If your organization wants to have broad impact on its field, consider this: Success often comes when an organization can use direct program experience to inform its position of thought leadership.
Here’s a case in point. Consider the Brazelton Touchpoints Center that helps improve care for very young children. They had a question: Should they continue to deliver in-person training and consulting to health care workers and parents, or should they focus on disseminating their ideas broadly to influence such people all over the country?
As we worked with the Center, it became clear they needed both. The direct interaction with those engaged with young children provided concrete experiences and a fertile ground for testing new ideas, which in turn informed the organization’s disseminations to the field. Moreover, such experience added credibility to their message.
You can picture this combination of direct service with broad ideas dissemination as the letter “T.” The stem of the T represents in-depth direct-service work conducted in specific locations, going narrow and deep. Here the organization provides direct service to people, delivers training, conducts programs, or provides coaching and consulting. The organization can use these “laboratories” to develop innovative approaches, and evaluate its results.
We have seen a number of organizations use this T-shaped structure to advantage, including Frank Porter Graham Child Development Institute, a university think tank bringing innovative approaches to early child care, Garrison Institute, bringing the wisdom of meditation to social change efforts, Glynwood Center, a land-use organization helping to preserve farmland, and the Child Health and Development Institute, an advocate for high-quality children’s health care. In each case, the organization engages in direct-service program work, training health care practitioners, running a grass-fed beef operation, or hosting meditation retreats. These in turn strengthen the organization’s ability to develop and disseminate really useful ideas that others can employ.The cap of the T is the dissemination that brings proven ideas to the field, going broad and wide through publications, social media, or public presentations.
So, if you want to influence your field through well-founded, practical ideas that others will use, one good way is to be shaped like a T.