Communicate who you are!

I really relate to the fact that we don’t define people through what they domore than who I am. On the one hand because life sometimes leads you to do things very far from who you are and on the other because what you do does not reflect your human and social qualities. How you do it and why you do it already gives a clearer idea of ​​the person you really are.

I like, when someone joins my team, that they not only tell me what they can do, but why they do it, what brought them to graphic design, communication or why they like playing or singing.

People like to know why you do thingswhat drives you and excites you. If you stop at “ what I do“, the conversation will end quickly and you won’t communicate much, but if you dig deeper and explain why you do things the way you do them, you will reach people who agree with your values.

Some time ago, we had a communications staff at Momentum Church with the pastoral team. The goal was to define the identity of the church and its leaders. When I asked them the question “ Who are you ?«, I received answers like: «I am the pastor of the church, I am a worship leader or a youth pastor, …» This is what you do, your function. But who are you, why are you a pastor or a worship leader? Why do you want to work with youth, children or in the social sector? And there I received some fascinating answers!

Simon Sinek in his “ How great leaders inspire action » at the TED Talk (see video below), explain that people don’t buy what you do. They buy because you do. He illustrates this point through a graphic he calls The Golden Circle.

Simon uses the example of Apple to illustrate his point:

« If Apple were like everyone else, its message would essentially be this: We make great computers (WHAT). They are elegant, easy to use and intuitive (LIKE). Are you buying one? That’s how it works most of the time. Marketing.«

« But here’s how Apple communicates: in everything we do, we believe in the challenge of shaking up preconceived ideas, we believe in Think different (FOR THAT). We overturn the status quo by designing products that are attractively designed, simple to use and intuitive (HOW). This brings us to designing large computers, do you want to buy one?«

Most marketing campaigns focus on the product to sell, on the WHAT and proceed from the outside of the circle towards the inside (WHAT, HOW, WHY). This generates demand for products and services, nothing more, no loyalty.

An inspiring campaign should start from the center of the circle outwards: WHY, HOW, WHAT. This brings a whole new dimension to the customer relationship. They no longer come just to buy equipment. They come to connect with your story, to be a member of your community, and to learn more about the HOW. Watch Apple product overview videos.

We like it or we don’t like it, but they exude passion. The production processes of the product are presented, it is shown how the grooves of the iPhone were made, for example, to show in detail how passion takes over the design of the device.

And it works! Apple is the brand that currently enjoys the greatest loyalty from its customers and, which is quite rare for a new technology and computer company, it has become a fashion phenomenon.

In short, the idea is not to praise Apple but to demonstrate how much theirs is marketing it is effective.

How to apply it toChurch ? How can we change outsiders’ views of the church? As change the way you communicate lead people to no longer just be church-bound members, but people who join your vision and act alongside you?

Talk about what you are passionate about, what you wake up at night to pray for, communicate your dreams, your vision for the church, convey your love for the church to your leaders, and make your church more than a place where we gather: an exciting adventure !