Hola!
Greetings from Madrid where my 11-year old son, Daniel, is spending the second half of sixth grade. I have been amazed at how easy it has been for him to make friends, learn Spanish and become comfortable in a new culture. And of course I am learning a lot too. I have been practicing my Spanish, relaxing over long lunches with new friends and colleagues, and trying to stay awake for dinner at 10 pm, which, by the way, is almost always cell phone-free. I love getting this different perspective on my favorite topic—how relationships and technology work together. And I am meeting some wonderful people who are teaching me how it’s done.
Daniel’s Spanish New Years Trick: Eating Twelve Grapes in Twelve Minutes
I met Matt Langan at a recent party with a great mix of expatriates and locals. Matt, his wife, Ana Rohana, and their three daughters moved to Spain in 2013. They run their U.S. based tech PR firm, L&R Communications, from Madrid and we instantly began talking about how technology can provide opportunities on the one hand, as well as challenges, on the other, to staying truly connected. Somewhere in the middle is what I call the “sweet spot,” and it’s something I think about a lot.
In order to find out more, Matt and I met up in Mas Q Menos, (the Spanish Starbucks) so I could hear his story. My takeaway from our conversation was that yes, there are hoops to jump through, and some initial complications, but anything—even running a company an ocean away from your customers—is doable if you honor relationships with both employees and clients.
Matt and Ana met in NYC working for different firms. They got married, rode the dot-com bubble until it burst and then moved to Washington, D.C. They continued their careers and started a family, but always talked about a dream. Ana’s father is from Madrid. She grew up speaking Spanish and visited Spain on holidays with Matt and their girls. Matt and Ana fantasized about staying there, opening up the world to their kids and immersing them in Spanish. But it seemed impossible. How could they possibly make something like that work?
In 2008, they launched their own firm to have more control over their destinies. From the beginning they focused on two things—forging strong personal and professional connections and doing good work. They believed that if they did those two things well, the rest would follow. And they were right.
In 2014, they revisited their dream of moving to Madrid. After finding their sea legs as business owners and growing a stable client base, they looked at each other and said, “It’s now or never.”
Matt recalled the trepidation he felt as he called his clients and told them he was moving to Madrid. He stressed how absolutely nothing would change; he would be working during U.S. hours, available for their phone and Skype calls, and he would still see them face-to-face—maybe even more than when they were stateside. One of their longstanding clients said, “Wow, that’s amazing. Congratulations.” And they were off.
In this world of increasingly powerful technology, it is true that we can work from anywhere. But anyone who has worked remotely for any length of time knows this is easier said than done. So what is the secret sauce of people like Matt, and others who have done it well? They find the sweet spot between leveraging technology and putting it “in its place.” And as Matt reminded me, maintaining and deepening connections is so important you can’t just leave it to chance.
So how do we do it?
After asking this question for the past seven years, I have come to see that there are three simple ways to find that sweet spot. They are through prioritizing, positioning, and protocols. I will use Matt as a case study to make this clearer. And by the way, you don’t have to be a remote worker to put these tips to work.
Prioritization
Like anything else, relationships won’t grow without attention. You must prioritize them.
Matt has always believed that you have to be purposeful in how you connect. This took on an even more important focus when he began working from Spain. Matt regularly travels back to the United States and always connects face-to-face. The difference now is that when he comes to the U.S., he is sure to leave enough time for his meetings with people to run deep.
Matt also organizes a gathering for all of his clients, who not only enjoy connecting with Matt, but also appreciate the opportunities to socialize and share knowledge with others in their field. Matt has taken on the role as connector, which he really likes and is great for business.
Positioning
Technology happens in context. Sometimes the situation calls for a text, other times we have to pick up the phone. We need to position our communication sensitively and strategically.
Matt knows that there is a time and a place for email, Skype, picking up the phone and flying home for an important meeting. Recently he was emailing with a team member when there was some confusion about roles and responsibilities. Without missing he beat, he jumped onto Skype, looked his colleague in the eye, worked through the issues, and came to a mutually agreeable conclusion very quickly. Just think how much time would have been lost in a texting maze of back and forths? Not to mention the invaluable opportunity of working through something real with an employee in real time.
Protocols
Even though it’s hard to remember the days when we didn’t have a digital life to manage, this new normal hasn’t been around that long. We need some guidance.
Matt has his own protocols for technology at work, and believes that they are not only good for his company, but for clients as well.
- Be present on client calls. Never multitask. Once that conference call starts, Matt’s phone is off.
- Be available at the times that work for your client. Even if it’s midnight in Madrid, Matt is available.
- Invest in face-to-face communication and get on a plane when necessary.
- When Matt and his clients are together in person, he turns off the technology. In other words, he “puts it in his place,” which means out of sight. This enables him to build stronger client relationships.
- Remember that technology is the enabler for deeper connections, not just a shiny toy. In other words, it’s not about the innovation, it’s about enhancing the relationship.
It’s the Wild West out there, and we all need some rules of the road. And then we have to stick with them. It takes discipline!
As Matt and I finished our café con leche (mine with soy), I felt inspired to have met someone who seemed to have managed something so difficult for most. Matt and Ana have grown their business while living their dream of moving abroad. And they are able to do it by leveraging all the great things that technology offers, as well placing a premium on sustaining and building strong relationships.
Who couldn’t use a little boost in connection, and a break from our phones? Finding the sweet spot is a good idea for all of us, regardless of our travel plans.