Successful organizations listen really well - they listen to their clients/customers, they listen to their staff, they listen to their peers, they listen to their funders, and they listen to society as a whole. All of these groups possess information and feedback that can (and should) have a huge impact on how your organization operates now...and how it should operate in the future.
Let's be honest - ignorance doesn't fix problems. (See: housing bubble, teen pregnancy, Bernie Madoff) Listening to what others have to say about us and our programs is arguably the most reliable way to get anything close to an accurate picture of how we are doing. Are clients satisfied with our services? Does our staff enjoy working here? What are our colleagues doing to improve? Our competitors? What is public opinion on this subject? What do the experts in our field suggest?
Like many public health organizations, we have limited resources to meet a growing need in an environment that is largely indifferent (and, at times, antagonistic) toward our clients. Listening to what various stakeholders have to say about our programs help us to stay relevant, involved, and responsive to the needs of our clients, our staff, and our community. Listening helps show others that you really, truly care and it helps you identify what data to base decisions on so that you can focus on what you do best. (See how that all comes together so nicely?)
For the most part, Rules 1 through 4 have centered on what your organiztion can do from within; Rule #5 will turn the focus outside and take a look at what others are doing and how you can best fit in to the big picture.
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