Why Listening Is a Business Superpower, Not a Soft Skill

Dr. Niklas Richter · 2026-02-12

Let's be honest. We've all been in meetings where we're just waiting for our turn to talk. We nod along, but our minds are already crafting our response. We think we're listening, but we're really just rehearsing. That's not listening. And according to Evy Gruyaert, co-founder of All Ears, that distinction is costing businesses more than they realize. Evy spent 25 years in the media spotlight, but these days, she's not on screen as a presenter. She's behind the scenes, helping companies do something radical: actually listen. Her organization, All Ears, helps businesses structurally embed listening into their way of working. It's not about being nice. It's about being effective. ### The Listening Misconception We often confuse listening with simply waiting for our turn to speak. It's a passive act, a placeholder. Real listening is active. It's about understanding, not just hearing. Evy explains that for years, listening was her most important professional tool—long before she had the words or a business to describe it. It wasn't an empathetic add-on. It was the core method for better understanding, sharper work, and more sustainable growth for both people and organizations. Think about it. How many conflicts or project delays stem from someone not feeling heard?  ### Why We Get It Wrong Our brains are wired to fill in gaps. We hear a few words and immediately jump to conclusions based on our own 'backpack' of experiences. We assume we know what someone means. This mental shortcut saves time, but it destroys accuracy. - We mistake silence for agreement. - We hear criticism where there is only feedback. - We project our own fears onto a colleague's suggestion. This is where Evy introduces a counterintuitive idea: sometimes you have to slow down to move faster. ### The Power of Strategic Slowing Down "Why is slowing down necessary to move faster?" It sounds like a paradox. But creating intentional space to listen prevents costly misunderstandings. It builds the psychological safety and trust that are the real foundations of a strong company culture. Without that safety, feedback is just noise. Leaders often underestimate what it means to be "open to feedback." It's not about having an open-door policy. It's about what happens after someone walks through that door. Do they feel their input was genuinely considered, or just politely collected? > "Listening is the strategy you didn't know you were missing," Evy suggests. It's the thread that connects clear communication, employee retention, and innovative problem-solving. ### What Real Listening Delivers So, what does All Ears' approach concretely deliver for organizations? It transforms listening from a vague concept into a tangible process. It creates systems where insights from all levels are captured and acted upon. This leads to clearer strategies, more aligned teams, and products that better serve their users. When people feel heard, they engage more. They contribute more. They stick around longer. It turns out that the 'soft skill' of listening has some very hard, measurable impacts on the bottom line. It's less about holding hands and more about building a sharper, more resilient business. The next time you're in a conversation, try it. Don't just wait for your turn. Truly listen. You might be surprised by what you've been missing.