Inspiring with Imperfection
The Parroquia de San Miguel Arcángel is one of the most photographed churches not just in Mexico, but in the world. It's an icon of the state of Guanajuato, and the epicenter of San Miguel de Allende where it tells the story of the town's people and historic identity. That story was crafted by a local stone mason with no formal architectural training.
When the original 1578 structure began to deteriorate in the late 1800s, the Parroquia's priest envisioned a return to glory that would stand out and last the tests of both time and differentiation. Enter Zeferino Gutiérrez, and a defining image that would last generations. The ultimate imperfectly perfect corporate rebrand.
Training is no substitute for passion
Walking through the hills of San Miguel’s Unesco cobbles, drinking in more charm and art than any town should be allowed to offer, is heady. Aromatic and undeniable. Lording above it all is Gutiérrez's neo-Gothic masterpiece, a stunning pink façade replete with soaring towers, pointed arches, fantastical finials, and intricate stone carvings quarried from the slopes of the nearby Palo Huérfano volcano.
That an untrained mason achieved such mastery is wondrous. It's also akin to countless other technically uneducated visionaries and fearless radicals who built brands like Disney, Ford, Reliance, Zara, Dell, IKEA, Virgin, Chanel, Levi Strauss, Mary Kay, Rockefeller, and too many more to list.
Telling a story that captivates a market doesn't require formal training. Or even deep understanding of how to craft or expertly deliver a message. It takes passion. Plus an innate desire to build something important as a shared lived experience.
Communication suffers from perfection
Lasting customer connection, winning market engagement, and measurable sales come from the heart more than from studied perfection. Gutiérrez and his patron proved that with their beacon of wildly successful storytelling.
Great speaking can be viewed through the same lens. It can be learned, but to stand above and apart, it first has to be honest and rooted in genuine desire to change minds and hearts for the better.
Great orators can mesmerizing, and occasionally that’s thanks to practice. More often it’s thanks to natural ability. And mostly their impact is a product of genuine passion for what truly moves and defines them.
So it is with any engagement endeavor. Success when presenting to our board of directors, leading a team meeting, or delivering a breakout session will be measured less by how much we've been trained to speak, and more by our clear commitment to create benefit for those we communicate with.
Bottom Line
In 1880, local priest José María de Jesús Diez de Sollano y Dávalos believed in the story Zeferino Gutiérrez wanted to tell. He took a risk that lack of training was no obstacle to a shared vision of elevating his church, his city, and his neighbors to higher glory. The architect lacked a formal diploma. He more than made up for it with tangible passion to differentiate his brand and serve his market.
As leaders, we can achieve the same outcomes, regardless if we've learned how to deliver the perfect talk,. Our story only has to create hope, and build positive transformation for lasting mutual benefit. A spire to the sky that points the way and inspires others.
