My enthusiasm isn't curbed either, but this stuff doesn't stick for everyone, especially if the wrong behavior is rewarded. The use of the term "soft skills" to cover a swathe of topics that technical people want to avoid is a real problem that I observe regularly. In a way usage has become derisory rather than a just bucket for a range of topics like leadership, strategy, empathy, marketing etc.
These are clearly hard skills for the individuals that complain the most, or suggest they aren't important. It's much more comforting to work on technical skills which you believe can be measured objectively, but at some point you need to focus on the human side which is messier.
I attempt to be more specific with resources I point people to if they ask for help, or I need to steer someone in a particular direction. Just telling people to read a soft skills book can be chore and they won't necessarily identify the right lessons to learn. People also need to understand that you aren't trying to turn them into a manager, or one of the people they don't admire. It sometimes help to point out that the role models obvious technical skills aren't the ones that got them to that point.
These are clearly hard skills for the individuals that complain the most, or suggest they aren't important. It's much more comforting to work on technical skills which you believe can be measured objectively, but at some point you need to focus on the human side which is messier.
I attempt to be more specific with resources I point people to if they ask for help, or I need to steer someone in a particular direction. Just telling people to read a soft skills book can be chore and they won't necessarily identify the right lessons to learn. People also need to understand that you aren't trying to turn them into a manager, or one of the people they don't admire. It sometimes help to point out that the role models obvious technical skills aren't the ones that got them to that point.