Just Listen: Discover the Secret to Getting Through to Absolutely Anyone
By Mark Goulston
Why this book?
I’ve recommended this book to people in sales, marketing, copywriting, and management, even though you’d never see it listed as a book about those topics. That’s because the most universal experience that people crave is feeling understood, and this couldn’t be more true for your customers.
Successful founders know the importance of listening to and understanding their customers, but very few actually approach the act of listening as a practice. Unlike business books that focus on artificial experiences like interviews and focus groups, Just Listen teaches the reader the power of truly listening as a tool and a skill that can be practiced.
The source of this expertise? A clinical psychologist who also happens to train FBI hostage negotiators. The same techniques apply across the board, and are shared in the book through interesting and surprisingly relatable stories, paired with specific and concrete exercises and techniques that you can try on yourself before trying on other people. I use many of these techniques on a daily basis running my businesses.
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