Listen

The word “listen” contains the same letters as the word “silent.” Surely, it’s just one of those cosmic coincidences, but I’m impressed by their interdependence. Especially when it comes to marketing – which is really just passionate storytelling. And, thanks to the Internet and social media, marketing can reach the level of an intimate conversation between a brand and a single consumer.

Here’s the thing about conversations, though. You aren’t really listening to someone if you’re busy preparing your response while they’re talking to you.

The most difficult part of storytelling isn’t knowing what to say or how to say it – it’s learning to be silent. It’s knowing the importance of discarding what you might have said in favor of what you discover about your audience.