The 3 Forces Driving Your Organization’s Momentum (For Better or Worse)

“It went VIRAL!”  “That place is MULTIPLYING so fast!” “Everything began to SNOWBALL!” I am sure you have heard phrases like these many times before. But do you notice what these phrases have in common? They can all be used to explain that something exceptionally positive is happening... or something exceptionally negative. I find it fascinating to watch how information spreads and reflects the growing or declining status of an organization. It can happen in days, weeks, months, or years.

Recently, there have been several high-profile cases in the news about business leaders, coaches, and politicians whose careers went into either hyper-growth or rapid decline. This can happen to a business, nonprofit, or church as well. For example, one East Coast chain restaurant quickly closed all of its locations last September with almost no warning, even to its employees. In contrast, a church that we have consulted with has been growing about 400-500 people per year for the past few years. This article is not about how the growth or decline took place. It’s about how the information about fast-growing or fast-declining organizations spreads.

Whether you are trying to spread the word to encourage growth or manage the spread of negative feelings, here are the three types of people who give momentum to the news about your organization.

First: The Igniter

Igniters are unique. They are most often visionaries who find ideas or solutions that people need or would be interested in. Igniters are not always well-known or highly influential like Elon Musk (SpaceX and Tesla) or Sam Altman (CEO of OpenAI). Often, they are simply creative generators of new ideas, products, or solutions.

I recently read about a 13-year-old boy who was concerned because one of his grandparents fell and got hurt. While he knew there were products available to help people like his grandparents, he saw a gap – those products only worked when worn by the person. So, he created an algorithm that analyzes footage from cameras placed around the house, detects a fall, and then immediately notifies a caregiver. He won a $25,000 science award and perhaps a greater payday in the future. This young guy is an example of an igniter – he saw a need and found an even better solution.

Second: The Amplifier

Where an Igniter generates a new idea, service, or product, an Amplifier broadcasts it. To be an Amplifier, you need to have a large network that looks to you for your opinion. Amplifiers are the definition of influencers, and social media is the current tool (or weapon) of choice for many Amplifiers and Accelerators (discussed below).

Amplifiers can work in both directions. They can spread damaging thoughts and opinions just as quickly as positive ones, and they may also exaggerate both the good and the bad. A study by three MIT scholars found that false news spreads far faster on X (formerly Twitter) than accurate news. Bud Light and Cracker Barrel are recent reminders of how quickly a negative Amplifier can do damage.  

But on the positive side, an Amplifier can quickly spread the word about your organization, its products, or its services by using their influential voice, large network of relationships, and persistent motivation to share about the good things happening. Remember the church that is growing by about 500 people every year? This is likely a special work involving God. But it is also likely that there is a handful of influential voices spreading the word to their networks. In other words, amplifying.

Third: The Accelerator

On average, there are very few Igniters and only a small group of Amplifiers. Accelerators are slightly more common, and they are the ones who turn a spark into a wildfire.  

Accelerators do just what the word implies – they increase the speed of growth and expansion. They raise money, increase sales, grow attendance, and attract interest. On the positive side, they spread encouraging messages, invite others in, and champion an organization’s great work. Negative accelerators do the opposite – they create doubt, grow suspicion, and question credibility.

You have likely seen an organization that is rapidly multiplying. There is major growth; positive community chatter; people are running to it, not away; and others want to work for it, not leave it. This is the positive result when you have a successful Igniter inspiring a few Amplifiers, who then share it with Accelerators who spread the message with contagious positivity.

The same principle is being played out when you see an organization in decline: growing negativity in the narratives surrounding the organization, increasing difficulty attracting and retaining top-level talent, financial shortfalls, and more people going than coming.

The Power of Momentum

Positive momentum is a powerful force. It can be exhilarating and inspiring. It is fueled by the vision and creative ideas of Igniters, the influence and motivation of Amplifiers, and the positive chatter that Accelerators spread among their networks. Organizations with positive momentum rapidly gain attention, attract new clients or customers, grow funding, and retain amazing talent.

Which direction is the momentum of your organization moving right now? And who is driving it?

To learn more about how to create positive momentum in your organization, contact us.

Jay Desko is the President & CEO of The Center Consulting Group and brings experience in the areas of organizational assessment, leadership coaching, decision-making, and strategic questioning. Jay’s degrees include an M.Ed. in Instructional Systems Design from Pennsylvania State University and a Ph.D. in Organizational Behavior and Leadership from The Union Institute.

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