Assess your clients

In business, it's important to be able to take in new information and put it to good use. How well you can internalize this new information is known as "absorptive capacity." Advisors must be able to assess their clients' absorptive capacity to gauge how effective their advice will be.

Absorptive capacity refers to the client's ability to effectively absorb, process, and use the information provided by consultants. It directly impacts the success of implementing new ideas, strategies, or processes. If a client is unable to effectively understand and, most importantly, apply the new information, it can significantly diminish the value of the advice.

Consider the context in which you are providing your advice. Make sure you understand the current situation facing your client and what challenges they are up against. If they are dealing with a lot of other competing demands, it may be more difficult for them to absorb and apply your recommendations. In this case, you may need to tailor your advice to make it more manageable for them or provide additional support so they can implement what you are suggesting successfully. The real-life context and existing processes matter. Most advisors and clients greatly overestimate their ability to change an organization (or a part of an organization) within the scope of their current project.

The main factors that contribute to a client's absorptive capacity:

• Existing knowledge in the subject area
• Complexity of the new information
• The organization's ability to process the new information
• The organization's willingness to change

When giving advice, it's important to take into account your client's ability to absorb the information you're providing. Take the time to understand a client's unique needs, communication style, and current situation to ensure that advice is well-received and put to good use. Else, it might end up as an academic exercise.