111011 “COGITO ERGO TRITTILO (I THINK, THEREFORE I TWEET): Conveying ‘Servant Thinksmanship’ Ideas in the Twitter Age

“Reflections’ Column

For OutcomesMagazine,

Exclusively Submitted on Request

By A. Larry Ross, October 10, 2011

(725 Words)

COGITO ERGO TRITTILO (I THINK, THEREFORE I TWEET)

Conveying "Servant Thinkmanship" Ideas in the Twitter Age

In a recent Dallas Morning News editorial, “The Elusive Big Idea,” columnist Neal Gabler observed that burgeoning information has replaced bold ideas as the intellectual currency of our time. In the past “we sought not just to apprehend the world but to truly comprehend it, which is the primary function of ideas,” he wrote. “Great ideas explain the world and one another to us.

“But if information was once grist for ideas, over the past decade it has become competition for them,” Gabler concluded. “We prefer knowing to thinking because knowing has more immediate value. It keeps us in the loop, keeps us connected to our friends and our cohorts…While these ideas may change the way we live, they rarely transform the way we think.”

So, how does a visionary leader overcome his or her followers’ insatiable desire for “information” and cultivate “ideas that inspire?” Perhaps the answer is found in comparing the communication styles of cultural phenomenon Twitter with the principles of Jesus in the context of renowned theologian Tony Romo – all uniquely counter-intuitive.

Questions of Jesus

Any reader of this Communications-themed issue of “Outcomes” magazine would agree that the primary purpose for instruction is to convey information. But that wasn’t the way Jesus led or taught. Instead He asked questions: “But who do you say that I am?” “Why does this generation seek a sign?” “Do you love Me?”

For Jesus, it was less the answers given, than the questions asked as He challenged followers on their faith journey and stretched seekers in their quest for Truth. While connecting with individuals, He stayed focused on the big picture, casting vision by creating ownership among disciples, the downtrodden – even detractors – of ideas on His mind or that they needed to consider. Their “aha” came in the discovery -- which took longer -- but stuck, once it sank in.

The Query on Twitter

As veteran Twitterati know, until recently the primary question to which Twitter users respond in 140-character status updates was “What are you doing now?” The focus is on activity, rather than being – or thinking – which, in turn, scratches our collective societal itch to keep informed, even if it is only to know our friends’ or colleagues’ movie preferences or what they had for lunch. But from a leadership perspective, perhaps it begs the wrong question.

In many ways social media have changed the communications industry, in that we no longer publish primarily through traditional gatekeepers in the press, but directly to key audiences. In some respects, Twitter is a classic expression of Christian charity, in that one ultimately receives by giving. Though not the motivation, I am constantly amazed that when I share of myself in a tweet, I immediately acquire new followers.

The same is true for any leader already communicating via social media, or for those that aren’t, who connect with colleagues or constituency through other communications platforms. However, considering the biblical injunction from Proverbs 23:7, “As a man thinketh in his heart, so is he,” rather than tweeting what one is thinking, Christian leaders today have unprecedented opportunity to share what they are thinking, or to pose a question to get followers thinking or executing in that direction.

There is much discussion in management circles today about “Servant Leadership,” a philosophy and practice of achieving organizational results by giving priority attention to the needs of the colleagues one serves. My consultant friend, Pepper Bulloch, and I recently agreed that what is really needed today is “Servant Think-manship,” practiced by leaders who convey not only what they are thinking, but more importantly, what others need to know.

The Quandary of Tony Romo

Some readers of this column may be at a similar leadership crossroads as Dallas Cowboys quarterback Tony Romo after throwing three interceptions in a devastating loss to Detroit this season. His focus to improve needed to go beyond execution to right thinking; beyond tactics and technique to vision and assessment, within which his team could improve their play.

Other CLA members have already made that transition in their minds, benefitting from CLA’s mission “to exhort, equip and empower Christian leaders to think biblically and lead effectively…” Their challenge will be to express their thinking as “Philippians 4 Communicators,” applying the filter from verse 8: Is it truthful? Is it useful? Is it edifying? Is it honorable?

Tweet that.

A. Larry Ross is president of A. Larry Ross Communications, a full-service Dallas-based public relations agency that provides senior strategic counsel and cross-over media liaison emanating from or targeted to the Christian market. With more than 35 years' experience influencing public opinion, Mr. Ross' mission is to "restore faith in media," by providing Christian messages relevance and meaning to mainstream audiences. He can be found on Twitter at @ALarryRoss.