So What?

Most of us have had the not so pleasant experience of listening to any number of books, lectures, or music that have left us with a, shall we say, less than informed idea of what the point was. I am sometimes amazed at how a speaker, writer, or artist can be so gifted and eloquent at their style without providing anything of practical use.

It was after one such speech, regretfully delivered by myself a number of years ago from the lectern of our small church, that my father approached me. My sermon had been a discussion of the historical claims of the resurrection of Jesus.

I was of course expecting him to shake my hand, pat me on the back and say, "Wow, you're an amazing speaker." Instead, I stood there expectantly as my father approached. He walked up, gave me a hug and then, in his decidedly dry wit asked me, "So what?"

I stared blankly at him. Then frustrated by the fact that I had just spent 30 minutes challenging the congregation on the matter I asked, "What do you mean?"

He grinned, shrugged his shoulders a bit and replied simply, "So what?"

I must confess, it was truly irritating! But that's what he was there for...to challenge me, not to irritate me. It took me a few minutes, but I finally got it. I had spent 30 minutes supplying arguments which were informational, but had nonetheless not once given the congregation any idea of what the point was. Why was I telling them all of this? What importance did it have to them? What good would it do for the parent who would spend the next week staring at a computer screen? So What?

I suppose there is no more challenging question that I move forward with as I work. As writers, speakers, or musicians we must constantly ask of our work how it will impact our audience - So What? What will they walk away with? How are we moving them? The ease of complacency is our greatest foe and the determination to extend our audience's restrained horizons is our greatest challenge.

Keep It Simple

I came across this quote in Martin Luther's work on preaching. Martin Luther is the German reformer who gave us the first translation of the Bible in the common tongue rather than Latin or Greek, and consequently the first mass-printed book in history.

Let all your preaching be in the most simple and plainest manner; look not to the prince, but to the plain, simple, gross, unlearned people, of which cloth the prince also himself is made. If I, in my preaching, should have regard to Philip Melancthon and other learned doctors, then should I do but little good. I preach in the simplest manner to the unskillful, and that giveth content to all. Hebrew, Greek and Latin I spare until we learned ones come together.

What a remarkable observation.

Personal Branding

I came across this article concerning the laws of branding one's self:

The Eight Laws of Personal Branding

1. The Law of Specialization: A great Personal Brand must be precise, concentrated on a single core strength, talent or achievement. You can specialize in one of many ways: ability, behavior, lifestyle, mission, product, profession or service.

2. The Law of Leadership: Endowing a Personal Brand with authority and credibility demands that the source be perceived as a leader by the people in his/her domain or sphere of influence. Leadership stems from excellence, position or recognition.

3. The Law of Personality: A great Personal Brand must be built on a foundation of the source's true personality, flaws and all. It is a law that removes some of the pressure laid on by the Law of Leadership: you've got to be good, but you don't have to be perfect.

4. The Law of Distinctiveness: An effective Personal Brand needs to be expressed in a way that is different from the competition. Many marketers construct middle-of-the-road brands so as not to offend anyone. This is a route to failure because their brands will remain anonymous among the multitudes.

5. The Law of Visibility: To be successful, a Personal Brand must be seen over and over again, until it imprints itself on the consciousness of its domain or sphere of influence. Visibility creates the presumption of quality. People assume because they see a person all the time, he/she must be superior to others offering the same product or service.

6. The Law of Unity: The private person behind a Personal Brand must adhere to the moral and behavioral code set down by that brand. Private conduct must mirror the public brand.

7. The Law of Persistence: Any Personal Brand takes time to grow, and while you can accelerate the process, you can't replace it with advertising or public relations. Stick with your Personal Brand, without changing it; be unwavering and be patient.

8. The Law of Goodwill: A Personal Brand will produce better results and endure longer if the person behind it is perceived in a positive way. He/she must be associated with a value or idea that is recognized universally as positive and worthwhile.