The Norm Abrams Effect

I grew up in a family of tinkerers, engineers, and very creative people. From a very young age, I worked with my father, grandfather and uncles on construction and fabrication projects. Of course, I wasn't operating a lathe, or doing fine-finish carpentry at 4 years old, but I was always around. Mostly my contribution included handing the appropriate tool, and cleaning up. Being in a creative environment like this was a tremendous education and something I draw on to this day. As I became older my dad and I watched Norm Abrams on This Old House religiously. He is a unique mix of Yankee ingenuity and modern craftsman. Years later, when Norm had his own show, we'd watch that too. Every board, measure, and cut was like watching a dance. He'd take us through the process step-by-step.

I remember thinking “Man! That looks so easy.”

I’d set off to the wood shop to try making a small box or bookcase or something. The first couple of cuts went ok, but the complexity and any error in measurement I made showed up in magnitudes by the time I got to the finished project.

What happened? This is what I have come to call The Norm Abrams Effect. It's an example of professionalism and craft that belies the skill and time taken to complete it. I was watching an individual who had made hundreds of mistakes and invested a lifetime into a craft. By the time I saw the results it looked effortless. Chances are your craft looks like this to onlookers. And it may be a natural reaction for a 3rd party to think, "that looks so easy." or "how much time could X possibly require." If you're in the room when these comments leak out, it can be deflating and frustrating.

Being prepared, and patient, can keep you enthroned as the professional expert in these situations. Making it “look so easy” represents an investment: the investment Mr. Abrams — or any of us — have made to get to where we are today. Intellectual and material investments all apply. Previous experience, an advanced degree, or a specific piece of equipment that you own should be amortized as part of your intellectual net worth.

Here are some ideas to help maintain control of the conversation:

1. Preempt
While work you're doing for a particular client may be unique, it's probably not the first time you've seen a similar challenge. Sso come prepared. Show a process or a plan on how you will affect the desired outcome. This will provide your clients confidence and comfort that you've been down this road before, and know how to avoid bumps. Being preemptive is an offense position. Stay clear of a using a defensive tone.

2. Do More
Do more than you've been asked to do for a task. If you show that you're willing to deliver more than required, your clients will see that you're just not here for a quick fix. Doing more for your client also helps them feel like they’re getting most out of their investment with your company. This is especially true for any service aspect of your firm’s work.

3. Use Life Examples
You've been practicing your craft for a while now, whether you're just out of school, or a 40-year career veteran, everything you've done up today is in your knowledge base. The sum is larger than its parts. You own this history - it's what differentiates you from the competition. Capitalize on this by showing your portfolio and demonstrating your expertise in a way that makes sense for your industry and your clients.

4. Talk to your clients (not at or above them)
Sometimes, professionals have a habit of using overly technical language or worse, jargon from their field. This doesn’t make you seem smarter - it’s confusing, disorienting, and frustrating for the client. Your client hears these unfamiliar words and terms and will tune out completely. If no one is listening, how can you maintain expert status? Save the super geeky stuff for the shop. Shift your language to words familiar with to your client. This demonstrates your ability to listen and adapt to your surroundings. Expert traits, for sure.

These tips can help you demonstrate expertise and ownership of your craft and will yield client confidence, allowing you to do more, earn more, and have high ratings in your field.

When you’re able to master these areas, you can maintain control of the conversation and minimize frustration. You’ll spend less time defending your position because you’ve taken the proper steps to lay it out ahead of time. Your clients will look at you and think, “Man! That looks so easy…” and leave them feeling smart for hiring you.