Remind Me Again Why We’re Doing This?

I’ve been learning through trial and error about how to communicate our project.

In my early conversations with our neighbours, I focused on sharing the basic information. What do we want to do and what does it look like? I knew I had to keep it short and not throw out too much information all at once. So I showed renderings, gave basic facts, and then somewhere in the muddle of it all, I practically whispered something about energy efficiency and my passion for sustainability – as if I was embarrassed to admit that this was the stuff that gets me up in the morning.

Then last week, I took a course in communication and leadership that convinced me I had it backwards. I need to lead with the vision and follow with the cool pictures and facts!

In other words, we must answer the question ‘why?’ at the very beginning of the conversation. If we answer the question later, it gets lost in the details. If we don’t answer it at all, we leave others to guess, and for many, ‘why’ is that we’re just another developer out to maximize profit.

So I tried it for myself, using the project narrative/letter to Council as my testing ground. Here’s the draft of the introduction:

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This proposal is to modestly increase density in one of Victoria’s most walkable neighbourhoods, in a manner that exemplifies efficient design and construction practices, and respects the fabric of the existing established neighbourhood. The project is shaped by the following fundamental values (here comes the ‘why’):

• We believe that we have the skills, materials, and available technologies – right now –  to build new homes that are significantly more energy and water efficient, comfortable, healthy and long-lasting than most of what is being built today.
• We believe there is tremendous value in our existing homes and that there is much we can do to improve those as well.
• We believe that environmental outcomes are at least as important as financial ones.
• We believe that thoughtfully designed infill is critical to supporting a walking and biking culture.
• We believe that sustainable design is compact design.
• We believe that anyone can make a positive difference in their communities and this project is how we want to do it.

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Starting with our vision – in a written narrative, a presentation, or an in-person conversation – reminds us what motivates us; what excites us; what pushes us out to knock on doors and jump through seemingly endless hoops. The fact that we have this opportunity to manifest so many of our core values in a real, live, bricks and mortar project is frankly incredible! It makes me want to jump up and cheer. So why in the world would we not start by sharing this enthusiasm?

You may not agree with our vision, and that’s OK. But the beautiful thing about sharing it is that it opens the door to conversation. It leads to questions. It may lead to disagreement.  It may lead to new ideas.

And by being clear about what we care about and where we are coming from, we are opening ourselves to the possibility that others are there with us.

What do you think?

(For a different spin on the same theme, check out architect Steve Ramos’ 7 Essential Public Speaking Lessons I Learned the Hard Way.)