Remember the old adage, “Talk is cheap”? The truth is if you don’t talk, it can be very expensive. A recent Harvard Business Review article on a “Comprehensive Business Case for Sustainability” says:

“Much of the strategic value of sustainability comes from the need to continually talk with and learn from key stakeholders. Through regular dialogue with stakeholders and continual iteration, a company with a sustainability agenda is better positioned to anticipate and react to economic, social, environmental, and regulatory changes as they arise. When firms fail to establish good relationships with their stakeholders, it can lead to increased conflict and reduced stakeholder cooperation. This can disrupt a firm’s ability to operate on schedule and budget.”

For a client of ours, to learn more about what a particular customer group’s deeper motivations and desires were in relation to environmental issues, we conducted a series of video insight interviews with them. This process led to a goldmine of understanding for both our client and their customers, which resulted in a larger roundtable discussion and shared community project targeted for this Spring. Hence “regular dialogue with stakeholders and continual iteration” is the path we’re trekking. More on this as it transpires…

What we’re learning? Talk to your customers or clients and be prepared to listen. Yes, listen. A simple nod will just not do. Your authentic attention will pay big dividends. But only if you mean it.