THE LISTENING LEADER
"Lifting Listening Leadership Awareness and Action Worldwide"
03/31/03
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LISTENING-BASED INNOVATION
Continuing success comes from value-creating innovation stimulated by disciplined listening. Occasional surveys are insufficient. Organizations need to build listening systems that capture, summarize, and disseminate the unmet dreams and unfulfilled wants of multiple customer groups, including existing, prospective, and internal customers (employees).
Listening systems uncover fresh marketplace intelligence, help guide decision making, and nurture creative thinking. Effective listening systems involve both formal and informal methods, conversations with customers, the use of trend data to reveal changing patterns, the distribution of relevant information to all employees, and active discussion and application of findings in work groups.
Listening leads to learning, which sets the stage for innovation. Innovation is more likely when employees are well informed about the customer, unafraid to try something new, and committed to the organization's success.
Charles Schwab uses multiple methods to listen for customers' dreams that often start with the phrase, "I know it's not possible, but I wish....." Schwab's top management travels extensively to interact with customers in informal settings. Branches host monthly customer receptions, and at least once a week in different cities. Schwab holds town meetings to hear employees' ideas, suggestions, and concerns.
Gary Hoover, who has created three innovative businesses (Bookstop, Hoover's Handbooks, and TravelFest) claims that the customers always get what they want. It is just a matter of who gives it to them when. Companies that sustain success continually search for new ways to create value for customers. They choose to lead rather than follow, to act rather than wait, to heed the customer instead of the competitor.
Source: Leading for the Long Term, Leonard Berry, Leader to Leader
More good stuff from the Listening Leader (one of the few daily e-mail shots that I subscribe to).
For a company that is ready to hear (and encourage) real news from the front-line a network of internal action journals would mae a very powerful listening system. More intelligence (and potential for automated news gathering) could be added to this by using simple topic map techniques (e.g. annotating each post with 1 or 2 topics describing the business area/project, tone of each post, etc...)