Why Soft Skills Aren’t Soft

This post was originally featured in the August 13th, 2025 newsletter found here: INBOX INSIGHTS, August 13, 2025: Why Soft Skills Aren’t Soft, AI and Jobs

Why “Soft Skills” Aren’t Soft

Here’s a story that perfectly illustrates a much bigger problem we need to talk about. We recently had an incident where a generative AI model made a telling decision: it assumed that my content about strategy and “soft skills” was less important than Chris’s more technical content, and prioritized his work accordingly. This wasn’t just a technical glitch – it was a reflection of deeply embedded bias about what kind of work and expertise gets valued.

If you want the full details on this troubling example of AI bias, check out this week’s podcast episode.

But here’s what really got me thinking: When exactly did “soft skills” become synonymous with “unimportant”?

Let’s be honest here – calling them “soft” is probably the first problem. It’s like we’ve collectively decided that anything involving human connection, communication, or strategic thinking is somehow less valuable than knowing how to code or run a financial model. And that’s just the wrong way to think about it.

The “Soft Skills” Problem

Last week I wrote about the evolved T-shaped person, and you know what sits right at the center of that model? Critical thinking. That’s supposedly a “soft skill,” but it has become more crucial than ever.

So what exactly are we talking about when we say “soft skills”? Here’s the thing – they’re not soft at all. They’re the skills that:

• Help you navigate complex human dynamics
• Enable you to communicate ideas effectively
• Allow you to think strategically about problems
• Give you the ability to adapt when everything changes (which, let’s face it, is constantly)
• Help you lead teams through uncertainty
• Enable you to ask the right questions, not just find answers

Honestly, these sound pretty essential to me. Not exactly “soft.”

Why Hard Skills Are Getting Softer (And Soft Skills Are Getting Harder)

Here’s what’s happening in our AI-everywhere world: The skills we used to consider “hard” – data analysis, coding, even some forms of writing – are increasingly being automated. Don’t get me wrong; understanding these areas is still important. But the day-to-day execution? AI is getting really good at that.

But you know what AI still struggles with?

• Understanding context and nuance
• Reading between the lines in a client conversation
• Knowing when to pivot strategy based on team dynamics
• Facilitating difficult conversations
• Building trust with stakeholders
• Making judgment calls when data is incomplete

These are the skills that separate good professionals from great ones. And they’re becoming more valuable, not less.

The Real Power of “People Skills”

I’ve been doing this for a while now, and I can tell you that every major success I’ve had – every project that went smoothly, every client relationship that thrived, every team that delivered beyond expectations – it came down to the so-called soft skills.

Like the time we had a project completely derailed because of conflicting stakeholder priorities. The technical solution was straightforward, but the people problem? That required active listening, strategic communication, and the ability to find common ground. No amount of technical expertise was going to solve that one.

Or when we had to completely change direction mid-project because market conditions shifted. The team needed someone who could help them process the change, maintain morale, and think creatively about new approaches. Again, not exactly a technical problem.

What This Means for Your Career

Here’s my take: If you want to future-proof your career, stop thinking of soft skills as nice-to-have add-ons. They’re your competitive advantage.

Focus on developing:

1. Critical thinking – The ability to analyze information, question assumptions, and make reasoned decisions
2. Communication – Not just presenting, but truly connecting with your audience
3. Emotional intelligence – Understanding yourself and others to work more effectively
4. Adaptability – Thriving in ambiguity and changing circumstances
5. Strategic thinking – Seeing the bigger picture and connecting dots others miss
6. Facilitation – Helping groups work together effectively

And here’s the kicker: These skills amplify everything else you do. They make your technical skills more valuable, your ideas more persuasive, and your impact more significant.

The Bottom Line

Maybe it’s time we stop calling them “soft skills” altogether. How about “power skills”? Or “human skills”? Or just “essential skills”?

Because here’s what that AI model missed when it dismissed my strategy content: In a world where machines can increasingly handle the technical stuff, the ability to think strategically, communicate effectively, and navigate complex human dynamics isn’t getting less important – it’s becoming the most important skill set of all.

What do you think? Have you noticed this bias against “soft skills” in your work? Reply to this email or join our free Slack group, Analytics for Marketers.

– Katie Robbert, CEO

P.S. – If you’re looking to develop these skills further, remember that they’re just like any other capability: they improve with practice, feedback, and intentional development. Don’t wait for them to magically appear. Shoot me a note if you want some help!

Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.