Gaining Momentum

Posted December 15, 2009 by Jerod

A couple of days ago, we asked the question, "What are you the best at?" It’s a key question to establishing who you are as a church.

Now let’s talk a little bit about taking that brand and turning it into growth for your organization.

As a staff here at ReFrame Media, we’ve been going through a book by Jim Collins called, "Good to Great and the Social Sectors." As the title implies, the book lays out some things organizations can do to make themselves standout. In one of the chapters, Collins talks about the flywheel principle. Think of it as a big, circular wheel you’re try to get moving from a complete standstill. This is putting your brand or new program into motion.

At first, there may not be a lot of movement. You’re pushing and pushing, but the wheel only gets a slight amount of movement. But you still push, staying focused on what you’re the best at. No distractions. Eventually, there’s a little more movement. Then others start to see the results of your work and they come to help push, building on the success you’ve already had. Over time, you get more and more movement until there’s a break through and the wheel starts moving with almost unstoppable momentum.

While the driver of the flywheel in business is financial success, Collins says for those of us in the social sector, success comes in how people view an organization.

"I’d like to suggest that a key link in the social sectors is brand reputation — built upon tangible results and emotional share of heart--so that potential supporters believe not only in your mission, but in your capacity to deliver on that mission."

What do you think? Can you think of a time when you were pushing the flywheel and then things took off?

(Momentum illustration courtesy of Shutterstock.)

Filed under: Branding

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