Why every leader should be writing

photo credit: Israel Andrade

If you are the boss, the CEO, the president, the business owner, the executive director, the person the buck stops with, then you might want to heed this advice: you should be writing.

Arguably it could be the most important facet of your leadership. Here’s a bulleted list of why:

• Your people want to hear from you – not just at the quarterly meeting or when things are getting tense. They want insights based on your years of experience, miles on the odometer, your wins and losses, your relatable stories of what they are challenged with right now.

• Your people want to know what’s working and what’s not, what the plan is and what direction the company is headed. Don’t assume they know this or will remember it. Remind them regularly.

• If your company’s mission, vision, and values aren’t well known, or if they don’t sound like you, or reflect how you lead or where your organization is going, it’s your responsibility to consciously connect the dots or redraw the lines so people get it. This is foundational to your writing and messaging. 

• It is a way to crystalize your thinking before you start communicating. Bullet points have their purpose, at the right times and venues, but they are not a substitute for writing with intention or communicating specifics.  

• You will  have a record of your messaging and what was shared; a written reminder of what has – and hasn’t – been said.

• You will be sharing stories (making you more relatable) instead of regurgitating talking points (making you come across as unauthentic). 

• You provide important perspective to data, trends, successes, and where things fell short.

• It gets what is in your head onto paper or screen where you can refine your thinking. Because your first draft isn’t your final draft.

• You begin articulating what you believe about business, leadership and success based on real-life trial and error, not someone else’s that is captured in a book.

• By communicating, first in writing, and then finding additional ways to bring those stories to life, you are consciously setting and reinforcing the culture. 

• Because every business challenge is first a communication challenge, and open communication cures many ills.

• Because bad news never ages well, and the grapevine distorts reality.   

• You will cast a shadow of what good leadership looks like by sharing deeper insights, plans and priorities.

• You will be building the archive; leaving a legacy and a blueprint. And you will be more attuned to the passing of time and the inevitable passing of the baton when the time comes (and it always comes).

WHAT THIS FORM OF WRITING IS… AND ISN’T.

This isn’t thought leadership or convincing existing customers and prospects that you have the pulse or unique perspectives on business. That is an entirely different endeavor, and something you might consider as well.

This is internal communication, the most urgent of business communication.

It is a function that might not exist or is relegated to a communications team without your regular input.

This is culture building by the chief culture officer – you.

This is the priority you might never have considered your priority.

This should be happening already. If not, you can start now.

If you don’t know how to start, let’s talk, and then start writing.

If you are already writing, make sure you have a person you trust to challenge, question, push you and, perhaps most importantly, call your bluff when necessary.

Bounce ideas off them. Determine what sticks and what doesn’t. Decide what’s worth committing to type and then sharing with others in various formats.

Because writing isn’t as easy as it sounds, and can come across in ways you never intended without a good edit.  

Even if you don’t see yourself as the writing kind, there are ways to get your ideas to paper/screen. But you must convey them out. Look at them. Chew on them. Own them.

Your people will thank you. The next generation of the business will thank you.

And you will have zero regrets articulating what mattered most during your time leading the people who helped propel the business forward. It is what success looks like when your team believes in, and acts upon, what you’ve chosen to share.

Before I Forget — Things I've Learned from My Mother's Dementia

Pay attention to the list (photo credit: Glenn Carstens-Peters)

I am not particularly good at making lists. I know what needs to get done and when, and only when the world feels like too much to handle do I feel compelled to write things down in checklist form. It’s a bit strange considering I write just about everything else down that comes to mind as a writer and creative.

But I’m going to strongly advocate for this list.

It’s one of the few that I have penned. I’m sure there are similar lists out there, but this one is mine. It’s well-worn and lived in.

And I’m sharing it because I think you can benefit from it – even if a loved one isn’t ill or disappearing in front of your eyes. It’s a different kind of list, one that doesn’t bring the kind of joy and satisfaction from checking the box. Each time I am reminded to turn to it, I think of the Avett Brothers Murder in the City where brothers Scott and Seth sing these final lines:  

If I get murdered in the city
Go read the letter in my desk
Don't bother with all my belongings
But pay attention to the list

Make sure my sister knows I loved her
Make sure my mother knows the same
Always remember there was nothing worth sharing
Like the love that let us share our name
Always remember there was nothing worth sharing
Like the love that let us share our name

And with that, pay attention to the list.

1.      Life moves slowly, often predictably; then it changes all at once. Recognize this as the rule rather than the exception. You’re not being singled out.

2.      Being right doesn’t matter. Showing love does. 

3.      Show up.

4.      After you’ve taken it personally, don’t take it personally.

5.      Listen. There’s a story to decode underneath the misidentified people and places. There’s a memory trying to rise to the surface.

6.      Ask for stories. Write them down. History is fading before your eyes. 

7.      Grief is not an event. It is a series of high and low tides that never cease.

8.      Costume jewelry can save a lot of heartache.

9.      Watch the film Alive Inside and see how playing music awakens the brain, reaches that far off part that remains uncorrupted. Tap the well that appears to be empty.

10.  Hide-n-seek is not only a kid’s game. Approach what’s missing with a kid-like curiosity and desire to find.

11.  Give compliments. Tell her she looks beautiful, how she reminds you of a special time.  

12.  Enjoy the silence. Sometimes presence is enough.

13.  Take walks. Slow is still active.

14.  Pull photographs before the funeral home asks. They are memory triggers for conversation, not just a five-minute carousel of a life lived.    

15.  She’s your parent, but his spouse. Same person, different interpretations. Remember and respect it as they would want you to do.

16.  Let her eat what she wants to eat. We’re no longer staving off anything.   

17.  Ask often: what really matters at this moment?

18.  Denial: don’t let it be the disease you suffer from.

19.  Making up for lost time, lost ground, lost arguments is unachievable. Making the most of the moment is achievable.

20.  Become an advocate for their health and well-being. This is as important with family members as it is with physicians.

21.  You are of little good to others if you are not taking care of yourself.

22.  This isn’t forever.

23. Find community. Grieve together. Lift each other up. Keep walking forward.

24.  This is a list for dementia, for Alzheimer’s. But don’t let that stop you from using the list. 

For nonprofits, winning by year's end needs to be a year-long effort

The “year-end ask” has been a staple of the charitable funding equation for years. Like retail, this is the season that can define the fiscal year. Black Friday – along with consumer-friendly initiatives such as Small Business Saturday and Cyber Monday – has recently inspired Giving Tuesday. Noble as this giving initiative is, it also finds itself strategically hamstrung as it falls on the heels of the nation’s biggest retail spending days in hopes that there is something left in the consumer wallet to support the greater good.

And that leads to a bigger, more strategic question for the charitable sector:

How can nonprofits connect effectively with prospective donors who might already be suffering from seasonal spending and donor fatigue?

Nonprofits can benefit from some of the same separation strategies that entrepreneurs and startups need to apply with investors and venture capitalist firms to gain funding support. It also requires knowing your audience, compelling them to action, and not relying on the calendar to spark donor interest.   

Following are five ways nonprofits can better attract, and work to retain, a loyal donor base:

• DEMONSTRATE CREDIBILITY & EXPERTISE. Entrepreneurs must demonstrate talent and expertise by identifying real business problems and offer solutions. Investors will admit that good ideas don’t get funded if the right people aren’t in place. If you’re relying on a track record of past successes or name recognition to carry your organization, it’s time to rethink how your people – your most valuable assets – are helping to drive successful outcomes.

• BE OPEN & TRANSPARENT. Investors demand regular metrics and details from entrepreneurs to see if they are delivering on their promise – and donors should expect similar consideration. Are you making it easy for donors to understand your impact? Is data relegated solely to your annual report? Proactively share your impact on both the financial and compassion meter regularly with your audience and take ownership for all that you do – even as you grow and learn to do it better.

• TELL COMPELLING STORIES – AND NOT JUST AT YEAR'S-END. What you do and why your organization is worthy of being funded needs to be part and parcel of every nonprofit story. It’s the organization’s responsibility to raise awareness as well as funding if meaningful change is to occur. So get personal. Share insights from individuals who benefit from or impact your organization’s work. Leverage video to bring those real stories to life for the donor. And strike a balance between successes and the emotional reality of what you’re facing. As you tell authentic and compelling stories, existing and prospective funders can see that progress is being made without losing sight of a need that demands greater attention.

• EMPOWER YOUR DONORS TO SHARE THEIR STORY – AND YOURS. Leaders and development officers will always serve as chief fundraisers, but they also need to be relationally engaged and recognize how their donors are being transformed, and then identify the right avenues to have them advocate from the heart and personal experience. This third-party validation of your organization's work often can reach and inspire a group of prospective donors that may never appear on a prospect list.

• BRAND PRESENTATION MATTERS. Donors will judge the book by its cover. Like it or not, perception matters. But today brand strategy and communication tools that enhance brand credibility are accessible to all, including those with limited budgets. If extreme frugality has been your branding and communication strategy, then carefully consider what your brand might be communicating before you ever get a chance to speak with a donor.    

While many charities hope to hit a home run on Giving Tuesday, some inevitably will strike out. But all can take a cue from Cal Ripken – baseball’s most reliable player to ever play the game – by showing up every day and finding ways to make an impact. In doing so, nonprofits can demonstrate to donors that they have compelling reasons to be charitable that trump the well-intended, once-a-year plea.    

Your organization’s story is unique. How are you making it compelling? And how is your year-long strategy taking the pressure off the year-end ask?

A version of this post first appeared on re:charity.  

Your brand needs internal feedback, not consensus

While it’s tempting to think that coming to consensus represents good brand ideas and communication concepts winning out and a team fully aligned, it’s often the case that consensus is a way to politely sidestep what people truly fear – conflict. But healthy debate should always trump the pursuit of benign alignment. It’s how you make the good idea better.

A COMMITMENT TO LISTEN

Leaders who value input do themselves a favor by asking others to voice their opinion and then listening carefully. In particular, people outside of their area expertise can provide helpful insights as they’re not immersed in the details of the work. These ‘fresh eyes’ can reveal a lot. Or sometimes nothing.  

However, leaders are not obliged to interpret this feedback as fact. And this is where many of us run afoul – attempting to adjust and please everyone at the expense of doing what’s best, right or strategically sound.  

Like it or not, we all come to the table with our own biases and preferences. We bring strong personal opinions that seep over and taint our professional judgment. As we evaluate marketing and communication initiatives, seeking consensus can be problematic as it can dilute the way the brand is positioned, how it communicates, and how it is perceived by the audience.

Perhaps you've had conversations around communication topics with this type of pushback:

BRAND DESIGN: “I don’t like that color.” “The typeface is too modern, too big, too small, too _______.”

MESSAGE:  “Do we have to say it this way?” “We’re too stodgy.” “We should be more playful.” “We should talk more about X and less about Y.”

MARKETING: “I don’t like our ads.” “We should be advertising more.” “Our website needs more videos.” “Our competitors are on Instragram so we should be there, too.”

I’ve seen brands lose their punch, watched messages get diluted of their power, and observed marketing campaigns that fell flat because consensus prevailed. The real problem with consensus is that customers are the ones who lose out. They don’t get to see, hear or experience unique brands being bold and memorable. Instead they encounter another brand that lacks differentiation in a crowded market.

Any strategic communication approach should come equipped with thoughtful rationale for brand development, messaging and content marketing, and the most effective ways to reach the target audience.

AN OBLIGATION TO LEAD

As leaders we must ask ourselves:

• Is this feedback pivotal or is it personal preference?
• Do we have a strong case for 'why' that can turn skeptics into believers?

For today’s leader to be an effective chief brand ambassador, there needs to be equal parts business acumen, deft communication skills and social psychology at work. Introduce something new, bold or challenging and rest assured it will take time for everyone to embrace it.   

So take all the feedback you can get. Sift up what’s valuable and adjust as appropriate. Lead with conviction and confidence. And then give it time.

Dare I call it consensus, but you just might be surprised how big the bandwagon gets when people see all of the brand pieces coming together.   

Does your brand need more calculated risks?

Ruts. We all get into them. The goal is to get out of them, quickly – and for a brand this can be especially challenging and often saddled with cost implications.

A common knee-jerk reaction is to do something big and drastically change things up. While this may be warranted in some cases, brand managers also need the green light from those who will foot the bill for shifts in marketing strategy. Having strong rationale in place to validate a change in approach can be the difference between an ill-advised leap and calculated risk.  

Taking a calculated risk doesn’t require relying on gut intuition. It’s about recognizing performance realities and probing the depths of creativity within the proper context. Consider the following as you push the brand envelope:

ACKNOWLEDGE THE SIGNS. Knowing when it’s time to part ways with a business as usual or we’ve always done it this way approach is critical. Few branding strategies are developed with the goal of maintaining the status quo. Examine your brand and determine if your content marketing is static. Are you sharing real insights or uninspiring information? Do events offer anything new or do they come off as old activities that have been recycled for a new calendar year? If you’re seeing diminishing returns, then it’s time to rethink your engagement strategy.  

EXPLORE YOUR BRAND CHARACTER. This doesn’t suggest you do something out of character. Every well-conceived brand should have a brand roadmap that also reveals brand characteristics.  And, much like people you’re trying to reach, you’ll recognize that brands are equally multifaceted. But chances are several facets of the brand personality have been overlooked for those that have taken priority. If your brand is in a rut, explore its character traits as they may offer ways to present the brand and its offerings in a fresh light and meaningful ways to your audience.  

KEEP IT IN CONTEXT. A calculated risk doesn’t mean ignoring strategy, data or your values. It’s also not about shock and awe. It simply means taking a different approach to reaching the same desired outcome. Keep focused on the main thing as you explore and test new ways of getting there.

GIVE IT AMPLE TIME & RESOURCES. This is true for existing strategies as well as new marketing approaches. While you may feel compelled to abandon a campaign that is lacking traction, first confirm you’ve devoted the right talent for the job, given it the proper time to work, and the opportunity to tweak or perform the necessary triage to salvage good ideas that haven’t fully come to life yet.  In a world that craves instant gratification, be patient. Your marketing budget just may thank you.

We’ve heard it before: no risk, no reward. Just make sure those risks are calculated. You’ll likely earn the opportunity to take more of them, especially when performance reaps the reward.