Listening Strategically

Usually, we're most interested in communicating outwardly; getting our messages out to others. But finding ways to hear what's going on around us can be just as important.

Let's start by identifying three different types of listening we do. The first type - informal listening - comes naturally, as in listening to another person. I take in what you have to say, and how you say it.

A second type, competitive intelligence, is a systematic process for monitoring sources and gathering information. That information is aggregated, processed to bring out the important points, and distributed to others who can use it to make decisions.

In this article, we look at a third type, a less rigorous approach to competitive intelligence, one that falls somewhere between simple listening and formal competitive intelligence. Call it strategic listening, a relatively simple way to stay on top of issues that affect your organization.

Let's start with objectives, which we normally do when looking at something strategically. Ask two key questions, "Why are we doing this?" and "What will we do with the information we gather?"

The first question focuses our efforts by putting them into the context of our overall goals. The second question, "What will we do with the information we gather?" relates to more immediate issues. It helps us articulate how we will use the material, and that in turn, affects the way we see our objectives.

Next, we need a process for gathering, managing, and storing the information we gather. What sorts of sources? How will we get them? What will we do with the material? How will we store it?

Once we've listened and gathered our information, we need to manage it. All those mounds of paper and electronic files must be boiled down into chunks of information that others can use easily.

This part of the process might involve the selection of excerpts or it might involve writing summaries. It might require an argument or simply a statement of facts that allows others to draw their own conclusions.

The final step in the strategic listening chain is to provide feedback to those who provided raw information, and to get feedback from those who used the processed information (or intelligence) we provided.

Giving feedback to those who provided raw information could be considered a courtesy, and a way of encouraging them to keep supplying us. Gathering feedback from those who used the processed information will help us determine whether or not we met the objectives that got us started.

In summary, one important form of listening is strategic; that is, informally gathering and processing information that helps us stay on top of issues that affect our organizations. The four key steps in this process are: setting objectives, developing processes, managing the information, and gathering and getting feedback.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

---

The Leaders Fallacy May Be Howard Deans Undoing

Howard Dean's tenure as chairman of the Democratic National Committee... Read More

What Every Manager Should Know About How to Become An Effective Executive

In his book, The Effective Executive, Peter Drucker pointed out... Read More

Poly Bags and Pallet Shrouds - Just Get it Right

For many companies, procuring the right packaging, such as Poly... Read More

IT Expenditure - Why Businesses Spend Huge Amounts on Ineffective IT Investments

Another IT White Elephant!It seems that almost every day we... Read More

Building Bridges of Communication

Building a 'bridge of understanding' between parties is... Read More

25 Great Ways to Find the Right People and Not Break the Bank

Are you trying to hire dozens of hourly workers or... Read More

Top Ten Tips About Communicating with Your Employees Effectively

Communication is the basis of who you are as a... Read More

The Crisis of Modernity

Since the beginning of the industrial era our world has... Read More

Think Twice Before Selling ROI

When we're selling to business people, our value proposition has... Read More

Never Wrestle with a PIG

The business books at the library and book stores fill... Read More

Designing Your Healthy Administration - A Management Overview

Management or Leadership?Simply stated, management ensures that things get done,... Read More

How To Write Commercial Collections Letters

It is sometimes valuable to bring the sales manager into... Read More

Catch Your Staff Doing Something Right

A long time ago, I learned something about being a... Read More

Understand What Flows Through Your Business to Find Improvement

I remember once seeing a cartoon which showed two people... Read More

Spinning Gold from Straw: Low-Cost Employee Retention and Motivation Tools in a Changing Economy

New York, NY, February 25, 2005 ? Employee retention and... Read More

Innovation Management ? Innovation or Profit?

Creativity can be defined as problem identification and idea generation... Read More

Comparing Ancient Programs from the East to Modern Programs like Stephen Covey.

Comparing Corporate and Personal goal attainment programs that have developed... Read More

Using, Choosing, and Using an educational consultant

IntroductionThe aim of this document is to provide advice and... Read More

50 Great Ways to Motivate and Not Break the Bank

Quick, Easy, and Even Fun! 1. Smile, say "Hi! How... Read More

Medical Collection. How Organized is Your Office?

At one time or another, all of us have experienced... Read More

Appraisal Interviews: What To Say & How To Say It

STEPS TOWARDS A GOOD APPRAISAL INTERVIEW:Don't say: "You just don't... Read More

6 Steps To Effective Management During Change

Take the pain out of gain and decrease the upheaval... Read More

Effective Email Communication

Email, when used properly, can generate additional direct sales and... Read More

Document management : A dream of paperless office

What is document management: When we think about "Document Management"... Read More

Eight Key Steps to Building B2B Major Account Client Alliances

Audiences who saw the fabled Broadway musical, Chorus Line, marveled... Read More