did you tell him?"

Pause. Sigh. Longer Pause.

"Randolph? Are you still there?"

Pause. Finally a weak voice said, "I didn't know what to tell him. That's the problem."

I recognized the problem and tried to reassure him. "Randolph, you're not the first consultant who's been stumped by that question. And you won't be the last."

"But I've got to go back there tomorrow, and I don't have an answer. I need help."

Turning the Question Around

Well, yes, Randolph did need help, and perhaps you do, too. Do you hesitate and stammer when your client asks this dreaded question? Are you ashamed to explain to your employee friends who make one-third of your hourly rate? Do you feel guilty that you make so much more than your spouse, who works much harder than you? And how do you handle yourself when the IRS asks you the same question? Well, I'm your meta-consultant, and unlike your IRS agent, I'm really here to help you.

First of all, I'm going to advise you to meet this question head-on by turning it around. Instead of emphasizing how much you're getting, emphasize how much they're getting. Many clients are unclear as to just what they get in return for your fee. This is not surprising, as your fee covers a wide range of intangibles. That's why you need to break out the various components, which I've done in simple ABC format so you can remember next time you're put to the question:

A. Attention. I suspect my clients would be astonished to discover how much time I spend thinking about them and their problems when I'm not "at work." I might be hiking in the woods, or reading a magazine, or taking a shower, and a thought comes to me about something that will help my client. For example, I was driving back from Los Alamos last week and suddenly realized that I'd spent the whole distance from Jemez Springs to Corrales working out a transition plan for a client in Ohio. I could have been enjoying the enchanting scenery - and perhaps I was. But most of my conscious mind was in Cleveland, developing the plan. Supper had to wait until I had the details in my Mac.

And that's just conscious attention. I don't know about you, but I often dream about my clients' problems, often awakening in the middle of the night with solution ideas. This happens so frequently, I keep paper and pencil handy on my headboard, where I've mounted a high-intensity lamp that won't awaken Dani when I'm scribbling away at three in the morning.

B. Barring Competition. While working with one client, I won't work with a client who competes directly with them in the area I'm working. This exclusivity sometimes reduces my opportunities for paying work, but clients may take this service for granted if I don't point it out to them.

C. Celebrity. As my reputation has grown, I've noticed that my clients are quite willing to use it to sell their product or programs within or without the company. They may not be aware that this use of my reputation creates a risk for me. If they make a mess, some of the dirt rubs off on me.

Ah, I've now run through ABC, but there are more items in this alphabet.

D. Dexterity. My clients unconsciously expect me to be on call, not only for the planned activity, but also for unexpected emergency jobs, incidental questions, idle speculation, and all sorts of administrative work such as rescheduling at their convenience. Moreover, unlike their employees, I get neither sick days nor vacation days. When I say I'll be there- and sometimes when I haven't said - I'm there. Even when I'm not there, I've implicitly or explicitly restricted my other activities so I'll be able to respond to their needs in a reasonable time.

Moreover, although I don't get sick leave, and I don't participate in their health benefits, I'm often expected to work under pressure, at odd hours, in inaccessible locations - all the while operating at top efficiency.

E. Education. Speaking of top efficiency, my clients don't pay directly for all the education I bring to the job - not just my formal education, but, for example, the thousands of hours I spend reading in related fields. I figure that in a typical year, I read the equivalent of two books a week, perhaps more. Very few of their employees devote this kind of personal time to their own development. And, when they take a seminar or attend a conference, their employer pays for them - but not for me. (Well, sometimes they do, if it's directly related to their problem and nobody else's.)

F. Flexibility. My clients can release me in a minute if they no longer need my services. Even in these days of downsizing, they don't have this cheap kind of flexibility with their employees.

G. Gratuity. Although I may charge clients for out-of-pocket costs, such as transportation and hotel rooms, I don't charge for meals, supplies, reasonable phone calls, faxes, mailing, and so forth. All these gratuitous expenses save paperwork for my clients, and they're lumped in with my other overhead - my own office space, utility bills, computers, software, network services, professional services, and the like.

H. Honesty. The work I do for my clients can sometimes literally mean the life or death of a project or campaign. This is a grave responsibility, and I accept it fully and do whatever is necessary to give full value. And, unlike an employee, I offer my clients a money-back guarantee of satisfaction with my work.

I. In-house Labor. Nowadays, most consultants/contractors are paid by the hour, or sometimes the day or week. This method of payment tends to emphasize a single tangible component of what my client is getting - my face time toiling on their premises. If they look at me as simply another grunt, grinding away in their office, no wonder it's hard for my clients to understand why my apparent rate is larger than that of their typical employee. They're missing all the other letters of the alphabet.

ZZZZZ. Sleep. Of course, I do have to sleep once in a while - and, unlike some of their employees, I'm not charging them for this. Even when I dream about them.


So there you have it, my Abecedarian cheat sheet that will prevent both you and Randolph from ever again being stumped by a client's question.

Desert Island Reading List

Blogger Jon Jagger describes himself as a self employed software consultant-mentor-trainer-programmer etc specializing in agile software development (people and process), test driven development, deliberate practice, design, analysis, OO, UML, curly bracket languages (C#, C++, Java)

Jon recently published a list of 10 (+1) books he would like to have if marooned on a desert island. It's a fascinating list, and not only because it contains three of my books. You can read Jon's justification for each book at:

http://jonjagger.blogspot.com/2009/09/desert-island-books.html

But here they are. How many have you read?

* [1] Kevin Ashurst. (1977 Long out of print). World Class Match Fishing, Cassell, ISBN 0304-297291.

* [2] Phillip Pullman. (1995). The Northern Lights (The Golden Compass in USA, Knopf), Scholastic, ISBN 043995178X

* [3] Douglas Adams. (1979). The Hitch Hikers Guide to the Galaxy, Pan, ISBN 0330258648

* [4] Gerald Weinberg. (1985). The Secrets of Consulting, Dorset House, ISBN 0932633013

* [5] Gerald Weinberg. (1998). The Psychology of Computer Programming: Silver Anniversary Edition, Dorset House, ISBN 0932633420

* [6] Monty Python. (2001). The Life of Brian (screenplay), Metheun, ISBN 0413741303

* [7] Jon Bentley, (1989). Programming Pearls, Addison Wesley, ISBN 0201103311

* [8] Fred Brooks (1985 2nd edition). The Mythical Man Month, Addison Wesley, ISBN 0201835959

* [9] Peter Senge (2006 2nd edition). The Fifth Discipline, Random House, ISBN 1905211201

* [10] Gerald Weinberg (2001). Introduction to General Systems Thinking Silver anniversary edition, Dorset House, ISBN 0932633498

* [11] John Gall (2002 3rd edition). The Systems Bible: The Beginner's Guide to Systems Large and Small , General Systemantics Press, ISBN 0961825170

So, that's Jon's list. What would be on yours? Are any of Jon's choices books that you wouldn't care to have on your desert island?

p.s. Jon's going to be at AYE Conference in November, and so will I, in case you would like to discuss choosing books and other topics with us.

The Evolution of an Exercise

(Rhonda asks Jerry for a little consultation.)

RHONDA: I'm a little nervous about my "speech" at a conference in a couple of weeks and wanted to see if you have time for some feedback.

JERRY: First feedback: If you weren't nervous, then you'd give a boring speech, guaranteed. Breathe into your nervousness and it becomes excitement.

RHONDA: It's the first time I'm presenting representing my company, the virginal gig so to speak, and I'm unsure what to prepare to make best use of the limited time while not knowing how many participants are going to join my session.

JERRY: Don't worry about "using time." Design the session so that the most important things come first (or early). That way if you "run out of time," you've covered as much as you could have.

RHONDA: "Whatever happens, happens" has been my mantra for a while already, and most of the "what-if's" won't get my blood pressure up (at least not until the hour before I go up front). To be honest, I've thought about this session for so many weeks now and feel so close to it that I feel stuck, like I have blinders on, and can't see alternative options how else to execute it.

JERRY: Stop thinking about it.

Instead of thinking, start doing. Figure out a way to practice it on some friends. Invite some of those friends over for wine and cheese or beer and pretzels or something, then use them as a surrogate audience and listen to their feedback.

RHONDA: I'm advertised thus: Starting Your Own Business - Building the Life You Want. The purpose of this presentation is to share with the audience the journey the presenter followed from international student via international employee and trailing spouse to expat coach and owner of her own company.

JERRY: Rewrite this, if only for your own use. The purpose is not to "share experiences with them." That's a means of achieving the purpose, which is something like "helping the audience members to succeed in starting their own business." IOW, more about them; less about you.

RHONDA: Rhonda draws on over 10 years of personal expatriate experience that made her want to support others. The audience will hear tips and descriptions of how and where she got the necessary information to dot the i's and cross the t's en route to realizing her dream. She will also make time for and encourage the audience to share their experiences and brainstorm ideas to make sure everybody who wants to start a business will leave her presentation motivated and informed.

Objectives I have for the "speech" (assuming participants come to hear about how to start their own businesses - is that a mistake?

JERRY: It will reduce your audience, which could be good or bad. Who else would benefit from this session?

RHONDA: Should I assume anything at all?):

   a) clarify their vision / focus their goals

   b) raise awareness of hidden obstacles

   c) identify concrete action steps to get started

Writing a business plan answers all three objectives.

(I've compiled a handbook with information about expatriate work permits, business structure comparison, business owner character traits, and useful links and resources to cover more start-up info. The handbook will be available either as print-out or .pdf file in exchange for their email address after the presentation.)

JERRY: Emphasize the handbook. People like takeaways.

Also emphasize what Eisenhower said: "The plan is nothing; the planning is everything." Maybe you could have them step through your planning process with you, each one (or team) doing their own planning steps as you go along.

RHONDA: Here are some of the parameters:

   75 minutes

   Should expect between 20 and 50 participants

   Don't know exact number

   Can't put the whole start-up process in 75 minutes

JERRY: So do selected parts, most important first.

RHONDA: I won't spend 75 minutes lecturing

JERRY: You'd better not.

RHONDA: Session Outline

   (5-10 minutes intro/warm-up)

   Exploration: 10-15 minutes to explain benefits, structure, and reasoning for a business plan
   Introduce business plan segments (e.g. client and product profile, market profile, marketing strategy, organizational structure and finances)
   Set up exercise: If I have 20 participants, I'll use one new venture/market scenario. One group per segment. Each group reads background information I provide (or would it be easier if they make up their own venture and background?) and answer business plan questions. Time: ca. 5 minutes

JERRY: Definitely better if they use their own, and you do it incrementally. You don't need to do the overview up front. You want to get them doing things more quickly than that. As it is, you have more than 1/2 hour before they do anything.

For example, pick the part of planning that's most important and start with that. When you've done that, and everyone has done that and questions are answered, move to the next most important. Do as many as you can cover properly without rushing. Then, when you see that ten minutes are left, conclude with an overview of all the segments they need to do to have a plan, and tell them about the handbook--again.

RHONDA: If I have 50 participants, I'll use two or three new venture/market scenarios, e.g. dog-wash salon in Seattle, pizzeria in Paris, recruitment office in Barcelona?

JERRY: No, too much time explaining the scenarios, which do them no good. Doing their own scenarios saves this time and ensures real interest in the exercises. If someone doesn't have one of their own, have them pair with someone who has one of their own.

RHONDA: Discovery/Application:
   Participants write a business plan for their venture. Time: ca. 20 minutes.
   Debrief/Application: In whole group, write executive summary for each venture, taking most important bits from each segment on flip chart, (take a picture, send it to them afterward with a thank-you note). Time: ca. 30 minutes.

JERRY: You can do this with lessons they learned from each different
startup, which lets them see what different startups have in common, and
what are the exceptions.

RHONDA: Question: Is 30 minutes enough debrief-time for an exercise like this and group size of 50 people?

JERRY: No. At least five days would be required to do it properly. But, you don't have that, so do what you can. If you do this incrementally, you can extract lessons after each segment, then do as many segments as
develop naturally.

RHONDA: Am I trying to cram too much in in general?

JERRY: Yes.

RHONDA: Ideas for a possible shorter exercise that would make 50 people feel involved and stimulated?

JERRY: Basically the same exercise, but chopped up and presented incrementally.

JERRY: BTW, if you really have 50, best to have them work in teams of 3-5 people, each formed around one person who has a specific startup in mind. To do this, you have individuals write signs that say, "Dog- walking business," or "Real-estate for the rich and famous," or "Coffin upholsterer," or whatever they're actually thinking of starting. Those that have signs hold them up, and people attach themselves to the ones they're interested in to make teams.

Does this help?

RHONDA: Yes!

Why Choose One Conference Over Another?

In these days when money is short, lots of people cannot afford to participate all the conferences they might have attended last year. Money may be the first criterion for choosing conferences, but it's not the only one. I'm going to three conferences this year, each chosen by different characteristics. For me, money doesn't enter into it, so my reasons might be helpful for those who can afford to be in at least one conference, but are trying to choose. my first step in choosing a conference is to eliminate the majority of conferences by applying the following guides.

What Makes Conferences Less Attractive

I generally eliminate conferences that

- overschedule event with no time or place for spontaneous meetings

- overcrowd, usually to maximize profits, with just too many people, which encourages people to hang out only with their old pals

- lack adaptability so opportunities pass by without notice or care

- offer too much lecturing, not enough interaction, and insufficient experiential work--or none at all

- invite presenters of widely varied and untested skill and preparation

- do not name their presenters in advance, or give biographical information

- provide insufficient time and space for socializing, meeting new people

- allow little or no interaction with the presenters (In some conferences, presenters eat in a special area, intentionally separated from the participants. In others, presenters speak and run.

- schedule sales pitches instead of teaching presentations

- schedule canned pitches instead of original material

- offer too many plenary sessions, when participants have no choice of what to attend

Few conferences meet all my criteria, but I look for those conferences that do, like the three (below) that I am attending this year. I have long-ago reached a stage in my life where I cannot tolerate several days sitting in an uncomfortable chair listening to someone read bullet points from PowerPoint slides.

CAST

[http://www.associationforsoftwaretesting.org/drupal/CAST2009]

I participated in the Conference of the Association for Software Testing (CAST) last year, and I'm returning this year because the subject of the conference is precisely focused on my current interest: promoting and improving the practice of software testing.

The sessions I attended were all of high quality and interest to me. Also, it's a reasonably small conference with numerous opportunities to participate in spontaneous hall sessions.

BizConf

[http://bizconf.heroku.com/]

BizConf is a new conference this year, and I'm participating primarily because of the other participants, who, like me, are small entrepreneurs running technology businesses. It's a small conference, limited to 75 participants, and scheduled once again to encourage spontaneous hall and meal sessions. All of the presenters I know are of the highest quality.

AYE (Amplifying Your Effectiveness)

[http://www.ayeconference.com]

You might say I participate in AYE every year because I'm a host--one of the people who created the conference. But I wouldn't have been a host in the first place if I had been satisfied with most of the conferences available. When we designed the conference, we had several issues in mind in addition to the ones listed above. We wanted the conference to be reasonably priced, easy to reach, and easy to learn more about than could be found on a simple website. We created a wiki that registrants could write on and anybody could read. We retained a small staff of intelligent, personable people (Lois and Suzy) to give information and solve problems over the phone. I hope we've made it easy to get to AYE, and I hope to see you there or at one of the other two conferences I'll be attending.