Listening

Last week, while walking down Polk Street in San Francisco, a billboard caught my eye. It exhibited a principle that's used by my most talented clients in leading organizations around the world:

“There’s a reason they say ‘Talk to Chuck,’ not ‘Listen to Chuck.’” 

Those may not have been the exact words, but they’re pretty close.

In 2005, Charles Schwab launched its “Talk to Chuck” ad campaign, developed by its new ad agency Euro RSCG. At the time, CEO Chuck Schwab sent a letter to investors orienting them to the campaign in which he stated, “I’ve built my entire company based on listening to people first. Then talking.”

Now, there are a few things we know: we know that you don’t get to be someone like Chuck Schwab without being…pretty smart. We also know that advertising agencies, the top ones in particular, aren’t cheap. And we (as consumers) also know that the good agencies understand us. They know psychology, and they know how we think and what we respond to.

So…what we have is a very smart guy, an expensive agency that knows a lot about people, and the current campaign, which is essentially saying: we’re not about talking. We’re about listening. And, you have us: the people they’re trying to engage with, build a relationship with, and influence.

So here’s a thought—is there anyone you need to engage with? Build a relationship with? Possibly influence? If you’re human, the answer at some level has to be “yes.” “Yes” in your professional life, “yes” in your personal life.  Well, save your money. Rather than hire Chuck as your consultant and Euro RSCG as your agency, simply follow their wisdom: think about who you need to engage with, build a relationship with, and/or influence. And listen to them.

I will tell you from experience: both my own experience, and that of clients in organizations as diverse as Microsoft, Citibank, FedEx and Sony—the power of listening? It’s real. And it works.