Sometimes it just takes time

Sometimes it takes time and perspective before the true impact of an idea or action is fully realized, especially in our fast-paced culture.

The Greek philosopher Socrates was accused of “corrupting the youth” and was sentenced to death by hemlock. But today he is considered one of the giants of Western philosophy and an ancestor of the scientific method. We probably aren’t willing to wait that long for a reward, but he gets the idea.

Fast forward a couple of millennia to Lincoln’s Gettysburg Address, delivered in the middle of the Civil War. Today, it is considered one of the greatest and most moving presidential speeches of all time. But on Thursday, November 19, 1863, well, it was a total flop.

As a contemporary reviewer for the Chicago Times put it: “The cheeks of all Americans should tingle with shame at reading the silly, flat, dirty statements.” Others were put off because it was so brief, just over two minutes, at a time when outlandish political speaking was popular entertainment (remember, there was no TV and no Internet). That is why the speeches often lasted an hour or more.

Although Lincoln was disappointed by the reaction, he did something about it: he was the first president to employ public relations techniques. He distributed the text to major newspapers across the country, and as a result, the positive media coverage helped change public perception. One reason: the public (and critics) had time to read it and reflect on his ideas in the broader context of the war and the future of the country.

Eventually, long speeches for entertainment fell out of style, and the speech was slowly recognized as a model of brilliant oratory. Lincoln was praised for being able to express so many powerful ideas in such a SHORT and poetic speech, the goal of many contemporary writers.

Today’s commentators and pundits often refer to the will (and wisdom?) of crowds and their influence on public perception, which can change overnight in our super-connected world. But the crowds and the experts are not always right. The key, as Lincoln demonstrated, is to not stop believing that your product or idea is worthwhile, especially if you are trying to start a campaign that influences opinion.

No one needed more public support than Lincoln, who was hated by many for most of his presidency, from abolitionists in New England who thought he was progressing too slowly to pro-Confederate factions in the border states. But he clung to his beliefs with an inherent understanding of what we would now call the long view.

What is my point? If you’re trying to build a brand or persuade people of a new idea, don’t forget that it takes patience and effort. Building a brand means building trust, and today that means seeking third-party validation, serving regular and relevant content to your audience, and cultivating a community of advocates.

Sometimes it just takes time.