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The DJ Principle
Everyone who knows me knows I’m a thinker. In fact, my close friends tease me all the time because they can tell when I’m having conversations in my head. And I always find it strangely odd how my wife is never ready for that trip that I’m convinced I told her about. I then realize that I only thought to tell her about it. That’s the difference between intention and communication. Very similar to the difference between someone’s heart and how others perceive them.
Here’s the thing—until you clearly and fully communicate that thought, it really only exists in your head. In this world, a continuous battle for mindshare causes the companies that over-communicate to be the ones that make an impact. If you didn’t catch it the first time around, you’ll hear it again.
A similar tale can be told of Radio DJs and popular music. About the time that a hit song is driving them crazy is when people start calling in to request it. The DJ's totally burned out but has to play it over and over for listeners who are most likely hearing it for the first time.
The same principle that applies to the DJ, works for the church. Something is said once or twice and leadership assumes everyone has heard it. It’s not like that. Just like radio, people are tuning in at different times. Just when you think you’ve said something enough, some are only hearing it for the first time. You’ve got to repeat if you want it to stick. When it comes to especially important areas, like spiritual steps, communication is essential. If you aren’t making it a routine to communicate these things, there are people who aren’t hearing it. If you aren’t tired of saying it, you’re probably not saying it enough. The same principle applies to signage at your church, as well as communicating the brand and vision to your staff.
By over-communicating, you’re showing value to the recipients and you’re creating a culture of trust.
© Richard L. Reising
Post Comments
Donald
Wow, do we experience that! We (staff/leaders) are convinced that "EVERYONE knows by now" because we printed it, emailed it, blogged it, twittered it, web-posted it, then stood up on Sunday and said it. Then respond with 'not my fault' when someone misses it. I guess that's acceptable...unless 'it' was truly important.
Posted on Tue, Jan 13, 2009 @ 2:05 PM CST
Carolyn
This is so very relative for me. I am a thinker, too often an over-thinker. I appreciate this reminder as we strive to improve all aspects of communication as our church.
Richard, thanks for taking time to blog, providing information and inspiration to advance the most important message of all.
Posted on Fri, Jan 16, 2009 @ 8:22 AM CST