by Connie R Kindler, Director of Professional Development
Pennsylvania Association of School Administrators.
“Leaders anticipate the future. They stand at the edge of the known world, patrolling the border between “now” and “next” to spot trends. They help others see the future, too, guiding people through the unexpected and inspiring them to long for a better reality. The leader’s role, your role, is to light the way for your team through empathetic communications – to be a torchbearer.” (Illuminate, Duarte and Sanchez)
Those who rise to school leadership usually do so because they have demonstrated an ability to inspire and guide others. They almost innately understand when there is a need for transformation, as well as the path to achieving it. However, sometimes their efforts are derailed when those that they lead do not understand or support the change. Nancy Duarte, the CEO of Duarte Design, and Patty Sanchez, the firm’s Chief Strategy Officer, studied Starbucks, Interface, Rackspace, Chick-fil-A and other companies to create the largest design firm in Silicon Valley. In Illuminate: Ignite Change Through Speeches, Stories, Ceremonies and Symbols, they identify five distinct stages (Dream, Leap, Fight, Climb and Arrive) of the change process when strategic communications from the organization’s leader are imperative. To create a culture changing movement, they recommend using speeches, stories, ceremonies, and symbols at critical junctures during the five stages:
• Speeches can distance others from “what is” by identifying “what could be.” Duarte and Sanchez advise the leader to directly address the anticipated thoughts, emotions and reactions of those impacted, to persuasively contrast the current situation with the desired one, and to clearly state the call to action.
• Stories are more easily remembered and shared. To connect hearts and minds, they propose interjecting stories into speeches about those who have tried, failed and overcome.
• Ceremonies lead to collective emotions and create commitment. They suggest facilitating ceremonies to mark important transitions.
• Integrating symbols creates solidarity. To create solidarity, they endorse the integration of symbols that represent the desired thoughts, feelings, and values of your end result, and to share these proudly throughout the process.
As you ponder the changes that you envision for your organization, it will be beneficial to include communication strategies recommended by Duarte and Sanchez. Chart your journey from the “Dream” to the “Arrive” stages and mark the important milestones when momentum can be created through these strategic communications.
• In preparation for your opening day remarks, directly address anticipated resistance, develop a persuasive contrast of the current reality with the desired one, include a compelling story that illustrates the transformation, add a representative symbol, create your call to action, and demonstrate confidence and conviction. If your vision is truly “illuminated” for those that you lead, they will follow you as you carry the torch to your destination.