Risk

Degrees of Seriousness

If the hazard is extreme, we might expect multiple signs, ropes, prosecution threats, and a skull and crossbones warning of death. If the potential risk is minimal, we might anticipate a yellow sign reminding us to pay attention. Placement, colors, symbols, and words escalate or minimize the level of caution we are attempting to communicate.

How does your enterprise communicate a call to action? Is there a scale that ranges from summer camp registrations starting in a week to the state legislature hearing a bill that will cut off a majority of your cause’s funding? If you do not have a readily accessible scale, the message might be lost in a time of high need.

Tension

When we highlight an opportunity that contains tension, we are captivated by the narrative that follow. A single blade of grass is less remarkable when found on a lawn. Place the grass pushing through a broken section of asphalt and the struggle creates tension. We are uncertain of the outcome and more likely to be captivated by the journey.

We might incorporate the same mindset in our planning. The outcome of a shopping run to the grocery store is low risk. A strategic plan that considers an initiative that might transform a community increases the tension. Our fans are engaged when we share goals that are resonate but not common and repetitive. We are working on addressing problems that are challenging to solve. What is our role in the solution?