We’ve all heard about it, read about it, been ted-talked to death about it and maybe some of us even work in it: the ‘knowledge economy’. In the old days, the guy that served your coffee was a student, actor or artist. Now they are a start-up founder or techpreneur.

And why not? It’s an exciting brave new world. One minute you’re working at Pizza Hut (that’s not the knowledge economy by the way) and the next you’re a $4bn founder of a start-up. #Winning.

The challenge is that it’s not the unicorns that make the world go around. They give us hope for sure, but for most of us it’s get the nose to the grindstone and use our brainpower to solve whatever problem sits in front of us.

However, one thing that may sometimes get lost as we all jump on that hamster wheel each day is the currency of our knowledge. A skilled and well-educated workforce is essential to the smooth running of a knowledge economy. That’s you, readers!

In our work with clients around Key Account and Relationship Management we see this issue of worth coming up time and again. Our clients say things like: ‘how do we get them to see the value?’ or… ‘quite often they want us to just get something done when we know we can make it better with some thinking time’.

We even extol the virtues of organisations that take time to harness knowledge. Google, for example, have 20% of the working week devoted to employees to use for ‘side projects’, thus empowering them up to the stratosphere and fostering great innovation.

But does it? They’ve still got a day job to do. I question it. I really do. I’m not the only one. Inc.com who published the article about how awesome it was published an earlier article saying it doesn’t work and Google don’t even use it anymore. Remember what I said: an earlier article.

So, it’s a conundrum. Everyone from Ted to Google to our clients’ clients to maybe even our boss says knowledge is a great asset for innovation. Then they change their minds and suggest it’s better to just do what you’re told, hit your KPIs and book the holiday.

Our view is whilst it is easier to agree and to comply, it’s also worth standing by the experience and knowledge you have accumulated over the years. Even if it’s not that many years. How do we do that? Here are a few thoughts which may help:

1. Relationships rule in the knowledge economy

Knowledge is about people as much as facts or processes. What do you know about your client and the challenges they face? It could be they are under a much wider pressure than you are aware of. This could be driving their direction to you. Can you walk around your subject and empathise with their world?

2. Tell me what you want, what you really, really want

Does the issue of worth and value come from a lack of understanding? Badly briefed is badly done as they say. Can you help your client articulate their needs much more clearly and in doing so get better at adding the most relevant value?

3. Take time

Clients don’t have this. You don’t have this. So…consider for a moment how many times you have had to either compromise on an idea or go back to the drawing board completely. That’s time, trust AND value lost in one hit. Aim to be more present, monotask and listen actively. Gently coach and encourage your clients to do the same. It will save you both in the long run.

4. Manage expectations

We agree to a deadline and then we run home to make it happen. Should we always do this? Be clear about what can be done in a timeframe. You owe it to the wellbeing of you and your team as well as the quality of the work.

So, all we are saying is push back a bit. In the business world, we are a bit passive aggressive about knowledge work and still don’t really know how to manage it properly.

By being strong in your spirit, safe in your knowledge and open in your communication, you will demonstrate that taking the time to invest in your worth will get your clients great results.

Good luck!