[Advice] Storytelling for the Peace Builder

It’s hard to imagine a world without stories and storytelling; after all, human beings are narrative animals. And where peace builders are concerned, it’s even harder to imagine a world without conflict.

Conflict is a process of change driven by stories. Stories that, when repeated often enough—and with enough veracity—become capital “T” truth in conflict parties’ minds, hearts and psyches.

Peace builders are experienced in hearing stories of conflict and disruption. They tease apart those narratives to move parties past “who did what to whom” and toward, resolution, reconciliation or even forgiveness.

But, when peace builders have to switch and become brand builders, sometimes they struggle with stories about their business, their peace practices and their approaches to advocating for peace in the world. This has created a space where peace builders are sometimes defined by market forces, rather than acting to create narratives that will drive the market to their door.

Go back and look at that paragraph for a minute: That set of thoughts right there is a story, full of assumptions, truths and values.

All good story making revolves around a three act structure, focused around an epic journey of some type. Any reading this who has studied the books of Joseph Campbell—or seen Star Wars—will know what I’m talking about.

The peace builder as “hero” is a tough meme to construct for many peace builders. It smacks of violating client self-determination. A narrative where the client is the hero and the peace builder fades into the background, never to be seen or heard from again, is comfortable for many peace builders. Such a construct can be seductive, because it reinforces various themes and narratives baked into the structure of many peace building efforts, from education and training to certification and publishing.

But…

The marketplace (i.e. potential clients and customers) enjoys the journey of heroes and even anti-heroes. Acknowledging this fact is not approval of it, so when constructing the story of an approach, process or philosophy, many peace builders would do well to follow three basic rules:

The brand client is always the hero—All good, memorable branding stories begin by focusing on the hero first and identifying that person and their role clearly (see the Apple campaign from 1984). When building a brand and a business, the conflicting parties are the heroes; but, they can only be heroic with a little guidance.
The brand narrative winds through every piece of content a peace builder creates—When I work with corporate training clients, the second best moment I experience is the moment when they tell me that they recognize me from my “heroic” photo, splayed “Superman-like,” across my marketing (see this here). My best moment is when all that fades as they come to realize, through instruction, training and guidance, that they have the power to succeed or fail if they want to—and on their own terms. When building business brand, images that are selected for your blog posts, your business card, and even your website and print media should all integrate and express the same narrative.
The brand narrative you want to send to clients must be consistent—The professional peace builder can send one, two or multiple messages to clients through multiple channels (see the Chipotle campaign here). And in a world with fractured and shortened attention spans—and multiple marketing niches and channels—it may be beneficial to send out multiple messages. Or, telling one story, one time, in one way may work better. Either way, the professional, savvy peace builder must decide on what the message will be—and where and how hard to promote it.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Opinion] The Infrastructure of Our Assumptions

The infrastructure underlying our assumptions about work, the material world, and the digital world, and even how people get paid for work, have to change.

One assumption people still struggle with accepting is: If it’s not physical, then it’s not worth paying for.

Another assumption people struggle to change is: If I can’t see you physically doing the work, you must not be actually creating anything of value.

And yet another assumption people struggle to change in the face of shifting technology is: If it’s in the digital world (work, products, infrastructure, etc.) then there must be a physical corollary or else it’s not “real.”

All of these assumptions are being upended, moment-by-moment, bit-by-bit, by software companies (Google, Facebook, etc.) product companies (Tesla Motors), and digital goods companies (Amazon, Zappos, Netflix, etc.) and there are no signs of slowing down. Meanwhile, in the “real” world, the debates that rage in our public discourse are over basic income, wealth distribution, race and gender, and the nature of public policy, regulation, and laws in the face of rapid change.

We insist on using 20^th century language and 20^th century approaches to resolve 21^st century problems. The solution to this is not to slow down, change, or push back machine learning, software development, or even physical and digital integration. Instead, the solution to this comes right out of the world of conflict resolution: Developing and sustaining the environments that will allow people to be creative, be generous, be courageous, and be truthful in a world that will increasingly reward by revenues of connection, referral, and relationship, those people who can successfully relationally connect with other people.

Rebuilding and reimagining the educational, social, and community infrastructures that will empower people to be their best, most ethical selves over the long stretch of their lives and creating and sustaining the systems to reward that growth—that’s the hard work.

Assumptions undergird work and the value of human labor. Assumptions undergird emotional labor and the value of that labor. Assumptions undergird adoption of technology, systems, and even the design of physical infrastructures.

But, the thing about assumptions is that human being make them.

Which means, with courage, and without apathy or defeatism, they can be unmade.

Even in the face of conflicts over change.

-Peace Be With You All-

[Advice] How Comfortable Are You…

How comfortable are you with the word “no”?

Not “maybe.”

Not “kinda.’”

Not “eeehhh…”

But “no.”

No’s seem final, door closing, and never good. We’re told to “keep our options open” in a conflict management situation, in a negotiation around topics that matter, and when we are working with people and parties to change them.

No is a word of opening. And reframing the word “no” to mean something else in YOUR mind, has to happen long before you sit down with someone else, who has a frame of reference and a worldview that you may want to say “yes” to, but to preserve your principles, may have to say “no” to.

-Peace Be With You All-

[Advice] The Minimal Viable Product

If you’re building a peace project, it’s important to understand what you’re creating in the product phase, so that you understand what you’re selling.

Many creators misunderstand the idea of a minimal viable product. The definition, created by the writer Eric Ries (he of Lean Start-Up fame), is as follows:

“A Minimum Viable Product (MVP) is: “[the] version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort”

In essence, a product that doesn’t try to be perfect (what the peace builder may want) but instead is a product that “ships” (i.e. gets into the market, gets out the door, gets into the customer’s hands, etc.) so that peace builders can interact with the market, rather than think about interacting with the market, is an MVP.

This is where many peace builders get caught up:

The blog that takes you ten minutes to set-up and allows you to distribute your ideas, thoughts, and passions about peace to the market is an MVP. The pretty website around the blog that “has to just look right” is not an MVP.

The email that is a conglomeration of various links, information about peace building, and allows you to interact with fans, audience, and potential customers, and that takes you an hour to set-up and an hour to send out three times a week, is an MVP. The list of emails to send the email to is not an MVP.

The workshop on active listening that you develop after ten minutes of thinking about the problems with clients in conflict that you are seeing at the mediation table is an MVP. Continually changing, researching, and referencing to make the workshop “perfect” is not an MVP.

The interaction with social media platforms through setting up a business page on Facebook, tweeting and retweeting links to peace building producers in other areas, or the posts that you consistently write and put on LinkedIn are all MVPs. The constant worrying about perfection (or not being wrong in what you retweet on social media) cannot lead to creating an MVP.

The issues with developing an MVP is that many creators of peace building projects get caught up in the idea that a product (a workshop) a blog post, a website, an email, or a social interaction has to be perfect. But the secret of the MVP is that the market isn’t looking for perfection.

The market for your peace building project is looking for YOU. The people in conflict who need resolution, engagement, help, ideas, a process, or even just advice, aren’t looking for perfection. And in many cases, once you engage with them with your MVP, enough people are generous enough to give you help, feedback, and encouragement to develop and reiterate your MVP so that it moves from being “minimal” to “maximal”

Selling begins when peace builders have the courage to engage with the market.

-Peace Be With You All-

[Strategy] Peace Building is not a Commodity

There are commodities, massive amounts of resources, products, and even ideas, that consumers use and discard at mass. Commodities can also be traded for money and generate outsized revenues because they are so valuable to consumers and can be differentiated across so many secondary and tertiary products in the market.

An obvious commodity is oil.

Another obvious one is meat, such as hogs or cattle.

And yet another obvious commodity is metal, such as steel, copper, or gold.

The price of a commodity fluctuates over time, as the amount of it either decreases or increases. So when new oil deposits are accessed through new technologies (e.g. the hydraulic fracking process) the cost of that commodity decreases as the available amount for consumers to use increases.

There are non-obvious commodities as well. We see this in the job market when too many people trained, or graduated, from one academic area to the working world, and then they ‘flood’ the market. Currently, the legal field is seeing a classic increase in the commodity of educated graduates, followed by the commensurate decrease in the salaries that they are able to command.

Another non-obvious commodity is information. We see this on the Internet, where the search giant Google has made the ease of accessing all the world’s collected knowledge (not wisdom mind you) a cornerstone of their business model. When access to information becomes cheap (the commodity increases) then the revenues provided to people who used to guard access to that knowledge (e.g. journalists, writers, commentators, academics, social authorities, etc.) decreases.

Until the revenues generated from the exploitation of non-obvious commodities hits zero.

The reason why this phenomenon doesn’t happen with obvious commodities is because obvious commodities have a limited shelf life (meat rots if not processed), they will eventually run out (anybody heard about peak oil lately), and they become less valuable as new ways to do old things are discovered (cutting down trees for paper versus recycling old paper).

The trouble with selling peacemaking in light of this unconscious thinking and valuing in the market of obvious and nonobvious commodities is three-fold:

People in conflict value trust (a non-obvious commodity) at a higher level than process (another non-obvious commodity) and thus will ‘pay’ more to the peace builder—in terms of attention—who works on trust first rather than process.
People in conflict view disagreements, disputes, fights, ‘differences of opinion,’ and other interactions with other people as an obvious commodity. For many people conflict is something to be avoided, and they have worked out sophisticated processes in their own brains to justify, avoid, delay, or surrender, to the conflicts in their lives. The approach that many peace builders take of trying to ‘sell’ resolution as a transformative, evaluative, or even facilitative process, does not strike a chord with such people.
People in conflict don’t view making peace as a commodity. Instead, litigation, escalation, negative confrontation, revenge, ‘getting what I’m owed,’ or even ‘getting a reckoning’ are viewed as rare commodities (even though they aren’t) worth paying a premium for in time, money, attention, and emotional labor. When peacemaking as a process and a goal is not viewed as a commodity worth pursuing by people who see themselves as powerless, rather than powerful, peacemaking will not be valued by the open market as highly as all those other processes.

Understanding how peacemaking as a process is viewed and valued by an open market, can go a long way toward encouraging the development of realistic goals, timelines, and plans for the academic training, professional development, and business development of peace builders from all backgrounds and stripes in the world.

-Peace Be With You All-

[Advice] Packaging Your Workshop

Think for a moment about product packaging:

Everything that we buy, from dish soap to artesian water, comes in some type of package. Being the rational consumers that we are, we often tell ourselves that the shape of the container, the way that the container is delivered to us, or even the design and colors on the outside of the package doesn’t influence our decision to purchase.

The more honest, irrational consumer, however, will admit that all those factors influenced their purchasing decision, but they won’t admit it in a way that can be quantified, researched and measured in a way that will produce repeatable results.

Instead, they’ll just say “I liked the bottle.” Or even “The wine tastes different in this glass versus that glass.”

In the fields of marketing, advertising, and sales, the psychology of influence has been used for years to design packaging that has sold millions of units of products over decades. Proctor and Gamble doesn’t just exist because of fancy investments.

The peace builder who wants to sell a workshop, seminar, or coaching, should examine closely the impact of influence in three areas, if they want to have a successful sales career selling solutions to conflicts to a conflict comfortable, and peace process skeptical, public:

When selling an intangible product (peace, health, stress relief) or service (legal help, social work, therapy) it’s important to remember that rationality ceases to be a driver of the decision making process to buy: Potential clients may claim that rationality drove their decision to pursue peacemaking as a process, but typically what drove their decison making was the rise of their emotions around their conflict, that encouraged them toward your workshop, seminar, or coaching offer.

The same emotional content that drives conflict escalation (and encourages de-escalation) drives product (peace, health, stress relief) or service (legal help, social work, therapy) purchases: This fact makes it hard for the peace builder to sell, which is why their marketing efforts must be robust, always on, and always human.

No one remembers what you told them, but potential clients will remember how you made them feel: This statement sometimes reads as facile, but the fact of the matter is, potential clients are searching for a feeling—of trust, professionalism, confidence, security, competency, etc.—before they even see your marketing materials or hear your sales pitch online. This is why the rise of video (and live streaming) for the peace builder is such a critical tool for driving and converting sales. All of the emotional content comes through in a personal appeal via video.

Packaging a product (peace, health, stress relief) or service (legal help, social work, therapy) is more a matter of determining the “emotional tone” a peace builder would like to strike with the market, and then championing that tone to close sales.

And all without being unethical.

-Peace Be With You All-

HIT Piece 03.29.2016

If Bob feels as though he got screwed in his last mediation session out of assets like a boat or a pile of money, his world view of the mediation process is different than that of his ex-wife.

If Ann sees her job I’m human resources as determining policy and keeping people in line, she’s going to take a different view of conflict management training than Jill who sees her job as being an agent of change in the organization.

If Dave sees his role at church as being a person who keeps the boat from tipping over rather than as a person who is there to lead a flock to Christ, his approach to internal church conflict is going to be different than that of Melinda’s, who sees her role in the church as a Deacon, as one who is there to lead people to a relationship rather than through religion.

Worldviews of your clients around conflict–and the processes of getting to resolution–matter more than your worldview does. And if you haven’t bothered to explore their worldviews as you champion peace, then all your selling peacemaking as a place of transformation, facilitation, or even evaluation won’t matter a hill of beans.

-Peace Be With You All-

[Opinion] The Good News

The set-up for the story is always the same.

There’s coercion, envy, false accusations, an artificially whipped up mob, a person turned into a scapegoat and a trial without representation, on trumped up charges, geared toward a predetermined outcome.

Then there’s an execution by a regime a downhill slide from a once great republic, with once great ideals, that has become inherently monarchal, brutal, and undemocratic.

There are manipulations, machinations, and deceitful dealings by people who care more about power and religion than relationship with the people they are claiming to serve.

And then, at the end of twelve hours, it’s supposed to be all over.

But then, a radical claim that’s never again been claimed by anyone else since that time in the history of the world, is made three days later. The scapegoat is said to be alive, walking around, not seeking vengeance, or destroying those who destroyed Him. Instead, He’s talking about peace, forgiveness, and preparing His bewildered and scared followers for even greater things to come.

And then, body and all, He disappears; leaving behind a world filled with followers, disbelievers, empires ruled by men who seek power and recognition above all else, and leaders who seek power and religion more than relationship.

Jesus Christ’s death and resurrection is the most powerful story told in human history.

There are many reasons for its power, but at the bottom of it, is the radical idea that a man can be killed for saying all the things out loud that people think in their hearts about how the world—and our relationships should be—and then can be filled again with new life, and then leave the Earth, body and soul, of His own volition.

This is a story that many, many people reject. This is a story that many, many people find too unbelievable to be believed. This is a story that many, many people have argued with, fought against, or sought to co-opt for centuries.

But it’s a story that won’t go away.

And today, on Good Friday in the Christian world, Believers in the power and message behind, underneath, and through that story, would do well to take some time to meditate on what that story really means around their worldview, their decisions, and their lives.

I know that I will.

-Peace Be With You All-

[Strategy] “Why” is the New Black

“Why” is the new black.

I keep saying this, in trainings mostly, and what it means is that–what lies at the core of most problems, disputes, disagreements, frustrations, and “differences of opinion” in the workplace—is the inability of adults to ask other adults the question “Why?”

The reasons for not engaging in this way are numerous, but the largest on is that supervisors, managers, and even fellow employees, have been trained subtly through the power of social proofing and liking—along with groupthink— to believe that asking “why” as a way to explore motivations (either intrinsic or extrinsic) is the province better-trained, more highly compensated “others” higher up the hierarchical ladder.

Supervisors, managers, and employees also want the reassurance that if they ask exploratory questions in a Socratic manner, that such questioning will lead to resolution in their favor and against the other party. This is, of course, an unknowable outcome, and so it’s just easier to avoid the whole thing and adopt a “Do as I say because I told you to” position. One that leans on authority and extrinsic motivators.

Unfortunately, (or if you are a person of courage, fortunately) the Industrial Revolution is over. The era of supervisors, managers, and leaders merely leaning on authority to get widgets made faster and cheaper has passed as well. And the era of calling everyone’s bluff is now upon us.

Increasingly, people are returning to the idea (that was rampant in the world before the Industrial Revolution brought prosperity to the masses) that labor has to matter. Jobs, work, and labor are all discretely different and we have spent 150 years muddling the boundaries. But, in a 21^st century where more and more people who would have been tagged as merely “employees” are asking “Why?” to get to the meaning and mattering behind widget based tasks, the boundaries are only going to become sharper.

For supervisors, managers, and employees struggling within the transition from the brave, old, familiar world to the brave, new, unfamiliar world, getting rid of the desire for reassurance, developing patience, and exploring motivation Socratically by asking “Why?” is the only way forward.

Otherwise, a lot of middle management in a lot of organizations will be hollowed out and replaced, because performing emotional labor will become secondary in value to the immediate revenues that lower paid, more compliant people, algorithms, or robotics can provide.

-Peace Be With You All-

[Strategy] Selling for the Peace Builder I

The sales process for a peace builder in the open market is wrapped up with impressions, ideas, concepts, and intuition that the peacebuilder has in their head about every sales film, sales call, and selling situation they’ve ever been involved with.

But, in order to be successful in the open market, where noise and multiple messages reign, the peacebuilder must become comfortable with establishing their value in the market early—which is the first step in starting the sales process. The struggle for the savvy peace builder is how to find clients who will pay (marketing) and then how to “close” them ethically (sales). The only way for the peace builder to sell ethically is to build a fulcrum (from Seth Godin and his 2006 book Free Prize Inside) and to become a champion for peace. Through such a process, the peacebuilder becomes the “free prize” inside the value they add to the client.

All sales are relational in nature, but, in order to “sell” and “close” on the promise of peacebuilding for clients in conflict, the peace builder must become a champion of peace. This requires a changing in the thinking of the peace builder around the sales process.

The second step after marketing then becomes, not the “ask,” but the process of building a fulcrum to demonstrate value and become a champion, and then leveraging that value and championing to grow the revenues of relationship, trust, and money.

The practical steps in building a sales fulcrum involve:

Determining if the customer you’re selling to as a peace builder thinks the work of building peace is worth doing.
Determining if the customer you’re selling to as a peace builder thinks that you are the person to build that peace.
Determining if the customer you’re selling to as a peace builder believes that the outcomes of work of building peace are actually an added benefit to them, their organization, or their lives.

[Strategy] Selling for the Peace Builder I

By definition, all of these practical steps are hard for the peace builder to answer, because they are based in assumptions, ideas, and a worldview that is unproveable, unknowable, and unquantifiable, until after the work of building peace is already in progress—or already completed.

This is why building the fulcrum should be front and center of any peace builder’s sales process. Too many peace builders get caught up in the easy part (creating the product (i.e. early, mid, or late stage intervention) that the client in conflict can use); or get focused on talking about the unpleasant part (entering structures (i.e. families, companies, schools) from the outside w/no leverage or trust to build a fulcrum); while avoiding the hard part entirely (building a fulcrum in spite of rejection, hopelessness, or the inability of clients to close).

All of peace building, from negotiation to mediation and every intervention at every stage in between, is built on needing other people to act.

When you need other people, you must leverage them.

What they think matters.

What they think about you matters.

What they think about peace and peace building matters.

-Peace Be With You All-