?In the survey, Moms are telling me anonymously, they?re losing their minds! And they need help from everyone, but especially their employers. They need different benefits, like direct access to childcare and mental healthcare. And they need really flexible schedules" I explained. This was on a call in April of 2020 with my former manager and mentor.
At the time I needed to turn Mom?s Hierarchy of Needs? from a blog, about my studies, into a business that generated revenue. I had planned to launch a research offering for organizations, to better understand Moms as customers. But she redirected me. And said, ?Well, this information would be really mission critical for Human Resources" Within a few days of that conversation, another colleague, provided similar feedback.
I thought back to how Mom?s Hierarchy of Needs started. After my second maternity leave, I burned out and was desperate to care for my health and career. So, the idea of using this research to change the workplace felt right. 85 conversations and 6 six weeks later, I launched version one of the Allies@Work practice.
You can use your own listening tour for anything. To find a better job, new career, or build a network in a different industry. I?ve even used this approach to solve problems in my personal life. Tapping the right group for wisdom is powerful.
Why a Listening Tour?
Pre-career, I worked my way through high school and college in market research jobs, before starting my professional life there. So, analyzing information to solve problems, is my jam. But over the years, I?ve refined this process to be more manageable for personal use. It can light up your path to what?s next. Although it?s flexible, it?s also iterative. So, prepare yourself to evolve your approach over time.
First, Figure Out Who Your People Are
Begin your own listening tour for any goal that you’re unclear about reaching. Whether it is launching a business, changing your career or job. For example, if it?s a new job, talk to people who are currently doing the job you want. Or to people who have done it in the past or those who hire for that type of job. If it?s breaking into a new industry, same. Talk to people who work in or influence that industry, to find your way.
Create a Target List for Outreach
When I started my listening tour for the business, I knew very few people in Human Resources. It was pretty much my former colleagues and the sister of a childhood friend. But that was enough for me to start.
Reach out people you know and promise them that it?s not a ?sales call.’ Explain you?re eager to learn about X, Y or Z topic so you can apply that learning in A, B or C way. Ask everyone, including friends and family, ?do you know people who work in X field who might be willing to chat with me"
Start With Social Media
Social media sites like LinkedIn, if your network already includes the people you?re looking for, makes it easier. But if you?re interested in doing something really different, like moving from Financial Services to run an ice cream shop, nonprofit or write a book, then you may have to look outside of your network for guidance.
Then, Industry Associations or Groups
Search for the industry associations, or events that cater to the audience you?re trying to reach. And consider attending some conferences or events, ideally local ones to start. Meetups are still happening in most communities. And if you ask on the playground, or via the local Moms and parent groups, you may be surprised to find someone working in the space you?re interested in.
Networking Meetings Can Also Help
If for example, you?re eager to meet leaders in the healthcare industry, or you?d like to grow into a new role within the nonprofit you are part of, consider local associations. Many of the Chambers of Commerce, or other regional associations will have a wide range of industries represented. And they schedule frequent virtual or in person events across topics.
But Traditional Networking Isn’t for Everyone
There are many introverts among us and networking can feel forced. But even if you enjoy networking, most of us are busy and events tend to happen at un-family friendly hours. Like early mornings and evenings. But women?s networking groups can feel quite different. The vibe is often very generous and open, and the hours are more likely to be family-friendly. You might find one through your alma matter, employer?s industry connections, or from searching online.
Figure Out What You Need to Learn
Create a short list, ideally 3 to 5 key things, that you need to figure out. And ask very open ended, broad questions to try to get the heart of what you?re looking for. Some of my favorites include, ?if you were waving a magic wand to solve this problem, what would that look like" Or ?if you could achieve only one of your key objectives this year, what would it be" Dig in to get more context. For example ask, ?how would it happen? What time frame would it take" If it?s product related, ask ?what would it cost" and ?How would you know that it?s working" You?ll be amazed by what you learn.
Respect People?s Schedules
When you begin making connections, promise to keep the calls to 20 or 30 minutes. Most people are extremely helpful but busy. So, keeping the time short and honoring the end time when you?re on calls makes it easier. And before that call concludes, ask them to recommend other people who might be willing to talk with you. Because you are likely to get referrals. Ask if you can use their name and reach out directly or if they?re comfortable making an introduction.
And Follow Up
Unfortunately, this is the part that tends to be the hardest. Following up with the people you?ve met with to thank them, then to thank them again for the introductions when those introductions lead to new calls, is a cycle. And this cycle of follow up and outreach is its own mini project.
So, be aware of that. And leave yourself space for follow up, which may mean starting with a smaller list of people. Because you will get much more out of the process if you follow up and stay connected with people to let them know what is happening. Analyze Your Results
Analyze Your Findings
Okay, you?re making moves and you?re loving the conversations. Your mind is filled with great insights and ideas to pursue. Once you?ve had at least 5 to 10 calls, just take a look at what you?re learning. What are common themes? What is different? Is there anything about the people, industries or context for those different comments you can learn something from?
Please note, this is very qualitative. So, it?s not like a big quantitative study with thousands of people, where you can make a big projection. Which is fine for the purpose of needing direction for your career shifts or another life challenges.
To Decide if You’re Going in the Right Direction
You?ll know it?s working if you?re getting the insights you had hoped for and feel like the path ahead is clearer. Is there an angle to the problem that you hadn?t thought about? Is there a way of approaching this new space that might be uniquely suited to your background, skills, passions, or identity? All of those things can disproportionately help you enter a new field with less risk and more joy.
Maintain Your Energy Through Change
Wait, you?re telling me to take care of myself too, with all of this extra work? Yes. And I say this with love, from a place of experience and solidarity. Give yourself time for reflection. That can be writing morning pages like Julia Cameron, a quick journal entry, meditation or five minutes of deep breathing. Whatever works for you is fine. Make time for movement every day, protect your sleep as much as you possibly can.
And Document Your Results
Capture what you?re learning in a way that you can rely on and revisit. It doesn?t have to be an elaborate ?Getting Things Done? styled system. But it can be something electronic, like your notes app, or an old-school notebook or spreadsheet. It can even be a CRM system like HubSpot, which happens to be a client of mine.
Any of those things can work, just figure out what suits your style. You can dial your listening tour up or down based on your other life commitments, goals and how quickly you want to achieve them.
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