Recently a fellow Cru staff member told me that our most vital skill is communication. At least that’s what I think he said – I wasn’t really listening. Regardless, our job as Christ’s ambassadors is to communicate ideas. But how do we know that those ideas will survive, will really make an impact on people’s lives?
I’m currently reading a book called Made to Stick by Chip Heath & Dan Heath (yes, they’re brothers and no, they didn’t invent the delicious milk chocolate English toffee bar). Anyway, the brothers Heath discuss principles that make ideas have staying power. They propose that for any message to stick, it must be:
• Simple – stripping the idea down to its core
• Unexpected – generating interest and curiosity
• Concrete – avoiding the abstract and ambiguous
• Credible – something that people can test for themselves
• Emotional – making people feel something
• Story – preparing people to respond more quickly and effectively
For more detailed insights, I’d suggest reading the book for yourself. But until then, here’s an assignment: Think through the five most important ideas you’ll try to communicate this month (to your staff team, student leaders, incoming freshmen, administrators, or Ministry Partners). Now attempt to craft your messages using as many of the aforementioned traits as possible. You might be surprised just how sticky your ideas will be.
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