The 1st Mantra (Click to Enlarge)

This is the first in a series of articles focusing on the real-world implications of the Path of the Blue Eye.

Since I launched the Path of the Blue Eye project last month, I have had many great conversations with people from across the health marketing communications industry about the initiative.  As it turns out, people are very curious (and sometimes confused) about the Path of the Blue Eye.  They wonder what it’s all about and how it relates to health marketing communications. I’m happy people are intrigued, even if they are confused, as this indicates we’ve captured their attention.  (I also consider this an accomplishment, as we are living in the age of the Attention Crash.)

The Path of the Blue Eye operates on two levels.  The first is a fictional worldbuilding exercise meant to mythologize the work of health marketing communicators.  The second is reality-based.  In part, Path highlights habits and mindsets that will help people in health marketing communications become better at their profession.  I’m not going to focus on the fictional elements of the Path. Doing so would ruin the story.  Rather, I’ll talk about the real-world lessons we can draw from it.

The first mantra of the Path of the Blue Eye is: “There is a difference between hearing and listening.”  What does this mean?  Well, I wish I could say that in the bad old days, we used to talk at rather than with our “target audiences,” but I can’t.  Although social technologies are making it easier for health organizations to communicate in a more meaningful way, old habits die hard.  Many of us are still finding it difficult to speak in an authentic voice.  Speaking authentically means:

• Connecting our words to our actions
• Providing information that answers rather than raises more questions
• Walking in rather than on others’ shoes

Many people (myself included) tend to put a lot of focus on the tools currently available that help us listen more effectively to those we are communicating with.  However, over time I’ve come to believe this is the wrong approach.  Before we invest in the tools, we have to develop the habits.  We have to be willing to be selfless. We have to develop thick skins.  We have to be willing to defend our position or adjust it when necessary.  Most importantly, we have to be willing to be open.

Many of us are excellent hearers.  Unfortunately, few have become great listeners.  I’m still working on listening rather than hearing.  It can be hard, painful and bitter work.  Are you?

Read More from Walking the Path:

1. Explaining the Path of the Blue Eye: The Second Mantra
2. Explaining the 3rd Mantra and a Puzzle for Your Thoughts