“Not every word carries weight. Not every voice deserves attention.”

This reflection from Ermal Beqiri, founder of Soft & Solution Group, comes from a simple yet meaningful daily moment. Recently, his office welcomed two unusual “colleagues”, Zeus and Hera, two colorful birds who have brought energy, sound, and a completely new rhythm to the workspace.

Their constant chirping fills the room with noise, but in that noise, a thought emerges: so many sounds, so little meaning. It mirrors what often happens in both our personal and professional lives. There is no shortage of voices, but real substances are often missing.

In today’s reality, where conversations are loud and words are many, we sometimes forget to listen to what truly carries meaning. Much like in an atom, where most space is empty, our communication often holds more emptiness than substance.

But that emptiness plays a role. It makes room for what matters to take shape. Because when it’s time to build something that lasts, the ones worth listening to are often those who speak less but think more.

According to Ermal Beqiri, this is one of the most important skills a professional can cultivate the ability to recognize the voice that carries real weight among the noise. In a world that speaks constantly, sometimes the strongest move is to simply listen.