Subject matter experts are a great source for your reports; whether they’re your own or outside experts, they can add ‘weight’ to what you’re saying. The knack is finding what matters in amongst the technical talk.
Here’s a quick example of what I mean. I interviewed a subject matter expert about a new type of enterprise software platform. One aspect of this that they talked about was an automation feature:
“This feature is designed to automate the process of extracting data from two legacy systems and integrating it into the platform, removing the need for manual data handling while ensuring the information is available within the system.”
There’s a lot of business value in this paragraph:
‘…extracting data from two legacy systems and integrating it into the platform.’ Extends the use and value of older systems as they don’t need to be replaced straight away, and reduces disruption.
‘…removing the need for manual data handling.’ Fewer errors, reduced manual work, so staff time is freed up for other things.
‘…ensuring the information is available within the system.’ Helps teams respond faster and provides better data visibility.
Lost in (technical) translation
The problem is that all this is lost if it stays in technical language or explanations. If you repeat it as it’s said to you, you could lose your reader, because they want to see how, in this case, a software platform will help their business.
When you do, as in the examples above, you’re showing the reader how they’ll have higher-quality data and information to work with; their staff will have more time for higher-value tasks; they’ll get the information they need quickly; and they won’t have to worry about their older systems.
We’re all techies in our own way.
You might be wondering whether this means technical experts don’t understand the business value of the technology they’re so familiar with.
They do; they word it in the language they use every day just as anyone does when they’re talking about a subject they know a lot about.
We know we’re talking about business value; it just doesn’t always come across that way to the reader or listener, who’s looking at this from a different perspective.
How to ‘decode’ technical speak for business readers
I’ve been asked a few times to teach technical experts how to ‘talk’ in business language, but I think that misses an important point. By asking the right questions of experts and specialists and listening carefully, you’ll ‘decode’ the business value you might otherwise have missed.
Another example to show what I mean, this time a cybersecurity expert talking about their company’s product:
“The platform continuously monitors authentication activity across the environment. It analyses login patterns, device information, user behaviour, and access requests in real time. If it detects something unusual, it can automatically apply additional verification steps or restrict access until the activity is validated.”
The less obvious business benefits:
‘…continuously monitors authentication activity across the environment.’ The value here is that the system is under constant guard.
There’s also another benefit for audits and compliance. The company has evidence of who accessed what, when, and can show how security controls are working.
‘…analyses login patterns, device information, user behaviour…’ It helps protect sensitive systems and information by adding an extra layer of security.
A stolen password alone won’t get an attacker in because the system checks that the behaviour matches the person.
‘…automatically apply additional verification steps.’ This has a business value for a team; they can spend less time on routine alerts. Another one is that staff and customers can access the system quickly and easily.
A second look can help you find even more value for your business reader
It’s always worth looking at something a few times, because there are often other aspects you might miss if you focus on the first one, understandably. And the more you find, the more choices you have, and that helps you create a strong report.
We’ve covered a lot in these examples, and I realise it can look overwhelming, so you might worry you’ll miss something important. I worry about the same thing. Here’s what helps.
I use a three-step formula.
The expert gives me the technical information.
I listen to that and ask myself: ‘What changed?’
Then ask: ‘What is the human/business or both consequence of this?’
Here’s an example to help explain how this works in practice.
The expert says: “It simplifies managing security policies across thousands of users.”
What changes? Team managers don’t need lots of specialist knowledge. They make fewer mistakes, and it’s quicker and easier to change policies as needed.
What’s the consequence for the people involved, the business, or both? It’s easier and less stressful for staff and team managers. And it helps keep the company secure.
What about AI?
I was once asked if you could create an AI that could do this; maybe you could. However, humans notice things that only another human would notice.
AI can be a big help, but the things you hear and see are what give your report its edge—one human to another.
I’m Sara Edlington, a research and analysis writer for B2B technology, specialising in cyber security.
After over 20 years in technology journalism, I now help companies create reports that are read and shared.