<![CDATA[As Greek philosopher, Epictetus once said, “We have two ears and one mouth so we can listen twice as much as we speak.” This sounds like something your mother may have said to you as a child when you were too busy back talking instead of doing what she said. However, with this logic -either Epictetus or your mother's- good listening can affect every aspect of your life, even business. Research shows that the average person listens at only about 25% efficiency. While most people agree that listening is a very important skill, most don’t take the time to improve their own skill set. We might focus on the mechanics such as nodding or eye contact, but a truly good listener goes beyond that. Since the purpose of marketing and advertising is to influence peoples’ perceptions and behavior, good listening should be at the forefront of business skills to master.