I was reading an article in the Economist Magazine by Dr. Jerome Groopman on cancer. Curious, I found he had a book on Amazon which really tugged my ear, “How Doctors Think.”
That got my attention for two reasons. I enjoy the peculiarities of people in different professions. Like a fifth grade student, I did happen to teach fifth grade, I want to know everything.
Dr. Groopman makes an interesting observation easily missed. Note this observation, “When you are engaging a patient, what is the number one source of evidence about that patient’s problem?” Dr. Groopman answers the question, “the patient.”
How many times have you been in a meeting where questions are asked and clearly no one was listening.
In performance reviews questions are asked without listening. Tom Peters writes of Dr. Groopman’s follow up question based on research, “How long is it before the doctor addresses you, sits down with you, and how long is it before the doctor, on average, interrupts? And if you said, “Eighteen seconds,” you got it exactly right. Eighteen seconds and the doctor has interrupted with his opinion.
Now, I admit this post is about marketing. Yet marketing is a two way communication. Remember, this is kind of catchy. Communication is an active engagement requiring more listening than talking.
In this case I’ll point out three.
The best marketing is done as result of the best engagement. The best engagement is the result of trust and respect.
The trust and respect earned from leaders to their employees who transfer this engagement to customers. This creates competitive advantage. Of course ………………. in this age of hypercompetition …. such trust and respect similar to a relationship of significant others must be consistent. And genuine.
We’d rather talk than listen.
We view our job as providing the right information at the right time, either through outbound marketing, (advertising, trade shows, public relations, branding and social networking) or inbound marketing (creating website content, white papers, blog posts, etc.). We’re really good at disseminating information. Listening to customers, not so much.
Engineering calls the shots.
When push comes to shove on our marketing projects, we’re more likely to give in to the demands of the engineering group rather than incorporate suggestions from the sales team. There are two reasons: 1) the engineering team is in the same building, and 2) let’s face it, they’ve got more political clout.
Many of us are in panic mode.
Marketing is changing so fast and in so many ways that we often feel either adrift or running as fast we can just to keep in place.
Read full article via 5 Dirty Truths About Marketing | Inc.com.
Jim Woods is a competitive strategy and leadership expert and founder of InnoThink Group a management consulting firm located in Colorado Springs, CO. where he serves as president. InnoThink Group is a management consulting firm. To help embody leadership, build engagement, improve communication, and create a high trust culture.
Jim has worked with Fortune 500 firms, US military and non-profits. He brings a unique background of business, interpersonal skills, experience, to each of his consulting, speaking and coaching engagements. He is a sought after speaker on strategic leaders, competitive strategy, innovation, team building, employee engagement and uncertainty. To contact Jim for an engagement contact him at his website. Click here.