You are having an argument with your spouse, and she doesn’t understand your point of view, no matter how much you push it.
Your children won’t do anything that you ask them to do. They won’t engage or communicate with you; they shut down every time you try to talk to them.
You are writing blogs and posts, but no one is reading or responding to them.
You’ve created a product that will change lives, but no one is buying it.
Naturally, you ask the question:
“Why is no one listening to me?”
You feel you are doing everything right. You have the right ideas or the right argument; you know more than your children; this product is truly amazing and has revolutionized the way you see and do things. And yet, no one is listening. No one is engaging. No one is buying.
Why?
Because you aren’t listening to them.
The only way to get others to listen to you, to engage with you, to buy from you, is to listen to them and understand their points of view, their wants, and their needs.
If you bludgeon people over the head with your arguments and ideas, they won’t accept them; they don’t have the same ideas, the same noise inside their heads. They are telling themselves different stories. The key to being listened to, to making an impact, is to understand those other stories.
You don’t have to agree with them, but you do have to listen to and understand them. When people feel understand, when they feel heard, when they know that you see them and their side of things, they feel more open to hearing what you have to say.
“Seek first to understand, then be understood.”
–Stephen R. Covey, The 7 Habits of Highly Effective People
No one is listening to you because you aren’t listening to them.
Your spouse won’t listen to your side of the argument because all you are thinking of is your side of the argument.
Your children won’t listen to your advice and guidance – even though you probably do know more and understand more than they do – because they don’t feel like you understand them, how they feel, or the narrative in their heads.
No one is buying your stuff because as awesome as it is, they don’t get how it will benefit them or how it will make them feel once they use it. Why? Because you didn’t take the time to understand what they want or how they want to feel.
To influence someone, you must open yourself to the possibility of being influenced by the other person. This means creating a feeling of understanding in the other person. This is not meant to be manipulative: you must genuinely want to understand the other person. Also, people can tell if you are simply trying to manipulate them rather than understand them.
Listen to what your spouse wants; listen to how your children feel; listen to the needs and frustrations of your customers.
Understanding must always come first; otherwise you’ll fail.
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