If you want employees to do a job – pay them.
If you want employees to go the extra mile – inspire them.
I was researching material for a half day workshop on inspirational leadership, for inspirational leaders in the making, and came across the radio broadcast that launched The Jimmy Fund. Jimmy, a young cancer patient, was selected to be the guest for Ralph Edwards’ national radio program, “Truth or Consequences”.
Fund
Edwards shared Jimmy’s story then spoke with him as baseball players from the Boston Braves, Jimmy’s favorite team, filled his hospital room in Boston. At the show’s end, when Jimmy was off the air, Edwards asked listeners to donate their “quarters, dollars and tens of dollars” to cancer research and to help buy a TV for Jimmy’s hospital room, so he could watch the Braves play. If they raised $20,000 Jimmy would get his wished for TV. Listeners contributed over $200,000. Edwards motivated people to exceed his, and their own, expectations. Edwards’ speech demonstrates 5 essential communications of inspirational leaders. What he said, and the way he said it, is worth noting.
What and How Inspirational Leaders Communicate
Edwards shares a mission, vision, and shared purpose. He appeals to universal human motivations, desires and emotions. He sets a goal and a shorter term objective then tells people what they can do to help achieve both.
I suggest you listen to the speech before reading the rest of this post.
1. Articulate a mission and vision for a future that followers want to help create
“Let’s make Jimmy and thousands of other boys and girls happy by aiding the research to help find a cure for childhood cancer.”
2. Communicate a shared common purpose with emotional appeal
“Our charge is to help little boys and girls win the prize of life. A cause so worthy it’s hard to describe. I know you won’t let Jimmy down.”
3. Describe vivid goals and achievable objectives
“One of the things Jimmy wants most is a TV so he can watch the baseball games. If over $20,000 is contributed to this most worthy cause, we will see to it that Jimmy gets his T.V. ”
Finding a cure for cancer is the ultimate and longer term mission, but it will take a very long time. Winning a TV for Jimmy is an immediately achievable objective to which each listener can contribute. People pitch in for the opportunity to succeed at a near term objective that they can visualize.
4. Speak to people’s emotions
Listeners hear the excitement in Edwards’ voice and his concern. They also hear Jimmy singing out of tune, leading the Boston Red Sox in “Take Me Out to the Ballgame” – an All-American Boy, singing an All-American Song about the All-American sport. Then Jimmy says his double “Thank You” for the visit with members of the Boston Braves. With their contributions listeners can continue adding to Jimmy’s joy.
5. Create a sense that each follower has the power to help achieve the long term mission and the short term objective. Then identify the actions they can take to do so.
“Send your quarters, dollars and tens of dollars and together we will achieve two goals. We will buy Jimmy a TV and make him happy. We will help find a cure for childhood cancer. We will help boys and girls win the prize of life.”
Why Inspirational Leaders Communicate These 5 Essentials
We’ve covered what and how inspirational leaders communicate. Here’s why. In response to Edwards’ speech people acted for a collective purpose and reached far beyond what they were asked to do. Together this one-time group exceeded expectations. That’s what inspirational leaders bring about.