When an "Elevator Speech" Isn't Enough

We have each experienced the inherent power of choral singing, but every once in a while that incredible strength becomes evident to the community at large. I noticed such an instance while watching the morning news. A reporter asked some Virginia Tech students how they were coping with the terrible tragedy that had occurred on their campus. One replied, "It wasn't until we all got together and sang that we started to heal, to feel better, and know that we'd get through this. It meant so much to us all."

The act of gathering in song touches something very primal in the human soul. Perhaps that's why singing has been incorporated into social and religious ritual from our earliest history. Choral music is used across cultures for purposes central to life—to articulate sorrow, summon divine presence, express joy. I bet such feelings are why many of us were drawn to singing in the first place. But, random acts of singing—however wonderful—do not a sustainable chorus make. And, as organizations with the incredible power to communicate through song, I believe choruses have a responsibility to do so in a sustainable manner.

Choral music is used across cultures for purposes central to life—to articulate sorrow, summon divine presence, express joy.

One key to maintaining your chorus's ability to communicate is strategic decisionmaking—and that's where your mission statement comes in. Crafting a solid mission statement is part of your strategic planning process. This process should yield a mission that informs your strategy, and strategic activities that support the goal of achieving your mission. Developing these components may not be a linear process—indeed, they may both evolve organically as you discuss the issues together. But, however you arrive at your mission statement, it is essential to be able to articulate it succinctly.

The notion of an "elevator speech" is one way of thinking about one's mission. It requires discipline to state 1) who you are and 2) what you do, in the time it takes to travel a few floors in an elevator. (Presumably with a prospective major contributor or talented singer who could fill that hole in your tenor section.) But while these two elements are necessary to your mission statement, they are not sufficient unto themselves. What's missing is a third, more emotional component.

Consider the following situation: You are shaken from a deep sleep by your significant other who demands an immediate answer to the question, "Why do you love me?" I don't know about you, but in my home, one had better have ready a very pithy, heartfelt response. Merely answering the questions that comprise an elevator speech—who are you in the couple (a spouse), and what do you do as a couple (reside in the same home)—will clearly not suffice. At this point the "You complete me" reference from Jerry McGuire might come in handy. It's the element that answers the third question essential to a mission statement. Namely, "Why do you matter?"

A mission statement that describes who you are, what you do, and why you matter, will attract and build deeper relationships with your constituencies. The addition of the emotional component differentiates your chorus and will elevate your elevator speech to pillow talk.

A mission statement that describes who you are, what you do, and why you matter, will attract and build deeper relationships with your constituencies.

Your differentiated mission statement helps you stand out in the eyes of potential singers, audiences, and donors, to name a few. It also facilitates strategic decisionmaking. When faced with questions such as the choice between several activities your chorus could engage in, or how to most effectively spend scarce resources, the answers become clearer—do that which best supports your mission.

Don't put it on the shelf once you've done the word-smithing—ensure you use your mission statement as a valuable tool. Bring it to board and committee meetings and read it before taking votes on strategic activities. You'll be amazed at how consensus can develop, and how consistent your actions can become.

Choruses that make mission-driven decisions are healthy organizations that can sustain their ability to communicate through the beauty and power of choral music. It's what we are called to do.