I've already noted my kudos on BzzAgent's corporate blog transparency. And they seem to be continuing the trend (via Brand Autopsy):
I am not alone in my skepticism for the buzz-worthiness of this BzzAgent One of Card [a new client's] campaign. Since initiating the campaign, BzzAgent has received inquiries from their field of BzzAgents questioning the motives and the genuineness of the campaign.On the BzzAgent blog, Dave Balter, the founder of BzzAgent, replied by explaining the thought process behind deciding if the One of Card was (a) buzz-worthy and (b) consistent with the values of the BzzAgent business.
His reply is fascinating and well worth reading. One has to respect Dave’s transparent look into the BzzAgent business.
The end result is that BzzAgent did listen and incorporate the feedback. Most of us have no problem talking to customers...but are we really listening?
BzzAgent's CEO was able to have an open, honest exchange with customers. I've noted that PR could be invaluable in coaching clients on transparent conversations. And when PR has the direct relationship with influencers "providing feedback internally as to what the influencers really think and feel (versus solely trying to spin or defend the feedback without listening, learning and incorporating it)."
Not all of us need this coaching in 'fierce conversations' (i.e. authentic communication), but I'm all for continuous improvement myself. I'm always looking to raise the bar of the authenticity and straightforwardness in all my relationships.
There are an alarming number of marketers whom are entirely too defensive, as David Wolfe of Ageless Marketing noted today. Much defensiveness comes from overattachment to the product - we've become wedded to it. And/or we think it's an extension of ourselves - nearly part of our identity - and so feedback becomes practically an assault on us personally. If we're being honest, I certainly don't like to feel judged myself.
If you find yourself becoming defensive (or reacting instantaneously) the next time someone offers constructive criticism, don't jump in with a response immediately. Soak it in particularly if you noticed it really irks you. After you've watch your feelings subside, you can turn over like stones all the the comments, suggestions, or criticism.
Allow yourself to be curious. Simply be curious - you've never seen a stone like this before. I usually find at that point I'm better able to objectively sift through the feedback and find the real gems.
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