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“There are no technical problems, only people problems” [loosely from the little red book The Secrets of Consulting]

Yeah this can be a tough one, even if you accept the advice of the article and try to "engage"... Organizations can (and frequently are, at least outside of Tech) run by non-technical people, so there's culture barrier number one. I've been in organizations where the management isn't just non-technical, they're also from a different culture (I.e. Asian vs American vs European), so this can be barrier No. 2. And finally not to sound glib but as a scientist, I've found that engineers can have particular difficulties in advocating for their ideas in verbal or written form. Science always requires communication; engineering can, in principle be completed with a grunt as you present your machine / program to "speak for itself"... I've known brilliant engineers who struggle to explain what they do or why it's important.