So, You Want to Become an Industry Advocate: Here Are 10 Things You Need to Know

A recent career advice post encouraged young professionals to consider advocacy as a career path, but it missed a crucial element: the specific skills needed to succeed. Drawing from over 25 years of experience advocating for Green Cleaning and sustainability in the professional cleaning industry, here are the ten fundamental qualities that separate successful advocates from the rest.

1. Deep Industry Knowledge

Successful advocates must possess comprehensive knowledge about their cause and target industry. This means understanding not just surface-level issues, but the intricate details of how industries operate, their challenges, and their decision-making processes.

2. Genuine Enthusiasm

Authentic passion for your cause is non-negotiable. Your enthusiasm must be genuine and infectious – it's what will sustain you through challenges and inspire others to join your mission. People can sense when advocacy comes from a place of genuine belief versus mere opportunism.

3. Unwavering Tenacity

Advocacy involves inevitable setbacks, criticism, and rejection. Successful advocates develop thick skin and persistence. When faced with negative responses or pushback, effective advocates don't retreat – they regroup, refine their approach, and continue moving forward.

4. Strong Communication Skills

Effective advocacy requires excellent communication abilities, but don't let initial weaknesses stop you. Communication skills can be developed through practice and commitment to improvement. The key is to start where you are and continuously work to enhance your abilities.

5. Active Listening Abilities

Successful advocates understand that listening is just as important as speaking. Every conversation, conference, and industry event provide opportunities to learn and refine your understanding.

6. Long-term Perspective

Industries change slowly, like massive ships turning in the ocean. Successful advocates understand that meaningful change takes time and requires sustained effort. This long-term perspective helps you stay motivated during periods when progress seems slow.

7. Strategic Partnerships

Solo advocacy has impact. However, the most successful advocates build networks of partners and allies within their target industries. These partnerships provide credibility, amplify your message, and create momentum for change.

8. Adaptive Messaging Strategy

Your communication strategy must evolve with changing media landscapes and audience preferences. While traditional trade publications remain valuable, social media and digital platforms now play crucial roles in advocacy.

9. Confidence and Networking Skills

Shyness can be a significant barrier to advocacy success. Effective advocates must be comfortable introducing themselves to industry leaders, executives, and decision-makers. If you're naturally shy, focus on your mission and how it can help others – this purpose-driven approach often helps overcome personal hesitation.

10. Educational Focus

The most successful advocates prioritize education over self-promotion. Instead of constantly highlighting your achievements, focus on teaching others and demonstrating how your advocacy can benefit them and their industries.

Building Your Advocacy Career

Becoming a successful advocate requires developing these ten essential skills while remaining committed to your cause. Start by assessing your current strengths and identifying areas for improvement. Remember that advocacy is a marathon, not a sprint, and the most impactful advocates are those who maintain their commitment over years and decades.

Steve Ashkin is president of the Ashkin Group, a consulting firm specializing in Green Cleaning and sustainability. Steve is recognized as one of the one hundred most important contributors to the professional cleaning industry in ISSA’s 100-year history.

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