Your organization’s brand is more important than you might realize. Branding is not the “voodoo of marketers” but the sum total impression of everything you are as an organization. In a nutshell it is the essence of who you are organizationally. Communicating it properly is essential; not doing so can be disastrous. Here are the most critical brand mistakes you should avoid: Assume your target audience understands your brand promise. Whether you manufacture guitars or lead a local church, you must always fight the insidious thought that…just because you have been around for a while or just because you are the biggest building on your side of town…your target audience understands and even cares what you have to offer. Successful brands know they need to continually tell their story to an ever-growing population faced with an increasingly noisy and crowed world. Assume those closest to yo, your consumers or constituents,…

“We priced it low because we wanted the exposure.” Every young, and even some seasoned entrepreneur can fall on the trap of the “exposure” temptation. In the search for legitimacy and clout, entrepreneurs want to have the recognizable “big fish” names in our portfolios.  After all, that means great PR and lots of new clients, right? Wrong. There are several traps of  such reasoning: It sets the wrong expectations. You will enter an organization at the wrong level. Your first job defines what level of player you are. You do not want to be the “cheap” guy. Trust me on this one. It’s not sustainable. Even if your project is successful and the client loves the results, you have set an unrealistic expectation of cost, timelines, and services. When your next bid comes in at twice the price of your first, your new client will balk. “They’re good but not…

Christmas Eve is a great opportunity to reach those outside the church that often goes unused. I’m usually arguing with several pastors during this time of the year. Seems like every year I have to convince a Senior Pastor that Christmas Eve is a powerful and great opportunity for outreach. Catholic churches have known this for centuries. Evangelicals are just now waking up to it. Here are the top 5 mistakes churches can make when planning their Christmas services. Give the staff Christmas Eve off. That’s a critical mistake that a lot of churches make. Christmas Eve is a great opportunity to reach out to people who want to connect with God and their families and who are looking for an opportunity to do so. Done well, your Christmas Eve service could be one of the best attended service of the entire year. If you are in ministry, working on…

If you’ve lived long enough, you’ve had to apologize multiple times and, if you’re a married man, you’ve done it countless times. But not all apologies are the same. Some people apologize because they get caught and now must find a way clean it up. Others manage to say sorry while shifting the blame to someone else like their employees or to the ever-so-nebulous “unforeseen circumstances.” Sunday I had to apologize to my youngest son for losing my patience with him and behaving in a matter that was inappropriate and frankly, wrong. He quickly forgave me and we ended up snuggling on the couch as we watched a movie together. As a leader, I have had to make my share of apologies as well. This week I was reminded of how powerful and effective an apology can be by Jeff Bezos, CEO of Amazon.com. Amazon “erased” several books from people’s…