Listening - real listening - is difficult because it requires a real investment: of focus, and empathy, and time. Worse yet, it's not even clear what the payoff is going to be. (You have to listen to find out!) It's easier to leave it undone and move on to the next thing.

A great quote from the article, Listening is Hard from Good Experience.

When you call ChildBook, I'm the one who answer the phone and I find it extremely useful talking to customers. Some days the amount of time it takes is frustrating, but over the longer term I view this as a key competitive advantage of childbook of listening to our customer. Finding out what they care about related to Learning Chinese and doing our best to take care of them.

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