​Stop Guessing, Start Listening 

 

As a former Chief Communications Officer with decades of experience—and now an adviser on organizational priorities—I’ve seen a push for companies to take a position on emergent topics. My advice: not so fast. 

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Smartly, companies have refined their ability to react swiftly in the external sphere. But in today’s accelerated world, speed isn’t the only factor; organizations are inundated by sheer volume—too many incoming issues or opportunities, too many platforms to monitor, and too many voices demanding immediate attention. 

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The pressure to act quickly often tempts organizations to skip gathering crucial insights to discern what matters. Rushing into an opportunity or response without understanding your stakeholders is far riskier than taking time to listen first. 

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It’s a simple equation—do we truly understand what our stakeholders need and expect, and are we well-positioned to deliver it?  How well are you delivering for your customers? Are your employees on the same path you are envisioning for your organization? Is the value you offer clear to your stakeholders?  

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The list of companies whose well-intentioned statements or actions in support of the latest cultural trend can trigger an internal or public backlash from another stakeholder group grows daily. Even Fortune 100 brands—armed with resources—stumble. Take the support of advocacy groups and issues as just one example. Too often, leadership relies on outdated research, anecdotal feedback, or instinct rather than clearly understanding why your customer chooses you, as well as other stakeholder perspectives. 

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Here are three actionable recommendations I know work: 

 

1. Pause. Aim for velocity, which is speed + direction. See the following two recommendations to solidify your direction. 

2. Prioritize listening. Seek out what drives, concerns, and motivates your main stakeholders: customers and employees. These insights are necessary to design your communications confidently and precisely. 

3. Prioritize the incoming through the lens of your long-term brand values. Focus on fewer actions in a substantial way that will move the needle. In addition, incorporate key internal stakeholder input to separate what issues are critical for your business and warrant a response and what may become a distraction.