The Two Big Questions | Business of AV
Joe Way, PhD, CTS
In 2022, between keynote addresses, panels, webinars, media appearances, and interviews, I presented or spoke one hundred sixty-seven times at fifty-three different in-person events. I estimate that at least 75% of the time, the conversation would inevitably turn to focus on two main topics: (1) The future of hybrid learning and what remote versus premises means for higher education and/or the AV-industry post-pandemic; and (2) The impact of the supply chain delays. Needless to say, those are the two biggest issues on everyone’s minds. Whether they work in higher education or serve the higher ed vertical, there is no doubt, questions surrounding what the “new normal” is and/or will be, cannot be avoided.
While there is nothing wrong with wanting to know the current situation, the problem is that these two issues are ones that are out of our control as end users (aka “in-house integrators”). But that is probably why I get asked so much about them. When uncertainty surrounds an issue, we desperately seek an answer. Our bosses want answers. Our vendors want answers. Our students and faculty want answers. Our jobs are on the line. Classes must continue and new buildings and classrooms need to open. But how can we know what to say, what story to tell, and explain how we will navigate through, if we cannot control the situation?
I often tell my staff, I do not care if you have bad news, I just want to know the truth. What is the reality of the situation? What are we dealing with? What do I need to know? And, what do you need from me? I will have their backs, but I need to know everything. I will fight for the resources and support, but I cannot be blindsided. Do not let me be surprised.
This same philosophy applies to the circumstances we cannot control and how we ought to look at the two big questions we are facing. Honesty and transparency are what we need most right now. If I cannot get gear for eight to twelve months, just let me know and let’s work through a plan together in the meantime. If the university has not formed its long term hybrid plan (i.e., how far the pendulum swing back toward all in-person), that is fine, but I need to know what to plan for and what service levels our customers (aka, students and faculty) can expect from my team while upper administration is working that out.
Never underestimate the power of transparency. It is human nature to not want to share bad news. It is natural for our vendors to not want to look like they cannot deliver on our needs. But… *dramatic pause* … It’s ok. We can get through this. We will get through this. Those who will be successful on the other side will be the ones who demonstrated that we are true “partners” and did not just use the “partners” buzzword as a sales pitch while everything was pre-pandemic normal. Just as it is natural to not want to give bad news, it is also natural to want to support the people and companies who support you… especially in bad times. Now is when the rubber meets the road.
I had a conversation with a manufacturer rep recently who reps a competitor brand to our current standard at USC. She said: “I know you’re never going to buy anything from me, but I’m glad we’re friends and can hang out.” I corrected her: “True, I am not going to rip out hundreds of something we just installed to swap it for something else that essentially does the same thing, because that would be a bad business decision for USC, who pays me to make right business decisions for them. But, that doesn’t mean you won’t get business and cannot demonstrate value-add. At some point in the next couple years I will need to re-evaluate for our next iteration and upgrade. Higher education is a long process sales cycle. Likewise, higher education is a very collaborative vertical–we speak a lot among one another behind the scenes. Therefore, by investing in building relationships and friendships, you may not get a 200-device sale from me, but it may turn into five 200-device sales from my colleagues.”
This also is why Higher Ed AV exists. As the only media platform solely dedicated to the higher ed AV vertical, the content providers all offer insight both in what we need from each other and also what we need from the industry. Likewise, those companies who sponsor Higher Ed AV are the ones who have decided to make the vertical a priority. In the next month, look for the user forums to open, the conversation channels, and special webinars–like you already saw with Crestron and XTEN-AV–to bring the truth straight to you.
The two big questions we are facing do bring a cloud over our planning and support practices at the moment. But, that does not mean we cannot be successful in the meantime. Use this time to be open, build relationships, and grow together. That is how we all come out stronger in the end.
