Alignment: A Case Study
I hear a lot about alignment lately. Business and church leaders like to talk about being aligned with mission, staffing, and consumers. It sounds great in meetings. It usually makes people think that you very smart when during any discussion you say “but we must make sure we have alignment here.” Try it next time you’re in any kind of strategy meeting, you’ll feel good. But true alignment is difficult to come by. The road to alignment is often paved with a lot of tough and very unpopular decisions—specially if you’re trying to re-align an organization that, for whatever reason, has gotten off course. Most likely, true alignment comes at the high cost of cancelled programs, product lines, reassigned or terminated staff positions.
But when it works, it’s a beautiful and inspiring thing to see. I’m thankful to have been part of a true alignment exercise in the past year.
During my first visit to Church of Brook Hills in Birmingham I knew I was walking into a completely different place it had been just a couple of years before. Their new Pastor, 29-year-old David Platt has a passion for world missions and social responsibility and it comes across every time he speaks. Brook Hills had been a great church since its beginning but David brought in a whole different vision than his predecessor. My team’s job was to help Brook Hills bring messaging alignment to David’s vision in the church’s overall communication strategy while Brook Hill’s leadership team worked on their system and program alignments simultaneously.
Brook Hills new identity and website
There were no sacred cows: logo, brand statement, website, all and any church programming. One could argue that this alignment process is never truly finished but we have arrived at a point where visually Brook Hills’ story is being told intentionally at its most critical intersections.
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Richard
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Susan Cartwright
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Keith Roberts
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Maurilio Amorim
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Steve Shantz
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Patricia
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Maurilio Amorim
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