What can leaders learn from political campaign slogans? A lot actually. If you’ve been following elections over the last few decades, you’ll notice that the candidates that win do so because of their ability to cast a vision for the future of America that people want most. Common sense right?

But what most people don’t think about is how much their actual campaign slogan may have helped them or hurt them.

Let’s look at recent history:

  • In 1992, George Bush had “A Proud Tradition.”
    In that same year, Bill Clinton’s was “It’s Time to Change America.” — He won.

  • In 2008, John McCain was “Country First.”
    While Barack Obama’s slogan was “Change We Need.” — He won.

  • In 2016, Hillary Clinton had two campaign slogans: “I’m With Her” and “Stronger Together.”
    Donald Trump said he would “Make America Great Again.” — He won.

Notice how the winners cast a compelling vision for the future while the losers focused more on the present — settling for the status quo. The winners cast a vision for a “new opportunity” while the losers were only offering “improvement” in what was already there.

The task of all leaders is to cast a compelling vision for the future that unites and rallies people around it. Most people want to be a part of something that is greater than themselves. It turns, out, when you study the most significant movements throughout history, you always find that they have three things in common:

  • A charismatic leader — someone they can relate to and identify with.

  • A cause they can get behind — they paint a picture of a preferable future.

  • A new opportunity — their idea, product, service provides the vehicle of change.

I’ve even thought about how this principle relates to our ministry. Our church is called Connection Point, and our mission strategy is: “We point people to a connection with Jesus, one another, and God’s purpose for our lives.” When we launched our new brand, I even did a four-week teaching series entitled, “I Am the Connection Point.” This next year, we’re even going to provide T-Shirts that say, “I Am the Connection Point.” Why? Because we want people to identify with our vision — our campaign slogan for our preferable future. A future where the average church member indeed sees themselves as the connection point between heaven and earth; a person God can use to link others to Jesus, to His body, and His greater calling for their life.

If you were running for President, what would your campaign slogan be? Would it be more on “improving the same” or casting a compelling vision of where your people want to go and what they really want?

One of the most inspiring quotes of recent history is that of Apple founder, Steve Jobs:

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

May God help us to be a “world changer” within our scope of influence.

SOURCE: Russell Brunson, Expert Secrets (Morgan James Publishing, 2017), 31-32.