How to Create an Extraordinarily Meaningful Tribe Manifesto

Let’s continue our exploration of tactics we can use to win the battle against the stress of outdated Job Descriptions (JDs).  For a quick reminder, dip into last week’s blog post “Stressed by Outdated Job Descriptions”. This JD topic really struck a chord with many of you; leading to the identification of 3 main contributing factors to your stress.

• Vision statements which are as dull as dishwater and uninspiring.

• Mission statements which are roadmaps to Nowheresville and therefore about as much use as a chocolate teapot.

• Values which are nebulous and belong to the “Generican” tribe.

Tactic: Create your Tribe Manifesto!

Typically this is a purpose statement or an address to your tribe (customers, employees, fans etc.).  If done well it is a magical combination of vision, mission and values.  It communicates a big idea in a narrative written in language which fascinates and compels your people to engage with you and your shared quest.  Here are 2 stellar examples to get your creative juices flowing.

1. Maryam Montague’s, “The world: and a tale of a new modern tribe” in her inspiring blog post of October 7 2014. Go to her site to experience this post in full together with even more ridiculously sumptuous images."When I think about the people in this modern tribe and their customs and beliefs, I hope it includes:

• People who are purpose-driven and committed to addressing causes in concrete ways.

• People who view themselves as global citizens and are deeply curious about the world around them.

• People who are filled with wanderlust and view travel as a priority in order to see, learn, meet, and gather.

• People who are brave and willing to take significant risks for the chance to live life at a more fulfilled level.

• People who surround themselves with beauty, understanding the immediate connection between their environment and themselves.

• People who eschew mass production in favor of the one of kind and artisanal.

• People who forgo trends to create their own style, which is intensely personal and distinctive.”

The Holstee Manifesto

2. Holstee's powerful Mission Statement “The Holstee Manifesto” You have probably seen this one before from the company which sells eco-friendly clothing and accessories from their base in Brooklyn, New York.  This mission statement is so brilliant it went viral - tweeted, forwarded, a screen saver must-have, Facebook banner fodder and printed posters etc. It has claimed over 50 million online views and has been translated into 12 languages (so far).  Not only does its message resonate with its immediate customer and employee community, it has tapped into the mind-set of a growing Movement.  Take the time to read The History of the Manifesto.  Here they share how they came up with the Holstee Manifesto.

7 Steps to Creating an Extraordinary Tribe Manifesto

1. Tell a compelling story with authentic passion. See it as a Letter of Intent addressed to your tribe and the wider community which you are honour-bound to fulfil.

2. Clearly state the quest or the mission with an inspiring challenge at its heart.

3. Use words to paint a picture of what the new post-mission world will be like; and for today’s post-industrial tribe how their efforts will make a difference.

4. Invest in sumptuous photography. Even if your budget is being mercilessly squeezed, our smartphones or tablets can produce stellar images.

5. Play with typography. The visual impact of the right font to reinforce the message and support your brand is not to be underestimated.

6. Content is King (or Queen): Make sure your message speaks in the language your target audience understands and will connect with. Create your own language / vernacular. Banish corporate speak. Obsess over every word. It is important!

7. Share and involve your tribe in the final stages of crafting your Manifesto. After all it is addressed to them. They will let you know if your message will be heard and believed.

Now if I worked as the HR Lead in either of these organisations; every day I would sing merrily – la-la-laaaa – and dance to work – think pirouettes and jetés!  Just imagine how much easier all HR strategy and employee related activities would be with an extraordinary Manifesto as a guiding light?  Recruitment marketing and hiring efforts – a breeze with the Manifesto as a right-fit talent magnet; employee communications – on brand and on point, performance management and development opportunities – meaningful; and the list goes on.  Creative HR nirvana! Inspired!

Create your own Tribe Manifesto!