As our society shifts to become more aware of profiling and encouraging of diversity, the need to look beyond labels or preconceived notions, be more receptive toward others, and seek to listen and understand are critical steps in achieving harmony, acceptance, and productive outcomes. The same can be said for divisions within the AV industry. If everyone is looking to achieve the same goals of client success, user satisfaction, and collective achievement, the premise of looking beyond preconceived roles to working together cooperatively and reach a desired outcome would seem desirable. 

While AV industry roles based on where an organization fits in a traditional sales process or relational ecosystem are valuable to provide familiar context, characterizations like technology manager, integrator, consultant, or independent programmer are inherently limiting, nondescript, and dated. By nature, these roles are defined by the understanding and perspective of others, leaving them open to varied interpretation. As a result, what are deemed typical industry personas based on their traditional definitions no longer accurately align with modern-day roles.

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A good example of a role that has evolved greatly is that of a technology manager organization. Years ago, technology managers were considered end users who were solely looked upon as potential clients by most others in the industry. By nature, they relied upon integrators to sell, install, set up, and service their AV systems. They also gleaned product information, potential solutions, and industry training secondhand from other AV professionals who were "on the inside." While this may have been the case for most technology managers in the past, it is not the case for most now. In fact, many end-user organizations act as in-house integrators designing projects, specifying equipment, and installing, programming, and servicing their own systems. 

A similar transformation has occurred for other traditional industry roles. Some integrators specialize in design work acting as consultants. Others offer in-house staffing, system monitoring, managed services, and helpdesk solutions. Consultants provide programming and commissioning services. Manufacturers are providing design, programming, and commissioning services to help ensure their products are effectively integrated.

All of these demonstrate a blurring of lines between traditional roles and are signs of industry maturation, a changing business landscape, and healthy competition that challenges everyone involved to evolve their value proposition and hone in on their niche.

Despite the boundaries becoming less defined and a progression toward breaking the traditional mold, silos still exist where "old boys clubs" act with defensive or exclusionary mindsets. Even though associations, councils, or special interest groups comprised of a single industry role or entity serve to support, represent, and address common needs, their lack of diversity can result in limited perspective, restricted contribution, and an echo chamber effect. Instead, by looking to engage with others in complementary or opposing roles, everyone can benefit from the resulting discussion leading to increased learning, valuable collaboration, shared knowledge, and new relationships.

By encouraging sharing, collaboration, and goodwill among industry peers in all roles and capacities, supportive relationships are fostered resulting in increased knowledge, a higher degree of effectiveness, and greater outcomes across the board. For example, integrators who offer expertise and experience from installations, commissioning, service calls, or product performance can benefit technology managers seeking to implement and support their internal projects. Additionally, programmers who demonstrate coding best practices, offer technical support, or share troubleshooting techniques can educate other programmers, integrators, and technology managers looking to learn and address needs. Conversely, technology managers can help educate integrators, consultants, and programmers on their needs and pain points, as well as where they can benefit from outside help. A traditional approach or solution may still be the formula for some situations moving forward. However, it is those who are able to listen well, learn from feedback, be open to helping, and have the flexibility to adapt to a new way of doing business that will stand to benefit the most from a shift in typical industry roles.

Here are some best practices that all members of the AV industry can implement, regardless of perceived role or status, to encourage greater collaboration, entice community support, stimulate new ideas and opportunities, and nurture inclusion:

Practice Empathy

By seeking to understand others' needs, challenges, and motivation, it becomes easier to relate on various levels. What drives one's actions or behaviors is not always apparent from the outside. However, when learning more about what is important to someone and why, it becomes easier to connect and serve them.

Build a Personal Relationship

Relationships that are long standing, valued, and mutually beneficial are typically based on the old adage that "people do business with those who they know, like, and trust." By getting to know someone on a personal level, apprehension is lifted, tension subsides, and comfort level is established, leading to ease of communication and working efficiency.

Offer Help Expecting Nothing in Return

The best way to gain someone's trust, while demonstrating skills and expertise, is to be generous with knowledge. Whether by helping someone out when they are in need or simply being willing to offer time to answer questions, offering value without the expectation of receiving compensation demonstrates great character and values. Most times, the principle of reciprocity will naturally kick in providing something in return.

Don't Exploit Good Nature

Effective relationships are ones that are balanced, rather than self-serving. Those who are always looking at what's in it for them are going to struggle to get others to be trusting and vulnerable. Giving more than taking is an effective formula for any successful relationship.

Lose the Pitch

Nobody feels comfortable sharing or opening up if what they receive in return is a sales pitch. In order to gain access to someone's inner circle, they need to be able to feel safe and comfortable. There will be a time and place for presenting a solution or pursuing an opportunity, but that comes once a relationship is established and signals are provided indicating help is needed.

The days of being a closed, delineated industry where roles were restrictive, tricks of the trade were held close to the vest, technical information was protected, and solutions were proprietary is slipping way into the past. While experience and acquired knowledge are still immensely valuable, access to information is becoming readily available to all who need it. 

Nowadays, outsiders are eyeing the AV industry for the opportunities it presents. In order to maintain a path to sustainability, those in AV need to be open to finding new ways to work together by leveraging established talents and knowledge to serve collective needs and support common goals, regardless of traditional roles or perceived boundaries. This is commonly known as a pivot and can seem risky, foreign, and uncomfortable in the beginning, but will ultimately lead to long-term success. 

Steve Greenblatt, CTS, is president and founder of Control Concepts, a provider of specialized software and services for the audiovisual industry.

Being in a technology industry, the majority of learning and skill development is often focused in technical areas. Whether it is to master installation techniques, become trained in the latest hardware, develop proficiency in the newest programming language, or amass certifications of competency in areas of technical expertise, aspiring to become and advancing as an AV professional typically involves a concentration of industry knowledge, mastery, and non-theoretical attributes.

While technical aptitude is critically important for many roles, the value of professional skills in addition to technical criteria also demands consideration. A well-rounded individual with a blend of skills within and outside their core competency or technical area of expertise has a greater likelihood of success than others who are one-dimensional. The value of basic business skills such as effective communication, organization, time management, people management, and customer service should not be overlooked, no matter the role or the industry.

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Within the AV industry, roles like design, installation, and programming have a definitive requirement of technical competency. The lack of a technical resume would be a limiting factor, no matter the depth and maturity of a professional skillset. Whereas, with other roles like project management, sales, marketing, administration, and operations, there may be less emphasis on technical knowledge and more on professional skills and business acumen.

In all cases, soft skills stemming from professional development enhance one’s ability to succeed, value to their organization, opportunity for career advancement, and provide a point of differentiation. On the flip side, the absence of soft skills and professional development can limit one’s ability to grow, advance, and gain their true potential.

The impact of professional skills for technical roles such as programmer, designer, or technician, can be easily demonstrated in a variety of everyday situations. For example, someone who is a subject matter expert has the ability to engage with a client and solidify a relationship on a different level than a project manager or salesperson. If they lack communication skills, suitable presentation, and/or confidence to be client-facing, it would be ill-advised to have them showcase their knowledge. However, if that same individual was equipped with the necessary skills to excel in these situations, they could contribute significant added value for the client and organization.

Another common instance would be technical specialists who tend to be perfectionists due to the meticulous nature of their work. While this trait may contribute to a quality product, it can come at the cost of time management leading to inefficiencies, missed deadlines, and cost overruns. Understanding how "perfect" can be the enemy of complete, better time management, the impact that delays and lost time have on the health of a business are critical to avert crises. Failure to understand and appreciate this situation will likely lead to undesirable outcomes.

Lastly, technical experts tend to be highly focused on their work. In doing so, they may discount the importance of company culture, interpersonal interaction, or general business needs, and can be considered by others to be aloof at times. While these may not seem to be a big deal given their technical contributions, they can have a significant impact on the health and success of an organization as well as clients and prospective team members. Ultimately, if technical expertise is the cornerstone of the business, it is important that those in technical roles demonstrate leadership and have a hand in defining the organization’s identity. Those in technical roles who can appreciate how their role impacts others and the importance of supporting team members in sales, marketing, operations, and areas outside of their own, will find that they make a positive impact. Those who don’t can be a distraction and detriment to the team.

Technical experts may consider others in an organization with less technical aptitude not as effective. They also wouldn’t want to be doing their jobs. This speaks to positions in project management, sales, marketing, operations, and human resources, to name a few. Success in these roles has greater dependency on interpersonal skills, organization, people management, creativity, and customer service than responsibilities that are deeply technical. Just as those in non-technical roles benefit from working knowledge of the technical aspects of the AV industry and how it pertains to their position and organization, technical experts need to understand the value and importance of business knowledge and soft skills. In the end, no role should be considered exempt from being multi-faceted, having business training, and pursuing professional development.

While the path to technical expertise in the AV industry may appear daunting, the steps to obtain knowledge and credentials are fairly definitive. The recipe for developing technical expertise includes specific curricula, training, reference material, and resources geared toward industry designations or certifications. To hone professional skills, however, the roadmap is much less definitive or clear cut, relying on a formula of informal education, independent study, word-of-mouth learning, and trial and error. Without specific guidelines for pursuing professional development, it is important to be resourceful and learn from others. 

Here are some tips that all AV professionals can use for developing and evolving their professional skills:

Consistently consume reputable information

Whether your preference is text, audio, video, or in-person instruction, find relatable resources that offer the knowledge that you are seeking. While classes and courses are great and can provide formal education in specific areas, podcast and YouTube “university” can be as good if not better, and at a fraction of the cost. Building a library of evergreen business books is a great reference tool for learning and reinforcing key concepts.

Find a mentor, coach, networking group, and/or accountability partner

Surrounding yourself with others who are ahead of you in your journey not only provides a valuable resource for learning, but also motivation and accountability. There is no better resource than someone who has the experience of being in your shoes previously and can share lessons learned. Additionally, unless you are highly disciplined and driven to work independently, having a coach or mentor who can provide unfiltered feedback, positive affirmation, and tough love when needed is a critical to growth and achievement.

Take risks, expand your horizons, and venture outside of your comfort zone

While it logically makes sense to primarily focus on what you know and are good at doing, it is not a recipe for continued growth. By challenging yourself to be uncomfortable in the form of tackling something different or difficult knowledge is gained, skills are developed, and perceived limitations are overcome. Some common examples of activities that appear daunting to those who are new to professional development include presenting in front of a group, recording a video of yourself, podcasting, writing a blog or article, engaging in industry or company-specific social media, or networking with new people. Rest assured that while the first few times can be gut wrenching, improvement, expertise, and reduced anxiety result from repetition and consistent effort.

Put yourself out there and invest in the AV community

The AV industry is filled with great people who are encouraging, nurturing, and looking to make connections. Get involved by being present online, engage in social media, attend events, establish relationships, build your network, and offer your knowledge and support for others. Identify others in complementary or vastly different roles and learn about what they do, what they do best, and what challenges them. Speaking as an introvert, don’t let shyness, uncertainty, or discomfort hold you back. Reach out and make connections, introduce yourself, explain your intentions, and ask for help. Most would be honored to meet someone who was interested in learning from them.

While it is critical for most roles in the AV industry to have a marketable technical skill that adds value for both an employer and a client, there are many professional skills that can contribute greatly to an individual’s effectiveness and provide as much of a differentiator as a niche technical skillset. Although mastery of professional skills can be a lifelong journey adorned by many forms of instruction, instructors, and learning experiences, it is critically important to incorporate it in a success plan. Being aware, understanding business basics, proactively pursuing knowledge, and taking responsibility for growth in professional development are the first few steps toward achieving success.

Steve Greenblatt, CTS, is president and founder of Control Concepts, a provider of specialized software and services for the audiovisual industry.

During these difficult times it has been easy for many of us to become disconnected with parts of the industry, relationships that we took for granted previously. That is especially true for the end user community. How many suppliers have been able to connect successfully with their clients, and more importantly potential clients, during the pandemic restrictions? And likewise, how many end users have successfully networked with their peers?

Although the AV User Groups previous operating model had been the hosting of city-based, in-person meetings and networking events where end users could peer-network and supplier sponsors could present to them, or network with them, the pandemic changed that.

However, the group has managed to keep operating and provide value to its end-user members and supplier/sponsors through the pandemic. Although that has been achieved through monthly webinars (and let’s face it: everyone is running webinars now) they have hit on a format that still provides value to both communities and helps to maintain those relationships.

Rather than running city-based events, they are running regional webinars (North America, U.K., and Asia). Although their North American membership is mostly made up of end users in New York and Silicon Valley, they have pockets of new members in Toronto (Canada), Austin, and Chicago. Because of this, regional webinars enable the group to reach more of its membership and therefore a larger audience.

Its webinars are much shorter than the format for its previous in-person meetings, and at least one of the presentations at each webinar is educational, or special interest. This makes the webinar sessions much more attractive to its end-user membership. They get to hear from a couple of suppliers who keep them appraised of their product developments, something else that’s been impacted by the pandemic—both by delays and a change of focus—as well as the special interest or educational session.

Recent special interest presentation examples have included AQ-AV’s AV9000 qualifications, the new WELL 2 building standard, an introduction to Li-Fi and the pending AVIXA “Mastering Audio Visual Service Management” courses that will hopefully be available early next year.

So, whether you are a North American supplier or end user, this group could be of value to you and help maintain those important relationships. If you are interested to know more you can reach out via email at info@avusergroup.com or through its website www.avusergroup.com where there are links to apply for free membership (for end users) or sponsorship (for all suppliers).

Owen Ellis is the chairman of the AV User Group, an independent non-profit organization that provides a forum for end users and technology managers to share information and experience and to promote the effective use of AV communications technology to maintain the skills and knowledge needed to implement AV projects and manage service provision.

Technicians play an unsung role in the success of AV projects and the retention of client relationships. Whether it is to install equipment, fabricate a rack, service a system, troubleshoot an issue, or respond to a need, technicians are involved in many post-sale aspects of a project and are called upon to execute what was promised to a client. In doing so, a technician may become a lifeline for client, building a trusted relationship that can be the catalyst for future opportunities. Simply put, it makes sense for technicians to be an integral part of any organization.

Like programmers, project managers, and salespeople, not all technicians demonstrate their value in the same manner. Some technicians may be specialists in one specific area of expertise, whereas others are generalists with a working understanding of many technologies and applications. There are also some that may possess skills beyond the basic job requirements, such as understanding control programming, audio DSP configuration, or programmable device setup like video processors.

As the AV industry continues to change and technology advances at a rapid pace, technicians (just like other industry roles) are challenged with the need to evolve their skills in order to retain and increase their value. This evolution can come in the form of expanding their skillset, mastering a specialty, or increasing their productivity and efficiency.

Here are some opportunities where technicians can grow professionally, add more value to their client or employer, and continue to impact the industry.

LEARN IP NETWORKS AND HOW TO INTERACT WITH IT DEPARTMENTS

Many areas of the AV industry are becoming simpler to install and set up, such as videoconferencing solutions. What used to involve proprietary hardware codecs requiring extensive setup, wiring, terminations, and testing has evolved to become a software codec solution like Zoom, Skype, or BlueJeans that requires nothing more than a computer, network connection, USB connection, and potentially HDMI connection.

On the other hand, other areas of the industry have become more specialized like video and audio signal transport and control. Point-to-point switching of digital signals over HDMI or HDBaseT over an isolated network is being challenged by a demand for video-over-IP solutions (like JPEG 2000, H.264, and SDVoE) involving network streaming, video processing, configuration of Ethernet network switches, network server-based control, and networked audio routing (like AES67 and Dante). Opportunities exist for technicians to become specialists in any or all of these areas of expertise. The common thread is that they all involve knowledge of IP networks.

Even though there is a trend of solutions becoming less installation-centric, like wireless source switching, these advancements have opened new doors to learn and master cutting-edge technologies. Technicians who focus on developing skills to master implementation of video, audio, conferencing, and control solutions on the network will find themselves in high demand.

BECOME AN EXPERT IN TESTING, TROUBLESHOOTING, AND CLOSING OUT PROJECTS

A technician who can thoroughly test a system and provide an accurate, detailed punchlist is an invaluable asset. There is a difference between simply providing a list of what works and doesn’t, based on cursory testing and subjective opinion, and thoroughly testing a system with intent to identify all open items and verify accurate operation. The former leads to inefficiency, uncertainty, and an inconclusive result, while the later provides a path for a confident completion and client satisfaction. By isolating issues narrowed down to the definitive cause (programming, wiring, setup, device malfunction, etc.) and identifying who is responsible, open items are quickly and easily resolved.

In order to be an expert in testing, troubleshooting, and closing out projects, a technician needs to have a big-picture view of the system. This includes understanding how and why all of the components connect and communicate, and how to identify the cause of an issue when something doesn’t work as expected.

The art of troubleshooting involves clearly identifying an issue, isolating and narrowing down the possible causes, and eliminating each possibility, one by one, while keeping all other variables constant. This process requires a detailed thought process, discipline in execution, and knowledge and experience in problem solving.

All systems require testing, troubleshooting, and a final punchlist in order to validate completion. Technicians who can test and troubleshoot effectively will find themselves indispensable as their projects are completed efficiently and comprehensively leaving their clients with a great user experience.

DEMONSTRATE LEADERSHIP ALONG WITH STRONG COMMUNICATION AND ORGANIZATIONAL SKILLS

As mentioned previously, a proficient technician can be a difference maker in success of working system and an overall project. Their ability to become the point person in the field, manage situations, and build trust with the client can prove invaluable. Even more so, technicians who demonstrate leadership in addition to strong technical skills become a greater asset to a project, team, and organization.

Leaders make others around them better by passing along knowledge, solving problems before they lead to bigger issues, identifying opportunities for improvement without being asked, and inspiring others to raise their game. While some may be comfortable serving in a support role and remaining within the bounds of their perceived job description, technicians who are willing to step up and take ownership of the outcome of a project, situation, and/or client relationship will find advancement in their career very quickly.

While it is presumed that technicians have strong technical skills, their ability to master soft skills like commitment to excellence, effective communication, and maintaining an organized approach to their work will propel them to stand out. Technicians who can think on their feet, have the ability to balance multiple priorities, and will resolve issues before they become a problem provide project managers comfort to focus on the most critical aspects of their job rather than micromanaging, and result in greater client satisfaction and trust in a relationship.

An important saying in business is “If you are not growing, you are dying.” It is critical to invest in yourself, advance your career, increase your knowledge, and hone your skills to continue to be an integral part of the industry.

Steve Greenblatt, CTS, is president and founder of Control Concepts, a provider of specialized software and services for the audiovisual industry. www.controlconcepts.net