Last week my family and I went to Cleveland, Ohio for a three day vacation. We stayed at the Radisson Gateway Hotel owned by and connected to the national offices of the UCC.
I wasn't there for a meeting. The only national staff we almost rubbed elbows with was Joe Malayang. He was crossing Huron St. to get his car from the parking lot. He didn't see us.
We were on our way to Jacobs Field, home of the Cleveland Indians who happened to be playing the Boston Red Sox (our team!). Our house in Liverpool is almost exactly equidistant from Fenway Park, Boston and Jacobs Field, Cleveland. Tickets are cheaper and much more available in Cleveland. So, we caught the first two games of the four game series. Boston won both of them!
during the day we walked around Cleveland. We even took a boat tour of the Cuyahoga River. We were actually on our way to the Rock 'N Roll hall of fame but thought the $20.00 entrance fee was a bad deal. On our way to Lake Erie, however, we experienced a great surprise. Cleveland! What grand architecture in that part of the city! What marvelous grand scale design and planning of the gardens, monuments and buildngs!
It was all part of the so-called Plan of 1903 whose major designer, Daniel Burnham, supposedly believed in the big idea. He is reputed to have said, "Make no little plans. They have no magic to stir men's blood and probably will not themselves be realized." This quote was emblazoned on an historical plaque commemorating this plan.
Now, I thought this quote had wonderful possibilities for a blog posting for you to read. Help our churches to think big ideas and see grand visions of mission and ministry, I thought. That's the ticket.
Unfortunately, I didn't write it down when we were there. My wife kind of rememberd the gist of it. so, I decided to do a "Google Search" on "small ideas". WOW! did I get hits (over 250,000 of them!)! Most of these espoused quite the opposite opinion from that which I was thinking to share with you. Small ideas are much more useful than large, most of these seemt to say.
Then I ran across a promising looking article, "The Tyrrany of the Big Idea," by Russell Davies, noted advertising and planning guru from Great Britain. You can read the article by clicking this feed. http://russelldavies.typepad.com/planning/2006/06/the_tyranny_of_.html
Davies likes the Big Idea in advertising, like Nike's "Just Do It", with which he has had some involvement in developing. But he has some interesting things to say about hose this advertising campaign slogan actually works. He says that they work because they are vague. The very lack of specificity means that new, creative and smaller ideas can fit within them and help the overall theme to grow. In fact he doesn't like to call these big at all. " Because these things aren't really Big Ideas, they're just huge buckets to contain a whole bunch of small ideas. And small ideas are what makes a brand interesting and effective. A constant series of small, new, interesting vaguely-related ideas which move things on, which explore the edges of the brand, which renew the relationships with customers, employees, etc."
The article is an interesting "read". I found myself thinking about the UCC's Big Idea of the "Comma" campaign and realizing how this fit into what Davies was saying. He also gave some specific advice for advertisers to employ. Even though they are meant for advertisers, they can easily be translated into "church friendly" language and strategies.
1. Starting doing stuff. Start executing things which seem right. Do it quickly and do it often. Don’t cling onto anything, good or bad. Don’t repeat much. Take what was good and do it differently.
2. Look for the patterns that emerge. Look for the phrases that people use to describe what you/they are doing. Collect the things that seem to work as summaries. Notice them, put them in a drawer, don’t turn them into CI guidelines.
3. Try not to write too much down. Manage the brand [vision, mission plan] through conversation and impressionistic media – videos, stories, images, heroes. Not through mandates, best practice or benchmarking.
4. Don’t be media neutral [or program planning neutral]. Favor the things that are rich with experience and texture - events, retail, social media, film. And relegate the things that are thin and specific. Because the rich stuff is more likely to help you move forward.
5. And something else and something else.
Blessings,
Rick Cowles
