What is Your Listening Price Tag?

The Dollars and Sense of Respecting Emotions

Photo by: Jeff Powers

"The art of effective listening is essential to 
clear communication,and clear communication
 is essential to success." 

- James Cash Penney

The founder of the legendary   retailer JCPenney would not recognize his namesake today.  I contend that his descendants in leading the department store may have forgotten - or considered quaint, trite, or outdated - what dear old J.C. said all those years ago.

Too many leaders have a troublesome tendency to hear, but not listen.  

And "leaders" can be found not only in business, but in social circles, politics, and even the family.  Listening forms the basis for success, no matter what the context or the specifics of the situation. 

Yet the JC Penney of 2013 finds itself in what some are calling its death throes, with creditors expressing concern, board members bailing out, and customers hopelessly confused.  And why?  My guess is because the company stopped listening. 

It applied a logic-based strategy as the foundation of a turnaround initiative.  They acted upon the notion - assumed, actually - that consumers like things as simple as possible, so JCPenney eliminated all coupons and sales.  It has since retreated from that practice, but the damage has been done and there may be no recovery.

The retailer's leadership failed to appreciate the fact that the decision to buy works from the same emotion-based platform as the best approach to living in general.  Namely, that people operate at the most elementary level from emotion.  They stick with what they know and like.  We evaluate intellectually but act (and buy) emotionally.  Emotion is where lasting and meaningful change begins, not logic and intellect.

Center for Victory helps our clients understand this basic, core, rudimentary principle toward achieving peace and balance in their lives.  As the JCPenney Company is now realizing, real financial ramifications can be at stake, as well.  They should have listened - really listened - to James Cash.

Be Well,

Eric