I spent some time earlier this week cleaning out some old files and came across an article by Matthew Swyers that was published nearly a year ago on Inc.com. It shares the story of when and how he learned to keep quiet, and advises that if you really want to learn something, listen more than you speak. In this week before our presidential election, it really resonated with me. I find myself wanting to say this to so many people throughout the day…. to the news anchors on television who constantly interrupt their guest commentators, to my friends and acquaintances (and perhaps even a few family members) who have a need to sway my opinions and debate everything that is said. And yes, I even find myself wanting to say it to our politicians…shut up and listen to what others have to say. You might just learn something!
I was reminded of this advice again this afternoon during a planning call with the leader of an upcoming advisory council session. He is already anticipating how his advisors might respond to some of his questions, so he is planning a lengthy presentation to pre-empt their thinking. He’s planning his rebuttal too! He wants to be sure they understand what he has already done, what solutions have already been tried without success, and why their anticipated suggestions won’t work. After all, he knows his business and industry better than anyone else. He knows what he’s doing. Doesn’t he?
Maybe…but maybe not as well as he would like, or he wouldn’t have formed a customer advisory council and invited his customers to help him! After all, that is the over-arching purpose of an advisory council… to develop a deeper understanding of the market from your top customers, while simultaneously strengthening your relationships with them. This market insight, when incorporated into your strategic planning, ultimately leads to sustainable, predictable, and profitable growth. And that cannot be done if you’re talking the whole time!
So shut up and listen! Ask questions. Let your customers answer. Ask for clarity if you don’t understand, but let them do most of the talking. You may or may not like what you hear and you may or may not take their advice. But listen to what they have to say. You might just learn something new, something important, or something that changes the game. But you won’t learn it if you’re not listening… so shut up and listen!