Leaders Create Sizzle

Did you ever own a Pet Rock?
Did you ever own a Pet Rock? (Flickr)

I will always remember the Christmas of 1975.

I didn't get a new bike or a car. My mother bought me a Pet Rock.

I was in the middle of the pursuit of a marketing degree and she somehow "caught me." She knew I would get the beauty, simplicity and sheer genius of the marketing of a rock.

Little did I know, I would become friends with the "inventor" of the rock, Gary Dahl.  Gary died last week at the age of 78.  He was always young in his thinking and creativity. He became an over-night millionaire with his Pet Rock.

The genius of the rock was the packaging and 20-page owner care manual. Gary's copywriting expertise was clearly demonstrated in his manual, "The Care and Training of your Pet Rock."

Get Spirit-filled content delivered right to your inbox! Click here to subscribe to our newsletter.

Gary ran a successful advertising agency in the San Jose area and churned out brilliant words. I met him during my television days in San Jose/San Francisco. We spoke often.  I like sitting at the feet of geniuses. He taught me much about writing copy to cause people to feel. Isn't writing supposed to transfer a feeling?

In Gary's memory, I offer you a significant leadership idea. As you prepare the launch of a new project and create buy-in from your team, create brilliant packaging and copy for what you want your team to "see."   

Leaders create sizzle.

The Pet Rock was packaged in a quality corrugated box with breathing holes for the rock. The rock rested peacefully on a nest of straw. Anything less would have only been a rock (Gary bought Mexican beach stones for a penny each).

The sizzle in the launch of an idea opens the first layer of acceptance. Whimsy is appropriate. Find the fun. Create art. Write good "reason why" words. Buy-in must be marketed.  Exercise your creative muscle to pull your team into an idea rather than command them to get it.  Corporate cram-down rarely delivers winning launches.

Leaders who can't obtain buy-in for their ideas really don't get much done.

Create sizzle before sharing an idea with your team.

And when someone tells you, "you have rocks in your head," take it as high compliment.

Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.

Leaders, Dr. Greene wants to help you understand the spiritual connection between relationships and productivity. Read his new blog, Love Leads.

Get Spirit-filled content delivered right to your inbox! Click here to subscribe to our newsletter.

Dr. Steve Greene is now sharing stories, teachings, and conversations with guests who lead with love on Love Leads, a new podcast. Listen now.


Help Charisma stay strong for years to come as we report on life in the Spirit. Become an integral part of Charisma’s work by joining Charisma Media Partners. Click here to keep us strong!

Dr. Mark Rutland's

National Institute of Christian Leadership (NICL)

The NICL is one of the top leadership training programs in the U.S. Enroll in the FREE Mini-Course to experience Dr. Rutland's training for yourself and then enroll for the full training that will change your life and ministry.

FREE NICL MINI-COURSE - Enroll for 3-hours of training from Dr. Rutland's full leadership course. Experience the NICL and decide if this training is right for you and your team.

NICL Training offered in FL, TX and GA - Learn everything you wish someone had taught you about business and ministry before you finished seminary. Gain the knowledge that will help propel your life and ministry to the next level as you implement practical lessons from Dr. Rutland's training. Training Dates and Details.

The NICL Online is a brand new option for those church and ministry leaders who cannot attend the in-person training. Now, you can receive all 60-hours of Dr. Rutland's training from the comfort of your home or ministry for a full year. Learn more about NICL Online.

Your Turn

Comment Guidelines
View/Add Comments
Charisma Leader — Serving and empowering church leaders