Damian Skinner

In Part 2 of this Series we focused on the “Idea” itself and the sourcing methods for “ideas.”  When identifying groups, parties, and networks to make suggestions or to help solve problems, we are motivating others to contribute.

Let’s now take this to the next level – User Contribution.  Everyone likes to contribute, no matter how small or large the effort.  This usually begins with a very simple question – “What do you think?” Their “answer” is their contribution.  The more you encourage the conversation (with more questions), the more they contribute. You, in turn, gain a valuable resource.

Now You See It...

A business owner comes in contact with literally hundreds of “contributors” every day: Peers within the management circle, employees, vendors and most valuably, customers.  Without customers, there is no business.  However, without these other contributors, very little else would get done.  So what if you could “magically” turn ALL these people you interact with every day into valuable contributors.

The secret is in “value.”  Human nature thrives on it like a plant to water.  Water the plant very little, ignore it, and it will look neglected and wilted.  Move that same plant into the environment it needs to thrive, water it regularly, and watch it grow before your eyes.

Do I Look Like I'm Thriving?

People are no different.  Give us a little attention and you’ll soon find we ALL have something to offer and to contribute.  For some, this comes easily; but for most, it requires encouragement from others.  They are just waiting to be asked – “What do you think?”

Have I Seen You Somewhere Before?

This is where you can thrive.  Rather than sitting back, evaluating the “caste system” (we covered this in Part 1 of the Series) you have positioned into various departments, realize you have hired and positioned RESOURCES; “contributing” resources. Your management team and your employees were “people” first and came to work for you second.  They all have ideas, experiences, backgrounds and values different from yours.  Think about it – if we were all the same and we all thought the same, life would be pretty boring.

There is one trait, however that we ALL possess and fundamentally have in common – the need to be needed.  I’m not talking about “appreciated.”  (Although being appreciated is necessary for the relationship part of contribution.)  The difference is the significance of meeting one’s “need” creates the “value” we are ALL seeking.  Everyone, from the lowest person in a company to the owner, needs to know they matter; that their opinions matter, their contributions are needed and valued, and that they are significant…needed.

Lance Armstrong, seven-time Tour De France Cyclist Winner and a cancer survivor “Lives Strong” in Austin, Texas in a newly remodeled “open space.”  Rehabilitating a former warehouse allowed them to create a physical space where there are no walls, private offices, or barriers. could prevent the creative flow of ideas and valuable contribution.  Like the man, the Lance Armstrong Cancer Foundation is motivated by User Contribution.  (Read this complete article in the May 2010 issue of Architectural Digest.)

Death by Cubicle

Dissected office space, cubicles, private rooms, and hierarchy breed exactly what they are intended for – Zero Contribution and High Resentment.  We will never discover the significance or value of another until we ask them for their opinion, idea, or thought.  EVERYBODY has them!

Your most irate, belligerent customer could be one of your most valuable resources for valuable contribution.  How do you know? Ask them!  When an unhappy customer begins their tirade with everything you did wrong and why your product, service, or commodity did NOT work for them, your natural reaction is to be defensive…right? Of course it is!  No one wants to be yelled at; especially when you feel the other person is WRONG!

Unfortunately when we are being confronted, the “confront-or” has the floor and is “right” at that moment.  You, as the “confront-ee” and business owner, have A LOT to lose if you do not handle this escalating confrontation “valuably.”  Rather than “be” defensive, trying your best to defend your company, product, service (and ego); “BE” offensive and say nothing.

The very FIRST step in giving someone else “value” for their User Contribution is to LET them have their voice.  For the moment, “their voice” is a few decibels higher than normal, but they have the floor.  Elevate them, in value, by letting them continue.  Just listen.  Say NOTHING!  Several things are going to happen simultaneously…

First, because you are not in opposition to their tirade, they will “sub-consciously” elevate themselves in feeling important.  They just want to be heard; they NEED to be heard.  By saying nothing, you give them this value.  (Barrier #1 is down.)  Undoubtedly, if you are listening intently, they are telling you everything that is “wrong” with what they have purchased.  Make mental notes, but continue to say nothing.  Sub-consciously, they are now moving from “feeling” important to feeling significant.  You are not arguing back, so therefore, “you must agree”…  (Barrier # 2 down)

Are You Talking To Me?

This scene may go on for several minutes.  Let it.  You are the business owner with a positive strategy of turning this “customer” into a client.  (A customer buys once; a client can’t live without you!)  While they are sub-consciously moving from feeling “important” to “significant” in their own mind, YOU are “consciously” moving from “negative isolated incident” to VALUABLE User Contribution.  They are a resource of contribution (although you don’t know what they are contributing yet!) that you need and, by your silence, you are cultivating a life-long, valuable resource.

Eventually they will calm down, stop talking long enough to breathe, and now it’s your turn.  Don’t feel compelled to fill the space.  Simply say, “I’m sorry this happened to you.” (Barrier #3 down)  By empathizing with their “feelings” you have helped them “matter.”  Up to this point, you have said only 7 words, but they are the pivotal 7 words you can now build your valuable User Contribution with. Your next question begins laying the foundation – “What do “you” think I should do?”

Why Yes...I Can Hear You Now

LISTEN! – LISTEN! – LISTEN!  Once you’ve positioned the question, not only are you gaining potentially valuable new ideas for better market positioning, you are elevating their input from significance to critical input and contribution.  Their sense of value within your client/user base is now significant to them and priceless to future business for you!  Now imagine handling EVERY contemptuous situation with such professional grace.  Residual business will form its own identity.  Create the opportunity using conflict resolution as your newest asset – User Contribution!

In this Age of Information, content may be king, but it is the “movement” of that content that will retain the throne.

Information is moving around us all the time through the opinions, feelings, experiences, passions and applications of others.  Solidly absorbing these User Contributions simply by listening, multiplies your resources.  Directing the movement of these resources, giving credit to the person (or persons) of origin, grows an environment from valuable into invaluable.