One of the lessons of last week’s U.S. elections was that message matters. That lesson is applicable to any new leader onboarding into any new organization. If you’re the new leader, get your message right and drive it with everything you say and do. If you’re helping a new leader, push them to discover and leverage their message.
The best transformational messages have a headline or rallying cry that brings together three components in the minds of those hearing the message:
1) Why I can’t keep doing what I’m doing.
2) How I’ll benefit personally from the change.
3) What I can do to be part of the change.
Why I can’t keep doing what I’m doing is the catalyst for change. Generally, it’s an external event that has enough impact to make people rethink things.
How I’ll benefit personally from the change is the personal benefit, the personal win that flows from the successful completion of the change.
What I can do to be part of the change takes the listener from victim to participant.
The core headline or rallying cry needs to be simple and focused. One word is best. Two is good. A simple, memorable phrase can work. Anything beyond that is too much. The rallying cry doesn’t need to communicate everything, but it needs to lead the way.
Barak Obama staked out and owned the word “Change” throughout his entire campaign. The word itself is relatively generic. However, he used it to signal: 1) Can’t have four more years of Bush (and McCain), 2) We’ll be better off as we share the wealth, 3) Take control: donate money, make calls, vote for me. Throughout his campaign, when he stuck with that message he did well. When he strayed, he did less well.
So find or craft your message and its headline. And stick with it. Message matters.
