The following article is a powerful example of the meaning of words. To be a leader, Coack K needs to be sure his players understand and follow him. His words either move them or they don’t. This article in the WSJ shows a few powerful examples of what it means to him to be an effective and efficient communicator.
Sheffield created a two-minute video for Midtown Educational Foundation (MEF) at the United Center during a Blackhawks game in front of 25,000 fans. Voted the Most Exemplary Youth Mentoring Program in the City of Chicago, MEF has always been passionate about their mission to help inner-city kids rise above their peers in academics and achievements.
Although their mission was clear, the way they communicated their story wasn’t giving their mission half of the justice it deserved. Sheffield took this opportunity, and helped them develop a brief and energetic video that captured challenges that MEF tried to solve on a daily basis. The video was a powerful overview that shared MEF’s message succintly. It was quick, yet it was thorough, and it really shared what set MEF apart.
“MEF has incredible story, but they really struggled communicating it,” shares Charley Thornton, project lead, “So, this video was a breakthrough for them, because we finally clarified their message. It really had an impact on the audience — people were paying attention. They were ‘getting’ it.”
The Sheffield Institute is excited to announce a new podcast series, The Industry Insiders, that expose college students and young professionals to the marketing/advertising and new media industry. These short videos feature the dynamic and insightful group of professionals that sit on Sheffield Institute’s advisory board. In the podcast, they discuss their career and their daily work as they share industry insights on how the emergence of new technology is changing how marketers can spread messages as well as how consumers make decisions. The topics range from Creative Directing to Publishing to Market Research.
“The stories they share are enlightening and the ideas they share are fresh,” says Matt Cornelison, video producer, “It was an awesome experience to interview such interesting minds, and we’re excited to expose young minds to this shifting industry.”
There are a million moving parts to any business, product offering, service line or innovative idea. Getting into the weeds to explain it all seems necessary as details are what drive the engine of success. However, your story is what makes all of that complexity simple, compelling, accessible and interesting. Imagine for a moment what people think and feel when you say, “let me tell you our story;” they have an instant sense of interest and relief. Imagine further what they take away a few minutes later when you have explained it to them briefly, their interest has grown and they feel satisfied. Powerful.
