Effective communication should move people.
Too often, we spend our energy and creativity focusing on deliverables as if they are the communicator. The best projects, pieces, technology and art we create function as a support tool for a macro message. Tools are deliverables crafted for a purpose. They simplify complexity, inspire people to action and empower people in community.
Tools don’t try to tell the whole story. They are a piece of a story. When we try to tell the whole story with a micro piece (Web page, design, technology, etc.) we horde control and fall in love with our own creation. This is a communication dead end.
I think the folks at SoChurch are illustrating some great examples of what it looks like to weight the purpose over the deliverable. Church communications…simplified. Details are still unfolding, but keep your eye on their blog. They’re releasing new screen shots on a regular basis and posting questions about what SoChurch is and what it isn’t. I’m getting more and more eager to get my hands on this tool.