What is your organisational DNA?
I am incredibly fortunate to have clients who not only provide me with constant learning opportunities as I support them but give me food for thought that I can reflect on and share with you.
Over the past eighteen months, I have had the privilege of working with the Scottish Community for people with Learning Disabilities (SCLD) on their strategic communications. This has involved in translating their organisational strategy (under the strategic drive and vision of CEO Charlie McMillan and Chair, Eddie McConnell) into effective communication methods that challenge mindsets, change behaviours, and aim to transform the policy landscape in both Scotland and farther afield. So, in fact, the world. Being part of this transformation has been an incredibly exciting experience.
One of the key factors that has energised the organisation is the clarity of its strategy and the embodiment of its “DNA”. So, what exactly do I mean by DNA? It serves as the guiding thread that connects the organisation to its vision. It goes beyond purpose. It acts as a weathervane, allowing anything that falls outside the DNA to be discarded since it won't contribute to achieving your vision.
“It serves as a guiding thread that connects the organisation to its vision.”
In the case of SCLD, two years ago they were a supporter of people with learning disabilities to now – they are a “Human Rights Defender” for individuals with Learning Disabilities. Although this may seem like a small linguistic adjustment, it has had a transformative effect on the people with learning disabilities they work with, their staff team, board, and leadership. It has served as a concise statement that clarifies why they are doing what they do and how it helps them realise their vision.
And it is having results. It has positioned itself as a force to be reckoned with. SCLD were successful in making 3 recommendations in the Universal Periodic Review, 2 of which have been supported by the UK government and will be reported on in the next reporting cycle.
It has developed a pioneering programme, Include For Good, that is truly ‘Rapporteur’ led with a view to transforming conversations into actions that bring about systemic and sustainable change across all sectors in Scottish Life for people with learning disabilities. These Rapporteurs, all with learning disabilities, presented, challenged and collected pledges of change in the Scottish Parliament in May.
It is leading on a national programme of work focusing on Gender Based Violence for women with learning disabilities. For more about what it has achieved, read its annual review.
It really has been a lovely experience for me to be a part of this renewed energy despite the mountain they are climbing in defending the ongoing abuse of human rights of people with learning disabilities. But this is my point. Having a vision and identifying your DNA connects with something that gives a source of collective energy. It is a short code that everybody can connect with and rally around, everybody knows what they are doing and why they are doing it.
So, take a moment to reflect. What is your organisation's DNA?
I would like to express my gratitude to the Publishing Bureau for their sterling work on developing the visual assets and ID of SCLD, and their social media.
If you’d like to explore this more, I have a masterclass coming up on aligning your strategy with your vision. Join up here
If you’re a social enterprise and want your strategy and your Board to align, come to our masterclass with expert Karen Leigh Anderson. Join up here.
If you are interested in reading more blogs, receiving event offers and resource downloads, sign up to our newsletter and subscribe below
