Living in Imperfection (Webinar Recap)

Imperfection feels less frightening.

More manageable. More clearly defined. These chances to connect, to be vulnerable and honest with you, they have been clarifying and INSPIRING for all of us at Black Sheep. Thank you for your part in this dialogue around business and COVID-19. There’s no reason for any of us to be doing this alone.

Our second conversation was FULL of thoughtful questions from you and practical takeaways. If you missed us, or if you want to share the talk, here’s Aimee’s half hour conversation.

We are going to keep this thing going. More talks. More tough questions. And all our insights, ideas, plans, events, hopes, resources and more live on our new coronavirus landing page.

Some moments that stuck out for us:

Relearn your audience. If you haven’t already, take a step back and reacquaint yourself with the people in your audience. Internal and external. Consider a “listening” tour of sorts—checking in with people and digging into what they need from you right now. Then, consider developing new audience personas. Your audience has changed significantly in the past few weeks. How can you break them into new, more specific categories to help you make decisions during this catastrophe?

Get real. Anyone in business right now is appealing to REAL humans. The three key words all brands should be channeling right now: vulnerability, realness, empathy. Relate to your audience. Get in their shoes. You might have more in common than you ever have. And ask yourself before you hit send, before you post, before you Zoom: Does this audience need to hear from you right now? Why? Why does this matter to these people right now? 

Get your leadership out front. People are desperate for vision and answers in any time of crisis. Sure, CDC/WHO are vital for health information, but where do you go beyond that? For industry-specific guidance? For forecasting? For a sense that someone is in charge and can communicate what’s going on, at least from their perspective? Get your CEO and your leadership team out front. Right now. To share what they’re going through, thinking about and how they’re planning (to the degree that they can plan) to move forward. This is not only an opportunity to lead, it’s an opportunity to deepen loyalty by shortening the connection between your audience and your visionaries. 

Throw the trash out, but don’t just replace the bag. Guess what. Now is the moment when expectations go out the window. You don’t have to do the things you had to do before. The events, the groups, the blogs. Now is the time to decide what REALLY matters for your organization. Build in time for innovative thinking: brainstorming. Include lots of people in this rethinking and make sure everyone knows the craziest ideas are safe to call out and nothing is off limits. 

Don’t go it alone. When employees know the challenges, they’re also more likely to identify opportunities. This can relate to your external audiences too. You don’t have to have all the answers. Being a good leader means enabling your people to be their best and most helpful selves.

The world can’t stop. Our most vital programs require fundraising. We have to keep asking for support and now, with greater urgency. It’s okay to ask—but it needs to have context, both yours and theirs. Why are you asking, right now, in this sensitive time? How can you show that you know what they’re going through and respect that? How should the ask change—is it easier for more people to give less? Is there some way you can make it feel urgent for them now, too?  

Align with your mission. With people facing more clutter and noise than ever, dig deep into your core purpose and what your audience expects of you. What they love about you. That, coupled with action—new programs, digital campaigns, simple reminders to keep people safe and inspired—will help engage your people even when they’re stuck at home.

Get out of your head. Are you making time for exercise? Cooking? Dishes? Something almost meditative where you can focus. “Shower thoughts” happen because you are focused on the mindless and routine activity of bathing. How can you recreate that? Also, talk to mentors and friends—people who can help you get unstuck. People are always better at solving other people’s problems.  

So what’s next? Watch social media and our newsletter for further details on this and our new design series “Offset Path.” And keep talking to us! What’s resonating, what’s not? Where are you still feeling the most concern? heyaimee@theblacksheepagency.com. Eight three two, nine seven one, seven seven two five. We’re here. And we miss your voice. Reach out.