The Signature of Mediocrity
Today was Day 1 of the 2010 Global Leadership Summit. The summit is a must-attend conference in my yearly schedule.
Jim Collins spoke this morning and something he said really resonated with me:
“The signature of mediocrity is chronic inconsistency.”
For a long time, I have felt that churches accept mediocrity in their communication. Churches have the greatest story on the planet to tell but often are horrible storytellers.
Shouldn’t we best the communicators? Shouldn’t we ensure that we tell this story of Jesus clearly, effectively, and with passion?
Collins hit the nail on the head! The reason our storytelling is often mediocre is because we are chronically inconsistent. We are afraid to plan our marketing and communication strategically. We are afraid to spend money on tools that will tell the story with excellence. We are afraid to spend money to enhance the story creatively. We are inconsistent.
Marketing is not a quick fix. It is a journey. We must think about what we are trying to communicate and to whom. We must package it clearly and creatively to be effective. We must leverage every communication channel we can. Once we have taken the time to strategically craft the message we must be consistent. We can’t fire in all directions. We can’t “shout-out” chaotically. We must have a plan, a strategy, tools, and timing.
Then, and only then, will churches leave mediocrity behind and become effective and excellent storytellers.
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