Razor Branding Blog

5. Do You Seek First To Understand?

Today in our 7 Habits of Highly Effective People by Stephen Covey series we are taking a look at  Habit 5 Seek First to Understand.

On a personal level, Habit 5 Seek First to Understand is about giving out advice before empathetically understanding a person and their situation.  This habit is more than just putting yourself in someone else’s place, it’s about truly hearing them.  So often when someone begins to speak, the human nature is to provide an autobiographical response.  You’ve been there and done that so you just want to solve their problem for them.

Now, wait just a minute.  Since you aren’t them, you don’t really understand them, don’t be so quick to solve their problem.  Listen empathetically and if they ask for a solution then you can ask questions that might help them get to the answer.  If someone begins talking to you and before they can get halfway through with the first sentence you are replying with, “I know.  The same thing happened to me.  This is what I did,” then I can promise you that you are not seeking first to understand.  More like you are seeking to talk first and be understood.  It’s really not the same thing.

From a corporate standpoint, Habit 5 Seek First to Understand is truly the golden rule of branding. All too often, entrepreneurs and small business owners listen to themselves and then head out to market.  There might be some minimal R&D for the new product but no true in depth consumer research work.  Branding is all about the consumer.  Consumer perceptions.  Consumer feelings. Consumer connection.  The promise that you make to the consumer over time is how you will be regarded.

Who are you talking to?

What are you saying?

Did you even ask them what they want?

The halls of business are lines with failed products and companies because no one wanted to invest them resources into true brand planning.

You wouldn’t build a house without a blueprint, why would you go to market without a brand plan?