We all know the elevator test. We need able to explain what we're about in 60 seconds. if we can't do it, we don't have our mission, our purpose, our essence boiled down enough. While sound bites are many times spoken of in a derogatory way (implying shallowness, catering to short attention span), I think sound bites in the case of communicating mission is critical; the masses won't get a 10 page document on what you're about. Your church members won't remember a thing about your vision, except that it was ten pages long! Even your core people and staff will have a hard time remembering what "we're about." So if there's a way to capture your mission in a short sentence or phrase that REALLY works, and is not just a highly idealized statement, then you should go with it, repeat it regularly, and "brand it."
Here are a couple great slogans, bylines, one phrase summaries.
Author Guy Kawasaki started an online aggregator site that pulls together the top news and information on nearly any topic you can think of. But how do you describe that to someone? What's an "aggregator?" How is this different that an RSS feeder? Isn't this just "push technology" revisited. It's all goobledegook to most people. So here's how Guy describes his new business -- "It's an online magazine rack." Boom! Concept is totally understood. Now everyone wants to go to it.
T. Boone Pickens is going wild promoting his wind generation idea as an alternate to fossil fuel sources (oil in particular). He's started a website. Started an grass roots organization. He's going after politicians and getting on talk shows, and yes spending lots of his own money to establish traction. And how does he communicate the potential of American to change over to wind energy? He says the US could be the "Saudi Arabia of wind energy." Bang. In one phrase, you've got what you need to inspire and mobilize people. It's clear, and no one will forget it.
Seth Godin puts this REALLY well. A slogan (or byline or motto or phrase) that describes your mission is your script. I love this, because that's exactly right. With one phrase or sentence, you can rift all you need to about your company, your organization. When the script is in hand, and that script needs to be your one memorable phrase, you establish clarity, laser focus and the basis for a revolution.
At 5 Stones, we have been using this phrase: "We spread God's fame by doing small things with great love." I like it. It's a script we can use to talk about all we do, and it conveys an action-centered ethos we want to embrace.
But with new seasons, comes new sound bites, and I think we may have a new "catch phrase" coming soon.