Attending the recent Pilotlight conference as a relatively long-time Pilotlighter (what the business volunteers who coach and mentor charities are called) having completed 6 projects in 9 years I experienced two “Aha moments.”
Let me explain what I mean by “Aha moments”. In my non-Pilotlighting hours I do marketing strategy for a range of companies and we marketers are always looking for the differentiating insight—the recognition of a basic human truth that comes from exposure to, well, basically people talking about stuff (very scientific!). Often these understandings are Eureka moments—where there is sudden clarity and the thing that maybe you knew all along moves from the back of your mind to the front. When you have that flash of insight, you accompany it with a cry of “Aha!” (usually silently and certainly not in a public place.)
My first Aha moment came listening to presentations from five charity director and Pilotlighter pairs about their experience with Pilotlight; what issues they were facing and how they over came those issues. What made these Pilotlight projects succeed was a combination of people and hard work. The charity execs all talked about how much effort it was to prepare for the meetings and really dissect everything they were doing. However, it was that very preparation and scrutiny that led them to a better understanding of their own charities and what they needed to do to achieve their ambitions. In other words, the more you put in, the more you get out.
So, my first Aha was that the process works better when everyone fully participates in it.
My second Aha came after the presentations during the reception. When I started Pilotlighting I was hesitant to attend any of the events as I figured it would be like every other event I attended where I stood awkwardly by myself in a corner. Nine years later it is a different world for me. Not only are there many familiar faces among the Pilotlight staff and the Pilotlighters but I feel more comfortable talking to the people there I don’t know. Whether it is a charity going through the process or a new Pilotlighter starting out, we have a common interest and something to discuss.
So my second Aha was a bit more personal: in this enormous city of London I’ve found a group where I fit in. Although the charity heads and the Pilotlighters have a wide diversity of backgrounds and experiences, we share a desire to improve the lives of people around us and believe that a sustainable strategy and a sharp business plan are a good place to start.
Two Ahas in one day made it a really good day for me.
By Sally Cohen, Pilotlighter (On the right in the photo).
Sally is a strategic brand builder and has provided marketing leadership for some of the world's best known brands: Coca-Cola, Vodafone, Elizabeth Arden, Ballantine's Scotch, Mumm Champagne and Betty Crocker. She currently works as a consultant, developing brand and innovation strategies. She actively supports a number of charities. Sally has been a Pilotlighter since 2006.