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Digital Subscriptions > iScot Magazine > February/March 2019 > It’s all about trust

It’s all about trust

The old adage, you have two ears and one mouth, use them in that ratio, is still valid today

THIS MONTH we will be dealing with two separate but interlinked issues. How to work with people to gain trust and help them examine their own assumptions and worldview. Then we will examine why campaigning for a self-governing independent Scotland requires a different approach to what people know about campaigning in an election or indeed how spin-doctors use traditional marketing methods to develop brand and consumer loyalty.

We will look first of all at gaining trust. This part involves using questions and then listening to responses. Note that this has to be done face-to-face, surveys whether online or hard-copy are inadequate. So why should you use questions when you are discussing any topic with anyone? Well the easy answer is that in order to get to know someone’s views, feelings, priorities and worldview you need to listen to them. You cannot be listening to them if you are talking, particularly talking at them, as we have so often observed campaigners doing when they are attempting to discuss a topic with someone who may not share their views. It is easy to appreciate why people talk so much, many are very enthusiastic about what they have discovered in their research and are keen to share it with the world.

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