Communicating Vision and Value


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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.

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Communicating Vision and Value

  1. 1. Communicating Vision and Value Todd Hoskins January 31, 2012A Service Of: Sponsored by:
  2. 2. Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 (866) 598-0430 info@cjwconsulting.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Todd Hoskins Founder Canopy GapAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Cheri J Weissman, CJW Consulting & Services, Inc.A Service Of: Sponsored by:
  5. 5. Communicating Vision & Value Todd HoskinsCommunity 31, 2012 January Workshop
  6. 6. 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
  7. 7. 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
  8. 8. The communications triangle: sharp and linear
  9. 9. The downside of linear business thinkingMission• 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
  10. 10. Organizations as Living SystemsA complex system is a system composed of interconnected parts that as awhole 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 andcontrol organization to a lightweight, leaderful, and adaptive system.
  11. 11. The complex system inside us vs.
  12. 12. Getting to VisionFor the newly sighted, vision is pure sensation unencumbered by meaning. - Annie Dillard from “Pilgrim at Tinker Creek” Hit the target Weave Consistency Allow discrepancy On message Discover themes
  13. 13. 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
  14. 14. Both/and: Strategy and Agility X 100 • Plan more frequently • Prototype • Let all constituents • Iterate participate • Structure the chaos • Stories > Messages
  15. 15. 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
  16. 16. What does this mean for marketing?
  17. 17. What does this mean for your web presence?
  18. 18. What does this mean for social media?Moving from rules to guideposts and guardrails Push Pull • Announcements • Explorations • Special offers • Invitations for help • Feel good / look good • Authentic • Brand-building • Community-building • Targeted • Diverse • Safe • Experimental • Robotic • Human
  19. 19. 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?
  20. 20. Polarity ManagementAction UnderstandingYang YinLogic IntuitionPlanning AdaptingTradition OriginalAnalytics SensingDoing BeingPrivacy Transparency
  21. 21. ResourcesWorking in Systems• Paul Krafel’s Upward Spiral video –• Thinking in Systems by Donella Meadows –• David Bohm, Dialogue Exercises –• Wordle for phrase visualization• Pinterest for imagery• Marti Spiegelman, Visionary Skills – free to contact me:Todd Hoskins - @toddhoskins -
  22. 22. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: