communicating vision and value
DESCRIPTION
Why do communication strategies often not work? How is a vision different than a mission statement? How can marketing materials, websites, and social media interactions reflect this vision? How can you tap into deeper emotion and motivation for donors, stakeholders, employees, and volunteers? This webinar will explore what is beneath and beyond strategy – how to become more digitally and operationally aligned with what matters.TRANSCRIPT
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Sponsored by:A Service
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Communicating Vision and Value
Todd Hoskins
January 31, 2012
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Sponsored by:A Service
Of:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
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Sponsored by:A Service
Of:
Affordable collaborative data
management in the cloud.
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Sponsored by:A Service
Of:
Today’s Speaker
Todd HoskinsFounder
Canopy Gap
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.Assisting with chat questions: April Hunt, Nonprofit Webinars
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Community Workshop
Communicating Vision & Value
Todd Hoskins
January 31, 2012
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What we are exploring today . . .
• The limitations of strategic thinking
• Explore the relationships between vision, mission, strategy, and tactics
• Being a more dynamic organization
• Tools for adaptive communications internally and externally
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About Todd
• Corporate technology for 8 years
• Grad school psychology• Startup technology for 3 years• Thrivability Strategist for 3
years
• “Engagement Architect”• Knowledge of networks• Adaptive systems• Human behavior• Provide structure and
process
• Consult and Coach• Social change agents• Education• Non-profits• Technology
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The communications triangle: sharp and linear
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The downside of linear business thinking
Mission
• Limitations of language (Cannot capture intangible value)
• Restricted “vision” (Exclusionary blinders)
Strategy
• The world is increasingly complex, and changing fast
• Rigidity – sticking to the plan – can be deadly
• Who gets to build the strategy?
Tactics
• Constituents can sense behavior-influencing attempts
• “Campaigns” or being “targeted” feel disingenuous
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Organizations as Living Systems
A complex system is a system composed of interconnected parts that as a
whole exhibit one or more properties (behavior among the possible properties)
not obvious from the properties of the individual parts.
Even the US military is undergoing massive change from a command and
control organization to a lightweight, leaderful, and adaptive system.
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The complex system inside us
vs.
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Getting to Vision
For the newly sighted, vision is pure sensation unencumbered by meaning.
- Annie Dillard from “Pilgrim at Tinker Creek”
Hit the targetConsistencyOn message
WeaveAllow discrepancyDiscover themes
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Tools for Envisioning
• Nature / getting out of cubicles
• Designing environments for serendipity
• Open dialogue
• Free association
• Active listening to all constituents
• Images & sounds
• Word / phrase clouds
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Both/and: Strategy and Agility
X 100
• Plan more frequently• Let all constituents
participate• Stories > Messages
• Prototype• Iterate• Structure the chaos
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How can we create value continuously?
Value is something we perceive, and although we try to
fix value in linear terms and control it through logic and
strategy, it‟s increasingly apparent that „value‟ has
dimensions beyond the fixed world of form and logic. To
understand value and the intelligence encoded in it, we
need to develop our innate capacity for going beyond
logic and form, a limitless capacity to learn and know
and create using „intangible intelligence‟.
- Marti Spiegelman
• Value cannot be fully measured – it’s
multidimensional
• Value is co-created : “Ideas are networks”
• Authentic organizations are comprised of authentic
people freely moving towards and around a shared
vision
• People are drawn to people living fully, and
organizations that are helping people live fully
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What does this mean for marketing?
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What does this mean for your web presence?
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What does this mean for social media?
Moving from rules to guideposts and guardrails
Push
• Announcements
• Special offers
• Feel good / look good
• Brand-building
• Targeted
• Safe
• Robotic
Pull
• Explorations
• Invitations for help
• Authentic
• Community-building
• Diverse
• Experimental
• Human
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Some sample questions
• What is inspiring us?
• What are we learning?
• What big questions are we asking?
• Who do we admire?
• Where are we falling short?
• What possibilities are emerging?
• What stories need to be amplified?
• What is valuable to us?
• What are we grateful for?
• What help is needed in our community?
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Polarity Management
Action
Yang
Logic
Planning
Tradition
Analytics
Doing
Privacy
Understanding
Yin
Intuition
Adapting
Original
Sensing
Being
Transparency
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Resources
Working in Systems
• Paul Krafel’s Upward Spiral video
– http://solseed.org/The_Upward_Spiral
• Thinking in Systems by Donella Meadows
– http://www.amazon.com/Thinking-Systems-Donella-H-Meadows/dp/1603580557
Envisioning
• David Bohm, Dialogue Exercises
– http://www.visualexplorer.org/downloads/Mediated_dialogue_Palus&Drath.pdf
• Wordle for phrase visualization
• Pinterest for imagery
• Marti Spiegelman, Visionary Skills
– http://www.entheosacademy.com/courses/Visionary-Skills
Feel free to contact me:
Todd Hoskins - @toddhoskins - [email protected]
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