Book Review: Made to Stick

Made to Stick

Why Some Ideas Survive and Others Die

Chip Heath, Dan Heath – 2007

There is no question that one of the qualities of great leaders is the ability to articulate ideas in a way that makes them come alive. When this happens, people tend to follow the leader and her ideas. A few seem to have this skill at birth. For the rest of us, we can sigh a deep sigh of relief because brothers Chip and Dan Heath have written an instruction book which teaches us how to make our ideas be memorable and have impact—how ideas can be “made to stick.”

We used this book as a text for students in the collegiate leadership program I directed. To say that the book’s how-to principles dramatically impacted the ability of our young student leaders to communicate would be an understatement. Student presentations moved from mediocre to tantalizing. These students, some of whom were fairly ordinary on the surface, began giving speeches and presentations that were anything but ordinary. They made ideas come alive and they increased their own stature and charisma in the eyes of their audiences.

Nonprofit leaders are always needing to communicate in effective ways—to clients so they will want your service; to funders so they will want to give you money; to boards so they will be passionate proponents of your mission; and to the community to build political and social capital.

What this means to you:
If you want to improve your communication skills dramatically, get Made to Stick and learn how to apply its six principles:

Principal 1: Simplicity
Principal 2: Unexpectedness
Principal 3: Concreteness
Principle 4: Credibility
Principal 5: Emotions
Principal 6: Stories

Although this is a handbook of sorts, the Heath brothers have filled it with wonderful examples and stories that make the book very fun and easy to read and digest. I wish I would have had this book much earlier in my career. What a help it would have been. It is an absolute must for your bookshelf!

HUBRIS!!!

Here’s an exclamation point to my recent post on The Red-Flag Attitude about hubris and the toll it takes on successful people and organizations. It’s a short but powerful article by Chicago Tribune columnist Phil Rosenthal. He starts with a powerful example from the private sector, but everything he writes applies equally well in the nonprofit world. The more successful you are, the more you should find a minute to read this: Hubris strikes again.

The Red-Flag Attitude

One of my favorite quotes is this one by Suzuki: “In the beginner’s mind there are many possibilities, in the expert’s mind there are few.” When an organization and its staff members become experts in the organization’s field, there is a big danger of what I call the Red-Flag Attitude. This is an attitude that can take over the culture of a successful organization and should serve as a major red flag to any organization’s leadership. You will recognize it when you start hearing the following themes in the conversations in staff meetings, around the office, and especially in your own head. Such comments go something like this:

“Our program is so much better than our competitors’.”

“Our clients are so lucky to have us delivering this service.”

“They (the competition or the clients) just don’t get it.”

“We’re so smart and they are clueless.”

The attitude, of course, is arrogance (or hubris), and once your group has it, you may be headed for serious trouble. You will become blind to new developments that could affect your success and to the weaknesses in your programs or services. You will look only at data that supports your position and ignore data that might point out your weaknesses. You will begin resting on your laurels and stop analyzing and improving what made you successful in the first place. Or, as Suzuki would say, you will limit your own possibilities.

In his book How the Mighty Fall, Jim Collins lists the hubris born of success as Stage 1 in the 5 stages of organizational decline. I highly recommend that all nonprofit organizations, and especially the successful ones, become familiar with this book.
Because organizational culture is usually determined and nurtured by the leader, the solution to the problem will begin with you. A good place to start is by examining your own attitudes and motivations carefully and if you see the red flag, sharing your insights with your staff. Then figure out ways to reward staffers who always keep a “beginner’s mind.”

Two Great Sources of Nonprofit Wisdom

When I directed the Presidents’ Leadership Institute, I always told my students that in addition to my real-life, on-the-job training, everything I knew about leadership I learned from two sources — Outward Bound, the outdoor leadership school, and Jim Collins, the renowned author and scholar.   I’ll talk about Outward Bound in a later post and devote this one to Jim Collins.

Jim Collins is one of the most brilliant and passionate men I have ever had the privilege to meet.  He is a business scholar who has worked to answer questions about why some businesses are good and others are great.  But his ideas are not just business ideas, they are “greatness” ideas.  He has identified the characteristics of “greatness” cultures in organizations of all types, and the leading characteristic of great organizations is discipline.  It is not luck; it is not even vision.  It is the discipline of focus, humility and hard work.

On this website I’m not going to recommend a lot of reading materials—only a few that I think are absolutely not to be missed.  In this spirit I highly recommend that you read all of Jim Collin’s books, but start by reading Good to Great and the accompanying monograph Good to Great and the Social Sectors.   These books were invaluable to me as I honed my nonprofit leadership skills.  You will see the ideas from these books in many of the posts that will follow.

3 Ways for Board Members to STAY AWAKE

Little surprises me anymore, but hearing about a nonprofit board being asleep at the wheel still does.  I’ve heard of two such cases in the last few months and it makes me shake my head in disbelief.  Such board behavior can be disruptive and sometimes even catastrophic.  So I am here to state the obvious:  the first responsibility of a nonprofit board member—any board member of any nonprofit– is to STAY AWAKE and PAY ATTENTION!

Here are three fundamental behaviors in which every board member should engage to ensure at least a minimal amount of attentiveness:

  • Attend the meetings!   A wise person once told me that people, even the most “important” and busiest people, make time for what they want to make time for.  If you are not serious enough about your commitment to an organization to attend the meetings—drop off the board.  If you must miss a meeting, make sure you find out what happened by a quick phone call to the Executive Director or another board member whose judgment you trust  who did attend.
  • Read the minutes carefully and critically!  The minutes are the formal record of board actions.  They go to auditors and your name, among others, stands behind them.  If you need clarification, ask for it before voting to approve the minutes.  I know that many people think “minutes-shminutes”—who needs them.  I maintain that good, very succinct minutes are an extremely important communications tool and help everyone involved in an organization stay in step.   They also provide an easy way to hold board and staff accountable for actions and timelines agreed to by the board.
  • Read the financial statements carefully and critically!  It doesn’t matter how much you trust your Executive Director.  Each and every board member is responsible for providing fiscal oversight and accountability.  If you don’t understand the financial reports, go to lunch with the board treasurer, the accountant, and/or the Executive Director and walk through the statements together until you understand them.  Make sure that you see audited statements when they are due, and make sure you get a copy of the auditor’s management letter.

There is a lot that Executive Directors and Board Chairs can do to help board members pay attention.  Stay tuned for more on that later.

Four Guiding Principles for Non-Profit Mission Statements

During my college years it was often said that the fewer number of words you are permitted to write about a topic, the harder it is to do it.  It takes clearer thinking and more discipline to express a thought when you have a tight word limit.  If you have any doubt that this is true, start looking at nonprofit mission statements—very few are short and to the point—more often they ramble with extra phrases that go far beyond the statement of the mission.

I have always subscribed to what I learned about mission statements from the Peter F. Drucker Foundation for Nonprofit Management (now the Frances Hesselbein Leadership Institute.)  In its book, The Drucker Foundation Self-Assessment Tool Process Guide by Gary J. Stern, mission is defined as “a precise statement of purpose” which should “fit on a T-shirt.”

In my years of leading nonprofits and serving on nonprofit boards, I have seen few statements that would fit on a T-shirt, even an XXXL sized T-shirt.  Here are the most important four things that should guide the development of your very important mission statement:

  1. SHORT…. Is it short enough for your staff and board to memorize it in two seconds and remember it forever?  Is it short enough to “fit on a T-shirt”?  When asked by a friend or funder what the organization’s mission is, every staff member, every board member should have the mission statement rolling off the their tongues!
  2. CLEAR…. Is it straight talk with no fancy words, no words subject to differing interpretations?  As the Drucker Foundation says in the text cited above, “Words should be chosen for meaning rather than beauty, for clarity over cleverness.”
  3. MISSION ONLY – Does it contain phrases about what strategy is to be used to achieve the mission? The following mission statement has tacked on a phrase about how the mission will be achieved:   Our mission is to improve public schools by providing training for teachers.  The word “by” in a mission statement usually signals a strategy, not a purpose.
  4. MISSION, NOT VISION – Is it really a statement of purpose, or a statement of a vision for a desired future state?  Many organizations tack on phrases about what they want to have happen as a result of the mission, or they write a vision statement about the desired future and leave the precise purpose out all together.  Vision statements are also important, but we’ll deal with that in a future post.

Mission statements are important for many reasons, but especially to help you decide what your nonprofit should or shouldn’t do.  Every new project or program, every staff task should be tested against your well-crafted, precise mission statement:  Will this work help us achieve our mission?  If the answer is yes, do it.  If the answer is no—run screaming in the other direction!

The 2 Quintessential PR Strategies

Nothing is more important to a nonprofit than friend-raising—developing and maintaining quality relationships with customers, board members, funders and the public.  Here are two PR strategies that come into play daily and, in my experience, are absolutely essential to building and maintaining quality relationships.

  1. A real person answering the phone.   In this computer driven world, nothing makes people feel better than to have a real and knowledgeable person answer the phone and provide assistance.   I know, I know—this is expensive, but it doesn’t have to be.   Even though my staff frequently encouraged me to have an automated phone answering service, I always said, “Never on my watch.”   Ideally, you can find money in your budget for permanent staff to do this, but a creative leader can find inexpensive, bright student interns or friendly, dedicated volunteers to provide phone answering service and front desk greetings for a minimal investment.  The payoff will be enormous.
  2. Quick email and phone message response time.  I once worked for a former Colorado governor.  He made sure that every phone call, every letter, every email he received was responded to within 24 hours.  That meant that either he or a staff member responded to every person that made contact with his office within 24 hours.    I was so impressed by that because many of those people calling him told me how impressed they were that someone of the Governor’s stature treated his callers with such respect.  I recommend a 24-hour response time, but you and your staff can determine what is right and doable for your organization.

I guarantee that if your nonprofit does these two things, it will go a long way toward successful friend-raising and make the other work of the organization much easier.

Our Newest Guru!

Elaine Berman

We are thrilled to welcome Elaine Berman to the team of Gurus here at the Ground School! Her extensive experiences serves as an invaluable addition to the knowledge-base of the group. Check her out