A Declaration of Passion

I have talked a lot throughout this blog about the power of a manifesto, why they are important, and how to draft them. However, I was talking with a client this week and I described it, for the first time, as a “Declaration of Passion.” Moreover, in that moment, the somewhat nebulous concept became clear and the real power of the manifesto was revealed.

Definition of a Manifesto

For those of you who may not have been following along, a manifesto is a tool that you use internally, to motivate, to inspire, and to provide richness and meaning to the tagline. It is the backstory. It is NOT politically correct. It is never going to hang in the Board Room. At its best, it is raw, pound-on-the-table, and raise-the-hair-on-your-arms. If you do not feel “charged” as you are reading the manifesto aloud, you have not put enough truth in it.

The Power of a Manifesto

Think about the power that could belong to your “Declaration of Passion.” It is a declaration of what your business is passionate about, why your business exists, and what your business stands for. It has the power to capture the lightning bolt that is the reason your business exists, and drive all the energy and power deep into the culture and every fiber of your business. It provides the backstory for the tagline and most importantly, it provides context for the employees. It allows the reader to recruit themselves to your team and, through the employee’s passion, to recruit customers to your business. As if that was not enough, the manifesto also immediately shifts the reader to the mindset of the brand and allows the active reader to channel the brand and to become an extension of the brand position. If you do not have your own Declaration of Passion, check out this post to learn about how to create your own Declaration of Passion.