Book Review: Crucial Conversations - Kerry Patterson et al

// This is a AI generated summary of the book where I overlay my comments or insights in italics and then finish with whether I would like to buy this book to read it in more detail.

A crucial book - perhaps

"Crucial Conversations: Tools for Talking When Stakes are High" by Kerry Patterson, Joseph Grenny, Ron McMillan, and Al Switzler delivers insightful tools for navigating difficult conversations. But what if we apply its framework to the realm of SEO? Surprisingly, this seemingly interpersonal resource provides valuable insights for navigating the often-contentious world of SEO.

1. Mastering the "Heart of the Matter":

• Identifying the "Critical Issue": In SEO, the "critical issue" might be stagnant keyword rankings, declining organic traffic, or internal disagreements about strategy. Pinpointing this core concern, often hidden beneath surface discussions, is crucial for making impactful decisions. // I'd say the critical issues go deeper and more granular than this. Saying "declining organic traffic" doesn't give a clear view of what needs to change, or if anything can change. The reason I say that, is you'd need to identify the breakdown of that declining traffic, is exact match brand, broad match, non-brand. Is it to head, torso or tail terms. Is it related to particular keyword modifiers or intents? Or is it just because the market is changing, or even greater competitive pressure.

• Holding Mutual Purpose: Align your team and partners around a shared SEO goal, whether it's improving website accessibility, building valuable backlinks, or creating user-centric content. This shared purpose fuels collaboration and keeps everyone focused on the bigger picture. // It may be easy to align teams to a core concept of SEO such as E-E-A-T and align the different elements of that to teams, Above that you should have a purpose that catches everyone.

• Finding the "Mutual Gap": Don't just assume everyone sees the SEO challenge the same way. Identify the differences in perception and priorities between team members, clients, or collaborators. This mutual gap is where productive conversations and solutions emerge. // this aligns to the previous point. So improving E-E-A-T aligns to all teams, but the reason you are doing it is to improve non-brand organic so you are less dependent on Paid Search and you reduce pressures on marketing budgets to repurpose on other initiatives - or because you need to de-risk the business.

This is DALL.E's depiction of a crucial conversation

2. Speaking Like a Master (Even When You're Not):

• Mastering "Dialectical Thinking": Avoid falling into SEO echo chambers or rigid perspectives. Embrace diverse viewpoints and challenges to your assumptions. Consider both potential benefits and drawbacks of proposed strategies before implementing them. // don't fall into the ego trap of thinking you've got all the answers. Even within your team consciously aim to build a diverse range of attitudes or approaches. And be willing to accept or appreciate other views in connected teams.

• Wielding Open-Ended Questions: Don't jump to conclusions or dictate solutions. Use open-ended questions to explore stakeholder perspectives, understand concerns, and gather valuable insights for informed decision-making. // as we're so busy its easy to be tempted to wrap up challenges and move to the next one by trying to close down the views of others. It's often more efficient and effective to have those conversations early on and get people's views closer to the agreed solution that trying to fix something that doesn't meet expectations later.

• "Look" for What the Other Person Is Communicating: Don't just listen to the words; pay attention to body language, tone, and underlying emotions in SEO discussions. This deeper understanding fosters empathy and facilitates more effective communication. // this is something I've consciously worked on for over 30 years. Being able to pick up on subtle pieces of body language has been exceptionally important for working well with others - and something I found hard as most of us started to work from home more and were on Teams or Zoom - you just can't pick up on everything - even slight changes in how people speak.

3. Holding the Space (When You Want to Take Over):

• Creating "Shared Meaning": Don't assume your SEO understanding is universal. Explain technical concepts in plain language, address jargon, and ensure everyone on the team grasps the key ideas and decisions being made. // this is difficult for SEOs as you move up the ladder. You need to realise that for many teams you need to bring what you say down to the most basic level I haven't written a review of this yet, but the book The Art of Explanation: How to Communicate with Clarity and Confidence by Ros Atkins is brilliant. His talk can be found here:

• "Yes, and...": Instead of shutting down opposing viewpoints, use "yes, and..." statements to acknowledge concerns and build upon them. This collaborative approach fosters innovation and prevents knee-jerk reactions. // another great book is this one from Chris Voss - Never Split the Difference.

• Seeking "Mutual Discovery": Don't impose predetermined solutions. View SEO challenges as opportunities for shared discovery. Encourage collaborative brainstorming, experimentation, and iterative learning to arrive at optimal solutions. // and be flexible. No one individual has all the answers - you can't have all the knowledge from all the different functions that go into ecommerce success.

4. "Learning to Look" for the Hidden Potential:

• Challenging "Story Traps": Avoid common SEO "story traps" like blaming algorithms, external factors, or competitors for every setback. Take responsibility for your choices, analyse data objectively, and learn from both successes and failures. // always go into a challenge with an open mind.

• Discovering the "Underlying Need": Dive deeper than surface disagreements or complaints. Uncover the underlying needs, anxieties, or motivations driving individual perspectives in SEO discussions. This understanding fosters empathy and facilitates collaboration. // if you have a challenging conversation, always look to see what's the underlying cause. Are they under extreme pressure, are they disorganised or are they just poor communicators.

• Celebrating "Baby Steps": Don't wait for monumental SEO wins to celebrate. Acknowledge and appreciate incremental progress, team effort, and individual contributions throughout the journey. This positive reinforcement keeps everyone motivated and engaged. // understand that just getting agreement to go ahead with a project is a win. A big win in terms of rankings is built on by lots of smaller wins on the way there.

Beyond the Conversation:

Applying the principles of "Crucial Conversations" goes beyond communication skills. They translate into a philosophy of collaboration, mutual respect, and shared learning that can transform your SEO approach. When you create a safe space for open dialogue, challenge assumptions, and celebrate shared discovery, you cultivate an environment where SEO thrives:

• Building Trust and Transparency: Honesty and open communication about strategies, data, and challenges build trust within your team and with clients or partners. This fosters deeper collaboration and risk-taking in the often-uncertain world of SEO. // The book Lead with a Story is good to help with this. Also take a look at Leadership is a Language.

• Fostering a Culture of Learning: Embrace a growth mindset where setbacks are seen as learning opportunities and experimentation is encouraged. This continuous learning empowers every team member to contribute and adapt to the ever-changing SEO landscape. // definitely check out Vertical Growth.

• Nurturing Creativity and Innovation: When diverse perspectives are valued and heard, creative solutions and innovative strategies emerge. Open dialogue allows for pushing boundaries, challenging conventional wisdom, and discovering new paths to SEO success. // build time for your teams to innovate and encourage them to communicate openly together - making sure they're aware of your common purpose.

By integrating the key concepts of "Crucial Conversations" into your SEO practice, you'll move beyond technical optimization and data analysis. You'll create a collaborative environment where open communication, shared understanding, and a commitment to learning pave the way for not just achieving, but thriving in the dynamic world of SEO. Remember, success isn't just about ranking keywords; it's about building meaningful connections and navigating challenges with integrity.

// From what Bard created this does appear to be a book I'd like to buy (probably from Amazon (aff)) and explore the concepts the authors offer as it would help with how I communicate outwardly and also within my team.

Sources

info

1. us.aicpa.org/interestareas/youngcpanetwork/resources/career/7mustreadbusinessbookstofurtheryourcareer