Key Messaging Exploration Talking about trueU and communicating with trueU members
Why was this document created? • Establish messaging consistency—now and in the future • Help trueU partners/vendors align with the brand • Understand the difference between how/when trueU talks about itself and how trueU talks to others • Give meaning to the words in the positioning statement • Providing internal alignment
Part I Talking About trueU
Positioning Statement We are a community of like-minded, purpose-driven organizations working together to grow businesses by helping people become the best versions of themselves, their “trueU.” We do this by offering opportunities for people to GROW, CONNECT, and SERVE.
“We are a community… We help each other and our companies succeed — from CEOs to front-line employees — by connecting with one another and actively engaging in dialogue. By being part of trueU, you are a part of something bigger .
“of like-minded, purpose-driven organizations… We come from organizations that care about their employees first as people . We share common values and strive to serve a meaningful purpose in addition to earning profits. trueU member organizations value: • Community and collaboration • Service • Meaningful relationships • Family • Enthusiasm • Taking risks for the greater good
“…working together… As part of trueU, we believe in sharing and exchanging our unique strengths, perspectives and best practices for the benefit of our fellow community members, their families and their member organizations. Companies that join trueU come as both students and teachers.
“…to grow business by helping their people… Businesses exist to grow, be profitable, and provide jobs. We believe doing well by people is the right thing to do, and that by putting people and relationships first, business success will inherently follow .
“…become the best versions of themselves, their trueU. Our journey in life is about the discovery of and alignment with our purpose. We believe anything is possible when we: • live with intention, • set measurable goals, • prioritize relationships, and • balance self-care with pursuit of the greater good.
“We do this by helping people GROW... By first identifying our strengths and gifts, we can uncover our individual and collective purpose and grow in ways that help us fulfill it. Our personal growth is supported by a variety of trueU programs, including a portal , where members access high- quality personal development curricula as well as set goals, plan action steps and track achievements, and the Leader in Training program, which provides a 6-month immersive experience to support emerging, high-potential leaders.
“CONNECT... As part of the larger trueU community, members have opportunities to connect with like-minded people and develop more meaningful relationships at work and in life. Members also learn how to better connect with coworkers, family members and the community as a benefit of learning through the GROW and SERVE pillars.
“and SERVE.” We want a servant spirit to permeate everything we do as leaders, workers, parents, people. Humbling ourselves to raise up others can provide purpose and meaning . We also believe businesses can experience positive transformation through the power of service.
Communication Hierarchy One second 10 seconds 30 seconds
Communication Hierarchy After one second, people should know: trueU helps member businesses grow by growing people.
with the trueU Communication Hierarchy community After 10 second, people should know: , finding like- minded, life-long learners who want
Communication Hierarchy After 30 second, people should know: Members grow and connect through self-discovery, goal- setting tools, proven online curriculum, motivational events, leadership development courses and service opportunities. Active members experience increased engagement, better interpersonal relationships and a greater sense of purpose--making them more effective leaders who are showing up even better at work and helping make their organizations more successful.
trueU helps Communication Hierarchy After one member second When a business is a member, employees and businesse their s grow family members become 10 seconds Members grow and connect members. They connect by through self-discovery, goal- with the trueU setting tools, proven online community, finding like- growing curriculum, motivational events, minded, life-long learners people. leadership development courses who want to nurture 30 and service opportunities. Active potential in themselves seconds members experience increased and others. This engagement, better interpersonal community strives to help relationships and a greater sense people to become their of purpose--making them more best selves--their trueU. effective leaders who are showing up even better at work and helping make their
Core Values • Also brand attributes—if Integrity trueU was a person, this is Respect how you would describe Authenticity their character and Innovation personality Excellence • Don’t tell them the values, Enthusiasm show them trueU is who it says it is—use proof points Humility
Integrity We promote individual and organizational wholeness by • valuing employees as people first and encouraging risk-taking for the greater good. Our honesty is reflected in how we talk and demonstrate to • our stakeholders that we are trustworthy. We provide principled and proven resources that impact • peoples’ lives. We honestly portray trueU as a journey, not a quick fix. Finding • purpose and becoming the best “you” takes time to explore, internalize, and live.
Respect We understand that businesses exist to make a profit, • but we believe the most successful businesses put people first and even greater success follows. We believe each person must find their own purpose • and their own path to leadership. Our approach encompasses the whole person, • recognizing that people have lives outside of work, and it enable higher levels of performance at home, in the community and in their jobs.
Authenticity trueU is creating a community of leaders—we are not • training and development experts or consultants. As trueU staff, we pursue ongoing personal growth and live • authentically to the trueU philosophy. trueU believes that leading authentically means you are • never done learning. By admitting you aren’t perfect, you find room to grow. We engage and interact with our stakeholders in a • genuine, not self-serving way.
Innovation We use an integrated approach to building leaders, which includes three • pillars: Grow, Connect and Serve. We form partnerships with service-minded organizations so members • have opportunities to experience servant leadership first hand. Members come to trueU as students and teachers, resulting in a library of • resources, tools, and programs that are continually growing and evolving to meet the needs of businesses and individuals. We have a vision and roadmap for our offerings, including a portal • destination that provides valuable learning content and brings the trueU community together virtually.
Excellence We seek and share feedback on our courses and events so we • may learn how to provide ever increasing value to members. We provide resources that have been tested and proven by • other members. We help member organizations compete by enhancing • recruitment and retention strategies, as well as developing leadership pipeline. We are committed to ensuring that what we do and how we • do it, including our communications, reflects standards of high quality.
Enthusiasm We host networking sessions, peer roundtables, an • annual convention and other events to create synergy and sustain the energy shared by like-minded members. We enthusiastically aspire to achieve bigger and better • things — for ourselves and our members’ businesses. We envision trueU as a sweeping movement that can • help change the culture of business and help organizations and people find purpose.
Humility The needs and interests of our members come first in our • decision-making and in our communications with them. Membership is a choice, and we must provide ongoing, • proven value if we want members to renew year after year. trueU is what it is today thanks to friends, founding members • and others who believe in the trueU philosophy and model. Our decisions and member offerings are driven by our • embodiment of servant leadership.
WHO is trueU? Develop a shared vocabulary for clarity and consistency LIT students LIT participants trueU staff trueU team employees members / people LIT graduates LIT alumni the website the portal (when referring to the portal)
Part II Communicating to Members and Potential New Members
trueU has established its value and delivers on promises • Put the member/reader first; affirm their needs, desires • Embrace humility • Humble does not mean apologetic; be confident • You have a valuable message to send • See examples
SAY
You’ll gain knowledge We’ve been and skills at working an event hard to designed to bring you… help you grow and connect.
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