Have you found yourself in a hole? Stop digging. You might hit a gas line, and that’s much more expensive than a few bad reviews on Amazon or Facebook.

Chances are you don’t need to put out any real fires just yet, but you may need to take a step back and ask whether the perception of your company or organization is reality. This starts with listening.

Listen well.

It’s easy when you’re passionate about your product to talk endlessly about its benefits and why everyone should have one. But now that you’ve talked for a while, start listening.

What are people saying about you? What are people saying about others in your industry? Listen to your customers. Listen to your friends and family. Listen on Facebook, Twitter, Instagram, Pinterest and the other social networks.

How can your company and your industry actually engage the needs you’re finding in the market?

In other words, as you’re listening, what other narratives are you picking up on? And what are some ways your company or organization might naturally align with those existing narratives?

Speak softly.

You’ve probably had the friend who always brings the conversation back to himself. No matter what they’re able to find some way of segueing to their accomplishments or their problems or their funnier joke. Good for them. Don’t be that way.

By “speak softly” I mean join the party, build your online presence through beautiful, responsive design, make your entree into the social sphere of Twitter, Facebook, etc., and let the quality of your company and communication speak for themselves.

Provide lasting results.

The value of people over profit will keep you aligned with these values, because you’ll never mistake profit for progress. Long term progress in any market results from serving the customer and their interests. It’s what helps you refine and create better products. And honestly it’s what will keep you going with your vision through difficult times. And in the end it’s what’ll give you and your customers a better story to tell.