Do the Words We Use Limit the Solutions We Create?

by: Will Mancini

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Uncaging vision involves meticulous articulation. 

Every single word, metaphor or story that drives your vision must be carefully created if you want to have a stunning impact.

As Deborah Mills-Scofield, writing in HBR.org recently said:

Language is paradoxical.  In some ways, it doesn’t keep pace with the rate of societal and technological change (e.g., TV show, carbon copy) and in others, new words are created almost daily in response to our fast-changing world (e.g., selfie, MOOC).  There is a balance between using the past to understand the present and guide the future, on the one hand, and on the other, creating something fresh that leaves the old behind.  We need analogies to understand the new (e.g., horseless carriage) yet they also hold us back by it constraining our thinking (e.g., horseless carriage).

So I have a challenge for you. Watch your language and the language of those around you.  See what words you are using and how you’re using them. Do they help you and your organization move forward? View the world differently? Open your mind to new possibilities? Or do they constrain how you view the world?

And when you change the words, does the world change as well?

Recently, I ran into a new church planter in my hometown Starbucks. He thanked me again for writing Church Unique and was enthusiastic to share the results of their arduous process of walking the Vision Pathway found in the book. I was stunned by the clarity and eloquence of his mission to “make true disciples by being true disciples.” The name of his church is “One Life Church” and their living language vision is spearheaded by the rallying cry
“Now, we really live.” I left that day greatly encouraged that another “everyday” pastor was pressing into and wrestling through the art of word choice. Another pastor was becoming a skillful visionary.

My favorite way of capturing the thrust that language matters is found in the phrase: “Words create worlds.”

So if the words we use as leaders do indeed create worlds for our followers, what, may I ask, are you saying?

Want to learn more about the importance of language in communicating your vision? Connect with an Auxano Navigator.

Read more from Will here.

Tags: Attention, Awareness, Language, Will Mancini, Words create worlds, articulation, words

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Three Branding Strategies for Your Church

by: Will Mancini

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In 2004 the marketing guru David Aaker, published a book entitled Brand Portfolio Strategy, in which he describes a tool called a “Brand Relationship Spectrum” to help simplify the world of brands when companies steward multiple products or services. Revisiting his book will help us create a very simple, three-part language for church leaders. Understanding these basic strategies can have a profound impact on how your church communicates.

But before moving on…Even though, the “b-word” can be lead to resistance from the church crowd, it shouldn’t. Branding is simply how your church builds relationships with communication tools.

The genius of tool is represented by two terms that Aaker used to coin the ends of the spectrum.  On one end of the spectrum he identified a strategy called the “Branded House” to describe a company like Apple, Harvard or Cisco, where one unified brand is the sole driver for many products or services. For example, Apple creates products like iPhone, iPod, iPad, iTunes, etc., but they are driven primarily by the Apple master brand. On the other end of the spectrum is the strategy of the “House of Brands” to describe the diversity of stand-alone brands that all belong to one relatively invisible company like Procter & Gamble or Yum Foods. For example Yum brands represent, KFC, Pizza Hut, and Taco Bell. But when you eat at these establishments, you don’t encounter the master brand at all.

Most ministries, however, live between the two ends of the spectrum- somewhere between “Branded House” and “House of Brands.” Therefore we name the third way- in the middle- as “House Blend.” This in-between language was created by a friend and brilliant dude, Armando Fullwood.

Here is how Armando explained the House Blend:

The “House Blend” – This is an architecture based on the development of sub-brands with the added credibility of the existing parent brand. Google, for example, started as a search engine then continued to establish the primary brand through offerings such as Gmail, Calendar, and Maps. Eventually, they began to acquire other, smaller tech companies such as Blogger, Picasa, and YouTube. These acquisitions maintained their existing brands but gained credibility through the primary brand of Google.

Another example, is Nabicso. They own many retail brands that consumers recognize like Wheat Thins, Ritz, and Triscuits. But you will see a master brand visual from Nabisco on a box of Wheat Thins in the upper left-hand corner (you can probably picture it.) That would be an example of the House Blend strategy.

Now the key to naming these three strategies starts with evaluating your church ministries. Most churches drift toward a house blend or a house of brands too quickly. Armando offers some initial insight here:

Smaller organizations that are still focusing on gaining market share need to choose the architecture that will help them grow the fastest. A “House Blend” is most often the wrong choice in these cases. House blends thrive on the credibility of the parent brand. If a smaller company has a product or service that they would like to introduce into their existing structure, it’s usually a good idea to create a sub-category of their existing brand rather that creating a new brand for that product or service. This makes a “Branded House” architecture an excellent choice.

Also, non-profit, experience-based organizations such as churches thrive on branding simplicity. For example, in a church with multiple ministries it can be tempting to create a new brand/logo for each division (House of Brands or House Blend). However, this creates internal competition. Each brand begs for attention from the attendee and struggles to be recognized as “part” of the main brand. Many times, each ministry feels the responsibility to develop their own brand, which can consume an enormous amount of energy. Instead, try focusing on your main brand and simply categorizing ministries under that brand. For example, if Faith Church has a children’s ministry, it wouldn’t have it’s own name…it would simply be the “Faith Church Children’s Ministry”.

In the rest of this series on branding, I will continue to unpack key questions around church communication and illustrate what brand guidelines should like for different churches. We will address questions like:

1) Why do churches tend to fragment their message so much?

2) What about the missional church? How does branding apply as it sounds so “corporate” and old school?

3) How do you know when its time to launch new ministry sub brands in a large church?

4) What does a well developed communication and branding strategy look like?

Read more from Will here.

Would you like to learn more about branding for your organization? Connect with an Auxano Navigator and start a conversation with our team.

Tags: Awareness, Brand, Branding, Branding Strategy, Will Mancini

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Five Common Mistakes Made by Leaders When They Speak

by: Thom Rainer

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Many of the failures in leadership are failures to communicate well. No matter how smart we are or how good our strategies are, they are doomed for failure if no one understands them.

In previous articles, I dealt with poor written grammar, so much so that some of my friends refer to me as “the grammar cop.” In this article, I deal with five of the more common communication mistakes made by leaders when they speak.

1. Poor grammar. Grammatical mistakes are not limited to written communication. They are much too common when leaders speak as well, including some leaders who are highly educated and in positions of great influence. The most common speaking grammatical error that I have noticed in recent years is the incorrect use of reflexive pronouns. For example the reflexive pronoun “myself” is used improperly in this sentence: “The award was presented to Janice, John, and myself.” The correct pronoun is the non-reflexive “me.”
2. Too much information. An audience can only absorb a limited number of facts in a given presentation. Some leaders attempt to cover a multitude of items, leaving the hearers bored, confused, and frustrated. Speak to the essential issues and provide supplementary written material if necessary.
3. Too many visuals. PowerPoint and other visual aids can be either a help or a hindrance to a speaker. Too often leaders try to put too much information in visual aids. At that point the aid becomes a barrier to communication. Consider having no more than one visual aid for each three minutes of speaking. You might be surprised how much the retention of your listeners improves.
4. “Insider” language. Acronyms should be banned from speaking presentations. At my organization we have one acronym for every molecule that exists in our building. Those who are on the inside may think it’s okay to use acronyms with other insiders. The problem is that the pattern of speaking develops into a habit that will creep into external presentations. Indeed, good speakers avoid acronyms and insider technical words unless they are clearly explained to the audience.
5. Insufficient pathos. Aristotle divided the means of persuasion into three categories. Ethos is used to establish the credibility or character of the speaker. Logos means persuading by reasoning or logic. Pathos means persuading by appealing to the readers’ or hearers’ emotions. Too few speakers attempt to speak to the hearts of the audience through personal illustrations, humor, or captivating stories. As a consequence, the presentation is often deemed dry and boring, regardless of the quality of the content.

I continue to be a student of effective communication. I still have a long way to go. What could you add to this list? What stories or examples do you have of either effective or ineffective speaking?

Read more from Thom here.

Do you need help with your communication skills? Connect with an Auxano Navigator and start a conversation with our team.

Tags: Attention, Awareness, Communication Mistakes, Mistakes, Thom Rainer

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Using Definition and Repetition in Your Leadership Language Helps Keep Your Culture Steady Against the Winds of Change

by: Eric Geiger

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When the winds of change blow against your church culture, what keeps it steady? The visionary leader cares too much about the message to let it just blow in the wind, unattended.

Wise leaders understand the importance of words.

They grasp the importance of language in describing the culture of the organization and the direction she is headed. But the role of a leader in relationship to language does not end when the doctrinal statement is finalized. It does not end when the mission and values are clarified, placed on a wall, and boldly declared. Leaders must continually remind people of the meaning behind the words, behind the language that is essential to the organization. The important words need definition and repetition.

• Words need definition

Words must constantly be defined, or the words will lose their original intent and begin to mean different things to different people. Language drift often occurs as people in an organization learn the desired or accepted organizational vocabulary and use those words as taglines in an attempt to give credence to just about anything.

For example, if “community” is the current focus for a local congregation, a leader can add “community” language to any initiative or event to give it credence. Similarly, if “customer-centric” or “narrowing the focus” are the latest buzzwords in an organization, folks can start to haphazardly use these words without understanding the intent and heartbeat behind them. Pretty soon, the words carry an array of definitions and lose their singularity and potency.

Unless there is constant definition of what the important culture-shaping words mean, there will not be alignment. In fact, if the important words are allowed to mean a plethora of things, if leaders don’t constantly define the words that are used, the language will only create confusion and a plethora of directions.

If you are a leader, it is important to define the important terms/words in the organization you are leading. If you hear words that are important in your culture being used in a way that does not match the original intent, some definition is necessary.

• Words need repetition

Some leaders run from repetition for the desire to always say something new and fresh. But wise leaders understand, as Max De Pree said, “Leadership is like third grade: it means repeating the significant things.” For example—because the gospel is the principle and essential doctrine of the Christian faith, Martin Luther stated “most necessary is it that we know this article [the gospel] well, teach it to others, and beat it into their heads continually.” Luther was clearly passionate about repeating the most important message continually.

When it comes to articulating a direction, I have learned that when the leaders are sick and tired of presenting and discussing, people are just then starting to grasp it.

Both definition and repetition are necessary.

Read more from Eric here.

Tags: Attention, Awareness, Eric Geiger, Leadership Language

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Fine-Tune Your Team’s Vocabulary to Shape a Creative Culture

by: VRcurator

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To  change attitudes and behaviors, it helps first to change the vernacular.   – David and Tom Kelley, IDEO

Language is the crystallization of thought. But the words we choose do more than just reflect our thought patterns—they shape them. What we say—and how we say it—can deeply affect a company’s culture. To spark innovation, it helps to influence the dialogue around new ideas.

David and Tom Kelley are the founders and partners in IDEO, one of the world’s leading innovation and design firms. According to the Kelley’s, IDEO’s favorite antidote to negative speech patterns is the phrase “How might we…?”  It was introduced to them by Charles Warren, now salesforce.com’s senior vice president of product design, as an optimistic way of seeking out new possibilities in the world. In a matter of weeks, it went viral at their firm and it’s stuck ever since. In three disarmingly simple words, it captures much of IDEO’s perspective on creative groups:

• The “how” suggests that improvement is always possible. The only question remain­ing is how you will find success.
• The word “might” temporarily lowers the bar a little. It allows you to consider wild or improbable ideas instead of self-editing from the very beginning, giving you more chance of a breakthrough.
• And the “we” establishes own­ership of the challenge, making it clear that not only will it be a group effort, but it will be our group.

Using this phrase is not just a matter of semantics. Thoughts become words, and words become deeds. If you get the language right, it affects behavior.

Defenders of the status quo often say, “We’ve always done it this way” or “Nobody does it like that.” With a series of “why” questions, an eight-year-old could disarm such defenses.

But adults sometimes forget the simple power of words.

Try fine-tuning your group’s vocabulary, and see the positive effect it has on your culture.

Adapted from Creative Confidence, by David and Tom Kelley.

Would you like help in fine-tuning your team’s vocabulary? Connect with an Auxano Navigator and start a conversation with our team.

Tags: Awareness, Creative Confidence, Culture, Tom and David Kelley, team culture

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Your Best Brand Asset is Understanding Yourself

by: Phil Cooke

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The world isn’t looking for a copy of an existing writer, musician, politician, CEO, or leader; they’re looking for someone new, innovative, and original.

Your job is to discover how your unique gifts and talents can differentiate you from everyone else.

You have no idea the number of people who call our offices each week asking us to “do the same thing for us that you did for your national clients.” They want to copy someone they admire, and they’re asking us to help get that story out there and get noticed by the national media. But they’ve got it backwards. There’s already one of those famous leaders. A new person needs to emphasize his or her unique differences.

Besides, each of our clients were unique and brilliant long before I ever met them. Probably the most powerful gift these leaders had was an understanding of who they were and what their talent and calling were about.

That’s something worth repeating: Probably the most powerful gift these leaders had was an understanding of who they were and what their talent and calling were about.

Having an accurate understanding of what makes you unique and different is absolutely critical. For many, an accurate understanding is obscured or undermined by a lack of professionalism, bad ideas, poor taste, inept leadership, insecurity, lack of people skills, bad assumptions, and more. These sorts of things plague many leaders today and hamper their effectiveness.

What makes you different from all the others competing for your position?

There’s even more competition out there within the greater culture. In today’s world, everybody competes. For media creators, product producers, sales professionals, and more–how can you compete with all the entertainment choices, lifestyle options, or new digital technologies that struggle for the limited time of the average person today? You may not have the resources, finances, or assets the competition has, but you can tell a better story, and the key to finding that story is discovering what makes you unique and different.

What could it be that makes you different? Perhaps it’s your unique communications style, your writing ability, your personality, or an expertise in an unusual area. Being different can mean many things, including perspective, content, skill, and delivery.

If competition from others is making it more difficult to get noticed, then perhaps you should consider a different niche. Some organizations have decided that because of duplication of services by other companies in the area, they should find a different way of doing their work or do it in a different place.

Hollywood is particularly good at this; studios track what other studios are developing so they don’t release a similar film. Corporations spend enormous amounts of money following their competition’s product development.

Even smart employees watch for potential changes in company staffing or structure to ensure they don’t get pushed out of a job because of duplication or competition. It’s not about conniving or cheating behind the scenes–it’s about being aware and sensitive to the future.

Ultimately, it’s all about authenticity. Being unique and different shouldn’t mean fake. In our efforts to relate to the culture or a potential customer or audience, we sometimes go over the top and end up conveying a message that’s obviously dishonest and far from authentic.

I’m told I was born with the gift of saying what everyone else in the room is thinking. Whether it gets me in trouble or not, I often feel compelled to talk about the elephant in the room that everyone else sees but ignores. That’s why this issue of authenticity is so important for me. I was born with a very sensitive BS button, and anytime a client presents an advertisement, website, TV program, or other presentation that smacks of insincerity, I light up.

I regularly meet people who live out others’ dreams and refuse to act on who they were created to be. What about you? Have you watched your boss so closely that you’ve started becoming more like him or her than you? Have you followed a celebrity to the point where his or her style is obscuring your own? Have you followed trends to the point it’s difficult to discover what’s really inside you?

Don’t become something you aren’t; developing a personal brand is about becoming who you truly are. It happens even in the best of ways. One friend got involved in raising money to build medical facilities in Third World countries. It was a great cause and she certainly could have spent her life doing worse. Ultimately, it wasn’t really her passion. But she put off confronting that fact for years because it was such a great cause.

The problem was–it just wasn’t her cause. When she finally had the courage to step out into something she was personally passionate about, she had already wasted years of productivity.

I know others who are trapped working in a company, church, or humanitarian organization who–although they do great work– are settling for second best in their lives. I can see they have so much more potential, but when I bring it up, they rationalize it with the importance of the cause, the need, or the great work they’re doing.

They’ve been sucked into a regular paycheck, or refuse to change because they’re not willing to risk taking a hard look at their lives, their gifts, and their future.

I understand, because I’ve been there.

Finding your honest voice in the middle of the madness is absolutely critical. But being absolutely truthful about what distinguishes you from the pack is a critical step to finding your identity.

Excerpted from One Big Thing: Discovering What You Were Born to Do by Phil Cooke. 

Read more from Phil here.

Phil Cooke, Ph.D. – filmmaker, media consultant, and author of One Big Thing: Discovering What You Were Born to Do; Unique: Telling Your Story in the Age of Brands and Media; and Jolt! Get the Jump on a World That is Constantly Changing.

Would you like to learn more about developing the brand asset called You? Connect with an Auxano Navigator and start a conversation with our team.

Tags: Awareness, Brand, Brand Asset, Brand Awareness, Clarity, One Big Thing, Phil Cooke

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Too Busy to Connect: Avoiding Invalidation in our Communication

by: Maxine Kamin

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Do we care about talking to each other anymore, or are we settling for mostly texts, emails, tweets, and similar electronic quickies?

We often think that quick communication saves time. This is true in some cases. But relying only on cursory communication runs the risk of misunderstanding, and a lot of hoopla about “what did she mean by that e-mail?” Once those questions get started, they take on a life of their own and end up as huge time wasters, not time savers, and the intent of the communication may be lost or so badly misinterpreted that trust goes astray in the translation.

Let’s regroup and think about the advantages of face-to-face communication, what might get in the way, and types of skills that promote cooperation even in difficult instances.

Face to face communication motivated by care and concern can be so meaningful. But meaningful discourse has a lot of components, many of which are ignored—often unintentionally—no matter how many training classes are offered on the subject of communication.

What does invalidation look like? How do we invalidate each other in our conversations?

Negative comments are remembered much more than positive regard. In the adult world, we may be thicker-skinned, but we remember. There are at least 10 common ways we often invalidate others every day.

>>Maxine Kamin, president of TOUCH Consulting, Inc., develops this idea in a free resource you can download here.

Tags: Attention, Awareness, Invalidation, Maxine Kamin

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Say It Again: You Can Never Repeat Your Vision Too Much

by: Steven Furtick

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And again I say unto you, it is easier for a camel to go through the eye of a needle, than for a rich man to enter into the kingdom of God.
Matthew 19:24

I find it interesting that Jesus would have to say anything again. You would think that the Son of God wouldn’t have to repeat himself for people to get the message. Once should have been enough.

But throughout the gospels there are instances where Jesus finds the need to say something again, and he then either builds on something he had said before or gives it a slightly different interpretation. It’s the same essential message. Only expanded, clarified, or taught in a new way.

I think Jesus knew something that every leader has to grasp: you can never repeat your vision too much. There isn’t a single leader who has cast their vision enough. No matter how many times you’ve said it, there’s always someone out there who hasn’t gotten it. Or someone who has lost it.

No one can hold onto any vision indefinitely without reinforcement and repetition. It doesn’t matter how compelling it is. Was any vision ever more compelling than the one Jesus laid out? Yet even he found the need to say it again.

And you’re going to need to as well.

People inevitably lose sight of why they’re doing what they’re doing. They get distracted by the practical realities of getting their work done. They lose the enthusiasm they had when the vision was fresh in their minds.

It happened to the disciples who were with Jesus day and night for three years. So it’s definitely going to happen to people you see for only a few hours a day. Or in the case of pastors, only once or twice a week.

This doesn’t mean you simply have to verbally state your vision or mission statement over and over to your people. You can repeat yourself without being repetitive. Find fresh ways to cast the same vision you have been casting for years. Explore new angles from which you can communicate the heartbeat of your church or organization.

You might have an incredible vision that has the potential to ignite passion in people’s souls and move them into action. Be excited about it. Be thankful for it. Never compromise it.

But it isn’t better than Jesus’. If Jesus had to repeat himself, what makes us think we can do anything less?

No matter how compelling your vision is, say it again.

Want to learn more about communicating your vision – over and over? Connect with an Auxano Navigator and start a conversation with our team.

Tags: Awareness, Brand, Repeat your vision, Steven Furtick, Vision

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Words Create Worlds – The Language We Use Shapes the Culture We Lead

by: Eric Geiger

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In his book The Talent Code, Daniel Coyle tells the fascinating story of some experiments that Stanford psychologist and author Carol Dweck has conducted with fifth graders in multiple settings.

The fifth graders were put into two different groups and given the same tests. After completing the first test, the first group was told, “You must be smart at these problems,” and the second group was told, “You must have worked hard at these problems.”

The subtle and small difference made a big impact.

In preparation for the next test, the children were asked if they wanted to try an easier test or a more difficult one. As a group, those affirmed for their hard work wanted the more difficult task and the opportunity to learn. Those affirmed for their intelligence wanted the easy test. Likely they believed intelligence was the chief value, and they feared losing their good standing, their identification as the smart ones. In another round of tests, more difficult in nature, the children who were affirmed for their intelligence gave up much more quickly than those who were affirmed for their hard work.

The students returned to the original test, and the “you must be smart” group scored 20% lower than they did at first. The “you must have worked hard” group improved their scores by 30%.

The point, according to both Coyle and Dweck, is the language “you must have worked hard” fosters motivation and a growth mind-set, while the language “you must be smart” fosters the belief that intelligence is fixed. The small change in language makes a profound impact.

In organizations, in churches, and in families, language matters. Many have said that “words create worlds,” and I have found the phrase to be true. As leaders, the language we use helps shape the cultures we lead.

The words you use to articulate your mission, values, and strategy are essential. You can use language as a powerful tool to bring clarity and direction to the teams you lead and the people you serve. Or you can, as many do, underestimate the power of language and create confusion without careful attention to the words that describe the direction of your organization.

Tags: Attention, Awareness, Brand, Eric Geiger, Language, Words create worlds

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5 Reasons It’s More Important for Pastors to Use Social Media Than Churches

by: Rich Birch

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When I first encountered Facebook it was when I was at a speaking event on a University campus that had access to up-start social network trying to take on MySpace. The student leaders we met with for lunch we’re talking about this amazing new tool for connecting with each other. It seemed like a fun “on campus trend” but never did I imagine the impact it would have on the ministry world.  How could a tool that made it easier for a group of students figure out which pub they were heading to impact our church?

My conviction is that pastors as individuals need to be on social media.  It’s more important that church leaders leverage these tools for ministry than churches use them as organizations. As a church leader are you using these tools as an extension of your ministry or are you still stuck on the outside of this trend wondering if it really can have any impact on your ministry? You need to jump in and get connected! Here a few reasons why it’s important for you to use these tool personally …

• Distant from Your People // If you are silent on social media you will increasingly be seen as aloof and disconnected as you refuse to be transparent to your community. Imagine a preacher who never told any stories about themselves? People will see you in the same light if you don’t use these tools.
• Personal Medium // 87 of the top 100 accounts on Twitter are for people not brands or organizations. These tools are designed to make personal connection with people. As a church you can leverage them … but they are meant for people to connect with individuals.
• Content Curation // Your people are out in the internet finding content of spiritual significance. Using social media to point to other sources of uplifting content is a part of your role. Equipping your people to follow Jesus can’t be outsourced to someone else … it’s a critical part of being a pastor. When you are silent on social media you are missing an vital opportunity to build up your community.
• Insight Into People // Church leaders live in a bubble … often everyone we know is a part of the church. If we don’t work intentionally at it we will become isolated from the world we are attempting to reach. Engaging in social media gives you insight into the lives of people around you. Listen and watch what people are talking about it … it will give you insights to be a better leader.
• Don’t Be Left Behind // Social media is moving beyond a fun tool for people to connect with friends to a critical communications channel. Not personally using social media is like refusing to have an email address or deciding that cel phones are too modern of a technology … you will become increasingly left behind by culture. You will lose influence.

It’s not about being cool … it’s about connecting.

Read more from Rich here.

Would you like to learn more about social media and other practices in the area of Church Communication? Connect with an Auxano Navigator and start a conversation with our team.

Tags: Attention, Awareness, Rich Birch, Social Media

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