Take Ownership written on yellow paper note

There is no faster way to influence others than knowing what message to deliver, and knowing how to own your message by making it personal.

Imagine this big moment for you and your company: You just rolled out your company’s core value proposition and it’s time to get 3,000 top leaders to own it and live it everyday. What do you do? Where do you even start?

Recently, the head of sales for a big client (8,000 employees) approached The BRIEF Lab to help do just that. The risk was real, but the payoff could be very big. If the message was confusing, complicated or long-winded, no one would understand it. They would tune out and and let the message die on stage.

But if the message was clear, logical and personal, people would get it very quickly. They would remember it and have clarity around how to own it.

Own Your Message by Making it Personal

In my latest podcast, titled “Owning a Message That’s Important,” I talk about the difficulties of getting team members to internalize a common message and make it their own.

Why are some teams successful at disseminating new information, while others struggle to stay “on message?” It has to do with making the story personal for each and every member of the team. 

In an article I read a few years ago in UX Magazine, author Sarah Doody explains how the creation process of great products is usually rooted deep in the life story of their creators.

“Before you decide how to tell the story behind your design you must decide why it needs to be told in the first place … before you can own the mind of the consumer, the idea must first own your mind — your story,” she writes.

But, how to get a 3000-person team to internalize the company’s value proposition so they’re all telling the same story? In this podcast episode you’ll learn:

  • What we mean by “core value proposition” — it’s not a script, it’s a story!
  • Why it’s so important to make it logical and personal.
  • Why it’s so important to get top leadership’s buy-in before rolling it out to the rest of the company.
  • How to unveil your message and take the first step to get top leadership on board – aka how to “own it”!

In business or other areas of life, the messages that make an impact are the ones that get through to the listener. And personal stories make an impact on your listeners.

I’m “Just Saying,” Subscribe to the Podcast!

“Just Saying” is relaxed, informal, optimistic and funny, and you can subscribe to it on iTunes or listen to episodes as they are released on The Brief Lab website.

If you enjoy it, please share and subscribe through iTunes so you’re always up to date on the latest episode! 

About the Author: Joe McCormack is on a mission to help progressive organizations master concise communication. Joe works with Fortune 500 companies and elite special operations units, is the founder of The Brief Lab and author of Brief: Make a Bigger Impact by Saying Less. Follow him on Twitter @TheBriefLab

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