Your business success depends on understanding and acknowledging what you know as well as what you do not know about your business.

This two-sided understanding process presents challenges for many entrepreneurs and small business owners who often have huge blind spots when it comes to their businesses. And, the four words that can almost always stop them from listening to advice, conversation, or comments are "I already know that."

As soon as someone says something that they have heard before, they will often hear an inner voice say "I already know that." At that moment, they tend to tune out and completely dismiss what is said next. That reaction alone makes these four words the most dangerous words in business.

So the best advice you can follow is when you hear yourself say "I already know that," stop and pay close attention to what is said next.

You may have heard the comments before but have you really listened to what is being said? More than likely, there will be a message for your business in the conversation. At the very least, ask yourself the question, "What am I not hearing?"

Or perhaps, you can acknowledge that you have heard this before. Then, ask yourself, did you use the information when you heard it before or did you dismiss it? Did you act on it? How can you listen to this from a different perspective? How can you listen with a different attitude? What can you learn from what is being said?

Regardless of what your inner conversation is, the next time your inner voice says "I already know that," stop and listen carefully to what is said next as you will probably hear something that you can use to positively impact your business.

I find that I have to remind myself to do this on a regular basis.