“Sign, sign, everywhere a sign
Blockin’ out the scenery, breakin’ my mind
Do this, don’t do that, can’t you read the sign?”
-Tesla 1990
“I saw the sign and it opened up my eyes, I saw the sign
Life is demanding without understanding
I saw the sign and it opened up my eyes, I saw the sign”
-Ace of Base 1993
Our brigade headquarters was a pretty nice building. It was new, had decent landscape, a rich history and amazing people worked there. For all the time I can remember, a sign hung behind the right side glass entry way door.
“Door Broken,” was scribed in not-so-good handwriting.
The sign had to be up for years. How many people passed through these doors? How many family members? Gold star wives, children, members of Congress and military leaders? How many people saw this sign, stating not only was our door broken, but we thought it best for staff duty to grab a sharpie and make a sign? Worse, most people tugged at the door anyway.
Signs are communication and you are the chief communicator. I liken this to the broken window effect – visible cues of disorder increase the likelihood of additional disorder. Allow one crappy sign, and you should expect other crappy representations of your place.
Every single sign (or method of communication) in your organization should be controlled by you so you can ensure the message is in line with the command’s vision, the content is properly branded and looks good.
Look around your place. Is it common for the local fundraiser to tape poorly made signs all over your area? “Burger Burn!” Who’s in charge of the television monitor as you walk into your headquarters? The safety officer? The J6? Should be you.
How about the marquee that tells me not to speed, text or drink while driving? That is a method of communication. A public affairs person should be in charge of it and make sure our command message and culture is trumpeted.
Impossible? If only they would allow you. Good news. We’ve done it and you can do it too. Start with small signs, tear them down. Maybe rebrand them and put them back up … maybe not. Find out who is providing content for all digital means and let them know you and your team have got it.
I remember one sunny Friday afternoon when my crew and I ran into our commanding general, each of us carrying an armful of torn-down signs. “What’s going on Dave?” he asked, clearly confused by the sight.
“Communicating, Sir. We’re getting all of our visual communication methods in line with the command culture,” I said, pulling from my bucket of responses. Later he talked about us “driving the holistic communication machine,” with that afternoon and signs on his mind.
Small wins will get you bigger. One sign at a time, show the people in your organization if they want to communicate broadly, you’ll help do it right and in keeping with the values which represent your organization.
Now go and do likewise.
Photo by Trice Denny
