#338: It's not border security, it's a big beautiful wall
A vision is more than words, it forms a picture in the minds of those that you want to persuade.
I’d love to take credit for this observation, but it goes to Scott Adams of Dilbert fame. During an interview on The Megyn Kelly Show, Adams claims that the best way to sell something is to paint an indisputable picture. He uses Donald Trump as his best example of those who have mastered this. Regardless of Trump’s exaggerations, the images he paints in someone’s mind are indisputable. Although he is selling border security, he tells the voters that he is building a big, beautiful wall. Before we can even think about who will pay for it, Trump claims that he’ll have the Mexicans pay for it.
This isn’t a political blog but lessons for leaders. How do you use this technique to your benefit? It’s simple: paint a picture of whatever you are selling. We often use the words vision statement, yet we forget the most essential part, the picture.
I like to use this as a poor example of a vision statement.
IKEA: “To create a better everyday life for the many people.”
I don’t know about you, but when I hear the word IKEA, I think of 4,165 pieces and 12,000 screws. How does this improve my life? Talk about exaggeration!
The Adam’s concept doesn’t start and end with vision statements. It’s anything you are trying to sell to your team. How do you turn your words into a big, beautiful wall? You need to touch their heart with what you are selling. Yes, it is important to point in the direction you are going and explain your why to them. However, to get buy-in, you must explain how it benefits them. And a picture is worth 1,000 words.
I’m going to steal from one of my clients here. They have a company value statement of One-Team. That’s a great concept, but how do you picture this? One of their descriptors is; if you drop the ball, I’ll help you pick it up. You can imagine that in your mind. It makes you feel warm and comfortable. It’s believable and soothing. I want to be on that team.
If three of your value statemens are efficiency, productivity, and quality, how do you sell them? Those are great guiding principles, but they sound hard. If you want your team to buy into those concepts, come up with a way they can see it and want to be part of that scene in their head. And when you talk about these values, always use your definition.
Developing your vision, mission, and values is only half the battle. Learning how to describe them and sell them is next. You must be consistent in your approach so that the same image comes into mind every time we talk about it. As with anything in leadership, it is hard work today and will lead to a better tomorrow!
If you have difficulty turning words into pictures, let’s chat! What does your better tomorrow look like in your mind?