Lately, I have been thinking a lot about the Chevrolet Nova. Not because it was a classic automobile, but the myth of its poor sales record in Latin America. You may have heard the story. Allegedly, the Nova did not sell well in Latin America because translated into Spanish, the word Nova means “no go.” The story is false, of course, but it serves as a useful metaphor for the perils of poor communications, especially the concept of speaking past one another. This is a classic situation, where one’s message is totally misconstrued by the other. I suppose I am thinking more about this issue as it is prevalent in the culture. It is also an issue when communicating with clients, colleagues, friends, and family.
Closer to home, I had a discussion with one of my colleagues, whereby I interpreted his comments to be completely opposite of his intended message. Furthermore, he was taken aback, shocked even, by my negative reaction. To be fair, he could have been more concise and framed his message better. And, I could have asked a few more questions for clarification. The situation could have escalated beyond control, but our client arrived for our meeting. This gave us time to focus on other matters and decompress. Subsequently, we worked through the issue and addressed our failure to communicate.
In a recent discussion with another consultant, I was asked what I thought was the biggest challenge facing businesses today. Almost by reflex, I told him it was about messaging: is my brand message resonating with my clients? Do I fully understand the problem my client is looking to solve? Am I tuned into the big message the market is sending?
The NFL player protests is a perfect example of this phenomena. In this case, it appears that the biggest loser is the NFL Brand. Brands are fragile: consider the plight of Arthur Andersen which was ensnared in the Enron scandal during the recession of 2001-2002. The common wisdom at the time was that Arthur Andersen could not be trusted and as a result, their clients went elsewhere. When the dust settled, Arthur Andersen was exonerated, but the damage was done. Arthur Andersen is out of business. Andersen Consulting lives on, however, re-branded as Accenture.
A Ted Talk regarding skills required for employment in the future caught my attention. The speaker proposed that soft skills would become more critical for employment, particularly communications. This makes sense to me. As more and more processes become automated the value of interpersonal skills will become more important. Communications skills are the heart of interpersonal skills.
Stephen Covey speaks to the importance of understanding the other’s point of view. In his book The Seven Habits of Highly Successful People, Covey agrees that communication is the most important skill set and that listening is the key to effective communications. He notes that “most people listen with the intent to reply, not to understand.”
Covey says that “because you so often listen autobiographically, you tend to respond in one of four ways:”
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Evaluating:
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You judge and then either agree or disagree.
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Probing:
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You ask questions from your own frame of reference.
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Advising:
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You give counsel, advice, and solutions to problems.
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Interpreting:
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You analyze others’ motives and behaviors based on your own experiences.
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With kudos to Napoleon Hill, when coaching my consultants I espouse the value of asking why, at least three times, more if necessary. By asking for clarification and the basis of one’s beliefs, eventually, you will arrive at the root of the issue to begin formulating a viable course of action. Focus on understanding the message you are receiving before offering your opinion.
What about marketing communications? Does your brand message resonate with the customer? Whether you are a job seeker looking for a full-time situation; an independent consultant looking for your next gig; or a business trying to attract new customers; your message must be clear and concise. Often referred to as a value proposition, or positioning statement, an effective brand message will lead the prospect into a discussion about your ability to solve her problem. No matter how brilliant you think your message to be, you must continue to validate its effectiveness. Ignore this message at your peril.
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Jim Weber, Managing Partner
Author of: Fighting Alligators: Job Search Strategy For The New Normal
Current Assignments
1. COO- Atlanta-based Casual Dining Restaurant Company – New
2. Controller – Atlanta-based Consumer Products – Digital Company – Completed
3. Director of Biz Dev, Atlanta-based B2B Professional Services Company: Completed
4. Payroll-Benefits Manager, Atlanta-based Retail Company: Complete
5. Senior Accounting Manager – Atlanta-based Manufacturer. Complete
6. Controller – Atlanta-based Restaurant Company: New
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