Unity and alignment are powerful forces, and when they can be harnessed they can drive great accomplishment.
I think about a personal collection I am very proud of, a set of posters from the Second World War, posters made by, in part, my grandfather who was the creative lead of the Sheldon-Claire Agency at that time. They were made to encourage participation in the war effort, and each instills an emotional connection, elicits a personal commitment, and builds energy to achieve the goals of the times.
We are not at war, and the stakes are not as high.
Yet, despite being 70 years old and related to a heavy topic, the posters used techniques similar to what we use today in modern marketing. For instance, they are short and sharable (almost tweet-able), use engaging story-telling methods, and each has compelling imagery to resonate with the audience.
Most important, all focus around “areas of agreement” that everyone – from labor to management, men and women, different ages, races, and backgrounds – could identify and agree with. This was very intentional; developed to make everyone feel part of the effort; to represent the collective that America is; and start from an undeniable place of unquestioned agreement.
A common ground was important then, and it is important today. As any team works to deliver a multi-faceted, multi-objective, and multi-stakeholder experience, there will be times where not all agree on all aspects of the undertaking. But there will always be “areas of agreement” from which they can work.
Look for, develop, and start from these “areas of agreement”. It is from these that conversation, consensus, and cooperation can grow; that alignment can be realized; and impactful experience marketing achieved.