strategy+business is published by PwC Strategy& LLC.
or, sign in with:
strategy and business
(originally published by Booz & Company)


Lessons of Silence

3. Say what you mean, as simply as possible. Deaf people are direct. This is why people with hearing sometimes perceive sign language as blunt to the point of rudeness. It’s not. It’s just explicit. The deaf tend not to hide behind soft language, struggling to find the most diplomatic wording and hoping that the listener will be able to discern what they “really” mean. And indeed, deaf people reveal not only their thoughts, but also their feelings, both positive and negative, more clearly than hearing people do, as they express them with their whole bodies. Similarly, the deaf are often far better than hearing people at finding the most economical way to convey their message. For example, I wanted to tell one of our deaf trainers about my last trip to India. I didn’t know the sign for India, so I was forced to improvise. I tried drawing maps with my finger, and then tried to come up with gestures for cultural symbols. Suddenly, I saw a light in his eyes. With a big smile, he took his index finger and placed it between his eyebrows — his sign for the familiar Bindi adornment — asking me to confirm. So simple! I later learned that the sign for Belgium, my native country, is to wipe imaginary beer froth from the lips with the right thumb.

4. When you don’t understand something, ask. Because sign language is a constantly evolving language — and because its evolution isn’t slowed down by the need to develop a written counterpart — new signs emerge all the time. Consequently, even if they use the same national sign language, two deaf people from different parts of the same country will use words unique to their region. Aware of this, deaf people feel completely at ease saying “I don’t know” or “I don’t understand.” Those of us with hearing aren’t nearly as willing to admit confusion or lack of comprehension. We often sit silently in meetings while our colleagues use acronyms or technical jargon we don’t grasp because we think asking for clarification is a sign of weakness. Ironically, we’d rather leave a meeting clueless than risk being perceived as stupid. Many meetings conclude with some version of “So, do we all agree?” which discourages anyone from saying no or asking questions. A better approach, which encourages people to speak up, is to ask each person, individually, whether he or she would like clarification about anything that has been discussed.

5. Stay focused. We all know how difficult it is to concentrate on only one thing when the phone is ringing, e-mail alerts are pouring in, and a colleague has just stopped by. The deaf cut themselves off from any distractions, they don’t multitask, and they focus their attention entirely on the conversation. In a recent meeting with some deaf people, I presented a new workflow chart. I gave them each a document outlining the program, planning to elaborate on it as they read the material. One of them stopped me and asked if they should first read, then discuss or first discuss, then read. Doing both at the same time was impossible to them — and of course, despite what we try to do, it is also impossible for us.

These are just a few of the many communications behaviors we can learn from deaf people. But overall, the most inspiring thing about communication with deaf people — and the behavior most worth emulating — is their incredibly strong desire to exchange information efficiently and without adornment. This desire is so strong, in fact, that it often highlights how feeble, misguided, and wishy-washy our own attempts at dialogue are by comparison. It turns out that the people who are truly handicapped in communication are not necessarily those with a physical disability.

Follow Us 
Facebook Twitter LinkedIn Google Plus YouTube RSS strategy+business Digital and Mobile products App Store



  1. Nora Ellen Groce, Everyone Here Spoke Sign Language: Hereditary
    Deafness on Martha’s Vineyard
    (Harvard University Press, 1985): An analysis of how culture creates the perception of handicap, through an investigation of the high rate of deafness in Martha’s Vineyard, Mass.
  2. Oliver Sacks, Seeing Voices (Vintage, 2000): A study of the visual language of signs.
  3. American Sign Language Browser Web site: An online, video-based signing dictionary developed by Michigan State University.
Sign up to receive s+b newsletters and get a FREE Strategy eBook

You will initially receive up to two newsletters/week. You can unsubscribe from any newsletter by using the link found in each newsletter.