Derek Scruggs

One of the big memes of the whole Web 2.0/social media phenomenon as it relates to business is the importance of listening. Stop talking about how great you are and start listening. To your customers, your advisors, your employees, the blogosphere – you get the drift.

But what do you do if they don’t say anything? When people complain about their computer catching on fire on their blog, it’s relatively easy to figure out what you need to do to fix it. And if they love you they’ll usually let you know that, too. But what if they’re just kind of, you know, “Meh.” Or maybe they have some sense that they want to do business with you, but aren’t sure where to start?

One thing I’ve learned the last few years is that listening often isn’t enough, because they don’t really say anything. You know why? Because first you have to ask them a question.

And during that time I’ve discovered a magical question that is useful in almost any situation: sales, customer service, dealing with employees, even job hunting. Here it is:

If I could wave a magic wand and make this problem go away, what would that look like?

Big whup, right? It turns out that it is.

I’ve found that asking this question puts the buyer/customer/employee into a different mindset. Instead of treating you as either a pesky salesman or a target for their anger, they start to envision a better future. Instead of you convincing them to buy your product or come around to your way of thinking, they tell you exactly what solution you need to offer to make them happy.

Of course, you won’t always have the solution. Sometimes they don’t need your product (or you may realize you’re selling the wrong product and start to make changes as a result). On the other hand, if you do have the solution, you don’t have to waste time talking about the 87 features & benefits because you already know the two or three that really matter to them. I’ve found that on a good sales call, the prospect talks at least 70% of the time (and they often thank me at the end for such a great meeting). They talk not just because they like to gab, but because I ask questions.

Or in the case of an employee, they may realize they’re working for the wrong company or that their request is unreasonable. I’ve gotten a lot of mileage out of this question with employees. Not only do they appreciate that I’m listening, they also realize that they are an active participant in the solution and thus more open to adjusting their own behavior or expectations.

In a customer service situation, they will be shocked that you even think this way. I can’t tell you how many pissed off people I’ve disarmed with this over the years. (Not that I’ve personally pissed a lot of people off, but you know how testy people can get in email they send to customer_service@yourcompany.com…)

A couple variations:

Sales: What do you need to see, hear or get a feel for to feel like you have enough information to make a good decision?

Business development: If I guaranteed to you that this will be a great partnership, in hindsight how would you know I was right?

Recruiting: What would make you feel like you made the perfect decision in coming to work for us?

Job hunting: I know the job title is [insert title here], but what are some of the specific results and behaviors that will let you know, in your gut, that you’ve hired the right kind of person?

It even works with your spouse:

What’s the one thing I could do tonight at dinner/on our vacation/while visiting the in-laws that would make you feel like I’m the perfect partner?

Try it and let me know how it works for you.

So I’m reading this article about how melting ice in Antarctica is raising the sea levels. Pretty scary stuff, but I got distracted from fretting about global warming when I read how they measure it:

The study, published in the journal Science, results from a new way of investigating Antarctica’s ice sheet by measuring changes in the gravitational pull of the continent – which corresponds to the total mass of its ice sheet – on a pair of orbiting satellites.

Emphasis added. They’re measuring changes in gravitational pull? Wow! We’ve come a long way since Galileo (allegedly) dropped stuff of the leaning tower of Pisa.

A couple months ago I was lucky enough to have dinner with one of the CU researchers whose team contributed to the Nobel Prize in Physics for 2005. (He was senior enough to have gone to Sweden for the ceremony.) He said that within 50 years or so the technology would be so advanced that a satellite would be able to determine whether someone or something is in a cave – like, for example, a bunch of jihadis hiding in caves in Afghanistan – by measuring changes in gravitational mass between orbits. Yowza!

Brad Feld (actually, his uncle Charlie) says “we need another Sputnik” to spur the next great wave of innovation, which in turn will keep us competitive with China and India.

I predict it will be something around alternative energy. There is absolutely no way China, which wants all the trappings of the good life in the West, can ever hope to achieve it on a carbon-based economy. Pollution there is outrageously bad, and all the cheap labor  in the world won’t buy enough oil for everyone there who wants to own a car. Even though they’re building coal power plants at an astounding pace, they still have trouble with unreliable electricity (and especially hot water) in even major urban areas like Shanghai.

The other thing is, though a lot of manufacturing is being done in China, they’re tremendously inefficient in their use of energy for industrial purposes. So if they are to have a hope of catching up with the West, they’re going to have to have different energy policies than what powered the West into and through the industrial revolution.

So they are investing a lot of R&D in developing new energy sources, and it wouldn’t surprise me if a shock-the-world moment like Sputnik – cold fusion, say, or 10x improvement in fuel cells – comes out of China or India in the next 10 years.

(And by the way, the demand for coal is killing miners at a horrific rate. Workplace safety and environmental protection are the sleeping  giants of the Chinese citizenry. If and when a democratic revolution takes place there, will be driven by specific issues like these, not abstract concepts like freedom and liberty which so seem to concern the West.)

This is pretty cool. I new NewsGator allowed you to post to weblogs. What I didn’t know is that NewsGator supports WordPress. Actually, it supports b2, but WordPress is an open-source spinoff of b2, so NewsGator supports WordPress by default. Try it yourself.

Leo Notenboom recently turned me on to WebDrive, and I love love love it. In a nutshell, it allows you to mount an FTP site as a hard drive, so your applications treat it just like any other hard drive. It’s very handy when editing HTML. Just open the file from the remote computer, edit and save just as you would for a local file. Now I do most of my editing directly on the remote machine, then synch them up to my local computer (mostly for backup purposes) using InSynch.

If you’re not technical, this will be over your head (it’s a bit over mine). But it’s a great read and really makes sense. Google’s engineers think at a whole ‘nother level from us mere application developers.