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Know It Alls

In the marketing communications industry (and that includes creatives), we come across know-it-alls pretty regularly.  Let's include big egos in there, too.  They know their industry well, and are happy to prove it to just about anyone.

It's my personal belief that people falling into this category are genuinely good-intentioned, but come off as being arrogant jerks.  Sometimes, though, they actually are arrogant jerks, but we'll presume they are innocent until proven guilty for the sake of this article, mmmk?

When talking about know-it-alls (KIAs), let's agree that they come in all shapes and sizes.  I've met my fair share, and have spent years with them.  Over the years, I have found a few strategies that have helped me in such situations where a KIA goes on what we'll call a Rant.

Rants usually look like this:

1. You and the KIA are engaged in conversation.
2. A subject matter arises in conversation, one in particular the KIA is passionate about.
3. The KIA starts to go on a Rant, telling you too much information (some of which might not even be accurate).

Now this is a Choose Your Own Adventure type of situation.  You can either argue with the KIA, change the subject or simply let the Rant continue.  (There are other options, but we'll limit ourselves to three for the sake of brevity.)

Arguing with a KIA
In my experience, arguing with a KIA usually ends very badly.  Typically, many KIAs love, love, love to win an argument.  So, even if you present your case with the greatest of ease and concrete fact, they believe that they have still won.  Or they lose the argument and their pride is damaged--something that can indirectly damage your relationship.

Changing the Subject
Changing the subject, on the other hand, works fairly well.  It's tough to do sometimes because they have usually gone on the Rant already.  Tact in changing the subject is key, so that it is not obvious or hurtful.  This is a learned skill, something that you can and should put into practice if you live with  KIA in a daily situation (manager, spouse, roommate, friend, etc.).

Listening or Letting the Rant Continue
The third option is one that works well if you have patience and a fair amount of spare time.  I really, really enjoy this option but will not pressure you to try it because what works for me may not work well for you.  It is a form of entertainment to me, like watching a game or the plot unfold in a film.

KIAs typically like to hear themselves talk (and I don't mean this to be mean, it's just that they like the subject at hand and like to talk about it).  So, by giving them the permission or chance to Rant, you help them feel good.  It's not too different than giving someone a treat or surprise gift for no reason.  They unwittingly feel a little high after the end of the Rant because they have shared information they know is unquestionably right--even if it is just opinion.  They may have been holding onto the Rant for a while, just waiting for the opportunity to let it all out.  You've just given them that chance, and they'll associate that high with you.

After they have finished the Rant, you can present the other side if you feel they are wrong.  Sometimes this works best in the form of questions.  There is an art to this as well, so it might not work the first time you try it.  Questions that are not "leading the witness" usually work well.  Don't lace a question with your own agenda or opinion.  They have to be seemingly innocent questions, ones that give the KIA a chance to continue thinking and talking about the subject matter at hand.

Getting Instant Proof
In this age of smart phones, looking up facts can help, too.  If a KIA doesn't go on a Rant but just states a fact they believe is true, you can look up such a fact online and hand them the phone.  "See, such and such a site says that's not the case."  Often this is a good tactic when you're short on time or patience.

In Our Industry
As this pertains to marketing, communications and creative work, it can be a bit tricky to deal with a KIA.  They'll spout out jargon on occasion which can make a client feel inadequate or dumb.  Don't react, just realize that this is a symptom of something else.  Getting to the cause of the problem is best.

The subject of know-it-alls is not one that can be summarized in just one article.  There are many different kinds in the marketing, communications and creative industry. My background has helped me so much when working with partner organizations.  Having professional training on the subject matter helps me find the right partner for the job because I can speak their language.  I know the jargon, and I know when they know what they're talking about.  We skip the dance of over explanations of concepts, and get to the meat of the conversation quickly.

If you find a representative of your agency is a KIA, it can make the relationship a bit strained.  If you need a consultation, or tools for dealing with it then it's a pleasure to help.  I can help you navigate the waters of working with an outside agency because I have experience doing it, and spend a lot of time talking with employees of agencies in order to better understand them.  It's a thrill for me.

What are some of your experiences working with know-it-alls?