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Put Your Ear to the Ground: Engaging More Directly

Put Your Ear to the Ground: Engaging More Directly


    Get your ear to the ground.

    This approach has been called different things but commonly is summarized as getting close as possible to the interface of the product and producer or consumer. Famous practitioners include Bill Hewlett and David Packard of HP who popularized “management by walking around.” The same approach can be used in your personal and professional life to help you gain fresh perspective on old problems, sniff out issues before they become wildfires, and continue to innovate and create while on a schedule.

    Case Study: Lululemon — From the Folding Table to the Chalkboard

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    It is possible for many people to not know about Lululemon. Yet for those who practice yoga, the brand has risen rapidly in popularity and demand. Lululemon has become a rising star in a multibillion dollar market with comfortable, attractive yoga and athletic apparel. Chief Executive Christine Day attributes her success partially to eschewing conventional market research. Rather than relying on focus groups, website tracking, or customer purchase profiles, the company has designed their stores to eavesdrop on their customers. Folding tables are placed not out of sight, but immediately adjacent to fitting rooms. Sleeves too long? Crotch too tight? Chances are employees will be privy to that information. To allow customers to provide more direct feedback, a large chalkboard is propped up against a wall for shoppers to comment on existing products as well as wish for new ones.

    Take advantage of opportunities to talk face-to-face with people

    When people don’t feel threatened, rushed, or dismissed they are more likely to voice their concerns or frustrations. Rather than maintaining a course towards an iceberg, addressing conflict can prevent them from getting bigger. Likewise, allowing people to voice their honest thoughts can help generate consensus and group buy-in of a proposal even if initial reactions are less than supportive. For example, instead of email-soliciting money from your coworkers to pay for the office water cooler, approaching people known to “mooch” may generate enough guilt or raise awareness to modify their behavior. They may even bring up unrelated but important issues to them which you can support to enlist their cooperation. (“Yes, I’d be happy to remind the other people in the office to not leave old coffee grinds and stale coffee in the drip machine. Having bottled water and taking care of the break room makes work that much more bearable.”)

    Actually experience the good or service you provide

    Every job in the world provides either a product or service to others. It’s too easy to get entrenched in your perspective. Take time this week to actually use your product or experience the service you provide. Personally speaking, as a physician it is incredibly eye-opening and humbling to experience the hospital as a patient. Another example is the Lululemon sales representative who loves a particular brand of pants for the slimming and firming effect they provide without creating embarrassing wrinkles and lines.

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    Put yourself in different shoes to solve complex problems

    Likewise, when you can’t wrap your head around a problem try to approach it from the perspective of someone else. What would the janitor suggest to reduce operating expenses? Does the consumer really value the promotional mailings you provide? What has your boss focused on for other business cycles or projects? Even better is to directly approach the different people involved to solicit their input.

    Case Study: Levi’s Jeans — A Hot Idea from Hot Pants

    Walter Haas — one-time CEO of Levi’s Jeans — stumbled upon a problem he didn’t know about while sitting next to a campfire in the 1940’s. At the time copper rivets were placed at stress points like the crotch area to provide extra strength. Unfortunately, they also conducted heat efficiently and caused quite a few unpleasant campfire mishaps. After being burned, Haas promptly removed the copper rivets. Inspired, he went on to also cover exposed rear pocket rivets to minimize scratch damage to saddles and school chairs in response to complaints by cowboys and schoolteachers.

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    Adopt a new role with your family, friends

    Appreciation is like water to a desert plant. In the interpersonal realm, it’s been established that men and women commonly cheat because of emotional disconnection which can spring from being unappreciated. Have you taken the time recently to realize what your friends and family do for you? Take the initiative to wash dishes, walk the dog, take out the trash, drive the carpool, or organize that birthday party. It may be difficult to do the tasks we naturally avoid, but realize that you are gaining new understanding of your relationships. Gratitude makes life infinitely richer.

    Go where the water is fresh

    In marketing, it’s important to keep your finger on the pulse of popular trends and ideas. Just like how you need to stay in front of the wave while surfing, you want to develop your ability to sense energy and direction from other people, events, and activities. One way you can do this is by maintaining your hobbies. Do things that excite you and you’ll find that even on a tight schedule, you can work with more energy, enthusiasm, and creativity. Refrain from “dichotomizing” your life into disparate spheres. Try to bring as much of who you are into what you are doing at the moment.

    As you take a closer step to your work, relationships, and the things which make you tick, I hope that you’re able to accomplish more, improve existing relationships, solve difficult problems, and sustain creativity.

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    (Photo credit: Young Man Hearing Sounds via Shutterstock)

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    Last Updated on December 2, 2018

    7 Public Speaking Techniques To Help Connect With Your Audience

    7 Public Speaking Techniques To Help Connect With Your Audience

    When giving a presentation or speech, you have to engage your audience effectively in order to truly get your point across. Unlike a written editorial or newsletter, your speech is fleeting; once you’ve said everything you set out to say, you don’t get a second chance to have your voice heard in that specific arena.

    You need to make sure your audience hangs on to every word you say, from your introduction to your wrap-up. You can do so by:

    1. Connecting them with each other

    Picture your typical rock concert. What’s the first thing the singer says to the crowd after jumping out on stage? “Hello (insert city name here)!” Just acknowledging that he’s coherent enough to know where he is is enough for the audience to go wild and get into the show.

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    It makes each individual feel as if they’re a part of something bigger. The same goes for any public speaking event. When an audience hears, “You’re all here because you care deeply about wildlife preservation,” it gives them a sense that they’re not just there to listen, but they’re there to connect with the like-minded people all around them.

    2. Connect with their emotions

    Speakers always try to get their audience emotionally involved in whatever topic they’re discussing. There are a variety of ways in which to do this, such as using statistics, stories, pictures or videos that really show the importance of the topic at hand.

    For example, showing pictures of the aftermath of an accident related to drunk driving will certainly send a specific message to an audience of teenagers and young adults. While doing so might be emotionally nerve-racking to the crowd, it may be necessary to get your point across and engage them fully.

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    3. Keep going back to the beginning

    Revisit your theme throughout your presentation. Although you should give your audience the credit they deserve and know that they can follow along, linking back to your initial thesis can act as a subconscious reminder of why what you’re currently telling them is important.

    On the other hand, if you simply mention your theme or the point of your speech at the beginning and never mention it again, it gives your audience the impression that it’s not really that important.

    4. Link to your audience’s motivation

    After you’ve acknowledged your audience’s common interests in being present, discuss their motivation for being there. Be specific. Using the previous example, if your audience clearly cares about wildlife preservation, discuss what can be done to help save endangered species’ from extinction.

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    Don’t just give them cold, hard facts; use the facts to make a point that they can use to better themselves or the world in some way.

    5. Entertain them

    While not all speeches or presentations are meant to be entertaining in a comedic way, audiences will become thoroughly engaged in anecdotes that relate to the overall theme of the speech. We discussed appealing to emotions, and that’s exactly what a speaker sets out to do when he tells a story from his past or that of a well-known historical figure.

    Speakers usually tell more than one story in order to show that the first one they told isn’t simply an anomaly, and that whatever outcome they’re attempting to prove will consistently reoccur, given certain circumstances.

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    6. Appeal to loyalty

    Just like the musician mentioning the town he’s playing in will get the audience ready to rock, speakers need to appeal to their audience’s loyalty to their country, company, product or cause. Show them how important it is that they’re present and listening to your speech by making your words hit home to each individual.

    In doing so, the members of your audience will feel as if you’re speaking directly to them while you’re addressing the entire crowd.

    7. Tell them the benefits of the presentation

    Early on in your presentation, you should tell your audience exactly what they’ll learn, and exactly how they’ll learn it. Don’t expect them to listen if they don’t have clear-cut information to listen for. On the other hand, if they know what to listen for, they’ll be more apt to stay engaged throughout your entire presentation so they don’t miss anything.

    Featured photo credit: Flickr via farm4.staticflickr.com

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