Everyone is battling for attention these days. Businesses want customers attention, customers want businesses attention. Colleagues want each other's attention, bosses want their team to pay attention. With all this vying for attention, is anyone actually listening? Most of us say we are, but maybe it's time to challenge ourselves. Vying attention is a skill just like any other. It takes practice. And in a world where content is king, it's no wonder everyone is more focused on what they're saying than on how they're listening. Channels that are meant to encourage conversation are too often a one way pummeling of information. Sometimes it's so over the top that it repels people. What's the solution? Maybe the way to stand out is paying attention, not seeking attention. Maybe listening pays off more than getting your point across. Think about it. At a basic level when you listen, people feel valued, understood, satisfied, and trusting. They're much more open when you have something important to say. It also makes you better at what you do. It increases productivity, prevents errors, and saves time. Stuff that really hits the bottom line. On a deeper level when you pay attention, you might discover the hidden problem your client is asking you to solve. An important detail that changes everything or the underlying context that remains unspoken. When you fail to listen, the cost is high. Communication breaks down and things go sideways. Deadlines are missed, budgets are busted, frustration abounds. Nobody wins. And let's be honest, even though we're talking about business, it's not businesses that listen. It's people. People understand. People take meaningful action. Of all heard stories of unhappy customers transformed into lifelong brand advocates because someone along the way stopped, listened, and responded. A bad experience plus listening plus meaningful action equals diehard fan. Pretty amazing. So what stops us from listening? Sometimes it's preconceived notions about the speaker or topic. Defensiveness, fear, or simple distractions. How often do we believe we're listening when all we're really doing is giving the other person a chance to talk. Listening is not about patiently taking turns talking. It's about desiring to understand. So how do we do it? Eliminate the obvious distractions so you can fully focus on the speaker. When you feel tempted to interrupt or your mind drifts, refocus. Encourage the speaker with open body language. Crossing your arms, tapping your foot, or looking at the clock make people feel rushed. Ask questions. Invite the speaker to share more. Be curious. During the conversation, instead of thinking of your counterpoint, think, what might I be missing here? Put yourself in the speaker's shoes. Empathize. Challenge your assumptions. Realize the speaker has a different and valuable point of view. Repeat what you've heard. It's amazing how often our existing knowledge and opinions shape what we hear. Just pay attention to paying attention. As that simple, it just takes effort. So let's challenge ourselves in really dig deep. Let's focus on listening and see what happens. It doesn't mean being silent. As an individual and as a business, you have to have a presence and a voice. Of course you have things to say. It just means listening first and more. Then what you have to say will be even more valuable. Developing a culture of listening happens one person at a time and it begins with us. Now.