My wife and I traveled to Europe a little over a year ago. I do not speak French, but nonetheless, in some quasi-attempt to respect French culture and language I tried to engage the locals in French first...even if only to ask if they spoke any English. I ventured a bit too far into the language one night while trying to order dinner at a local cafe. Speaking to the waiter with a weird combo of French & English, I later found myself being served two full plates of food - two entrees for just me - by a very confused looking restaurant staff.

Language is not easy. Even with someone as close as my wife I can find myself saying something that doesn't convey the message I set out to communicate. In business relationships this only multiplies. Many times I find myself answering what I think the solution is, even before I've really listened enough to fully understand what the heart of a problem might be. And that full understanding is the difference-maker between being served a normal dinner – or two entrees for one person.

Email only complicates the situation. As does defensiveness, fear, and personality differences. The world may be flat, but people are not. They are complex individuals.

More and more I am trying to ask questions first. More than listening, I want to really get it. If we start there, then trust builds. And trust is the mortar that holds relationships intact and creates opportunity for successful ventures.

Although not always easy, popular, or cheap, this is how to go about a solid branding endeavor. Meeting in person, spending time immersing oneself  in a brand, talking with customers, etc – these are all things that help us listen before acting…understand before executing.

And a little French might help sometimes too.

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