Many leaders know, deep down, they need to update their messaging, but they are, nonetheless, held back. Here are some of the common misperceptions that keep people from moving forward:

1. We don’t have the budget. Fiscal discipline is important, no doubt. However, not investing in your message is like not getting regular check-ups, not putting oil in your car, or hoping that bills will just pay themselves.
2. We can do it ourselves. How hard can it be? It’s not a matter of being easy or difficult; it’s a matter of having the right perspective. Those trees are hard to see if you’re staring a bark.
3. We need to focus on the work, not the message. Your message is your work. Not only does it create more believers, but it also keeps you focused on what you do best and is needed most.
4. People get it. But do they? To find out, ask five people in your organization if they can talk about what you do. You’re off to a good start if they all answer confidently and consistently. Then, share your message with five people not associated with your work. If they want to learn more immediately, you’re right. People probably do get it.
5. Change is constant. It will be out of date before we’re done. You’re right! Change is constant, but a Focus & Messaging Framework can help you craft a message that changes with you and your world.
6. It sounds exhausting. It certainly can be. But with the right guidance, the process and the end result can be exhilarating! (We have proof.)

In January of 2021, Douglas Spencer penned a blog post about when organizations should take a stand on political issues. We think it’s worth repeating. Here are the highlights:

1. Is the topic relevant to what you do? Staying close to home when it comes to commenting on a topic is essential for a few reasons, not the least of which is maintaining your focus. However, if there is a compelling reason to speak out about something seemingly irrelevant to your mission, be sure to point that out in the process.
2. Will it bolster or hinder your work? If speaking out will jeopardize your ability to affect positive change, consider staying out of the conversation. (However, see point #4 before making a decision.)
3. Do you have the moral authority to say something? Before you talk “the talk,” make certain you are “walking the walk.” (See The Reasons Behind Corporate Social Responsibility Messaging for a clear examples of what we mean.)
4. What does not saying anything say? All that said, it’s important to remember that saying nothing is also saying something. What message is your silence sending?

As Benjamin Franklin said, “Justice will not be served until those who are unaffected are as outraged as those who are.”