In today’s fast-moving environment, organizational effectiveness is more than hitting key performance indicators (KPIs) or launching programs on time. It’s about building a system that can consistently align around purpose, adapt to change, and deliver measurable value—especially under constraints or complexity. 

At Blackberg, we define organizational effectiveness through seven core levers that work in concert to translate 

. Adapted from systems-thinking models and field-tested across our work with local governments, federal agencies, and private sector clients, this framework functions as both a diagnostic tool and a leadership alignment map.  

Each lever reflects a critical domain of performance. When any one is weak, organizations risk misalignment, stagnation, or internal friction. On the other hand, organizations may select which levers need to be optimized based on their strategic goals. When all seven are tuned and aligned, organizations experience greater speed, cohesion, and impact.

Effectiveness starts at the top. Leaders set the tone, model the values, and prioritize what matters. Strong leadership isn’t just about individual capability though—it’s about alignment across the leadership team. Are executives making consistent decisions? Are priorities clear and reinforced? Is there a shared understanding of the organization's future state? Leadership alignment ensures that change efforts are coordinated, rather than contradictory, and that strategy becomes behavior. 

Borrowing from performance management and OKR (objectives and key results) principles, effective organizations define goals that are both ambitious and actionable. Beyond annual targets, this process involves translating high-level mission statements into cascading, cross-functional objectives that every team can connect to their day-to-day work. Goal clarity reduces noise and enables focus, especially across matrixed or silo-prone structures. 

Team capabilities must go beyond headcount or job titles. They must encompass the real, on-the-ground skills and behaviors needed to deliver on a clear mission. This capacity includes technical proficiency, adaptive problem-solving, and collaboration norms. Organizations typically assess whether their people strategy reflects the strategic priorities of today under this element.  

There are four components of execution: time, talent, technology, and funding. However, too often, resource allocation reflects legacy decisions, rather than forward-looking needs. Organizations must shift from static budgeting to dynamic resourcing—regularly rebalancing investments to reflect strategic priorities and reassigning effort where it delivers the greatest public value.  

Vision without process is chaos; however, process without agility is bureaucracy. The goal is not to layer on red tape, rather to implement intentional workflows that increase reliability without slowing innovation. That means clarifying decision rights, building cross-functional operating rhythms, and standardizing repeatable work so that teams exact discipline and more bandwidth to focus on higher-value problems.  

Culture—the invisible engine of behavior—is the most difficult domain to shift, yet the most powerful to get right. Under this lever, organizations often assess whether their aspirational culture is showing up in staff experience. Do employees feel psychological safety? Do they see leaders “walking the talk”? Do behaviors align with stated values? Culture becomes an accelerator when values, incentives, and norms align. 

As the adage goes, what gets measured gets managed. But in many mission-driven organizations, what gets measured is what’s easiest to count—not what matters most. We support the shift from input or output metrics (e.g., number of trainings delivered) to outcome-based measures (e.g., behavioral changes or long-term impact). Measurement should drive learning and strategy—not just compliance.  

These seven levers can be used as a diagnostic framework to assess current-state organizational health, prioritize improvement areas, or guide change initiatives. Our experts often facilitate executive working sessions where leadership scores each domain, identifies gaps, and defines concrete interventions—which may include redesigning operating models, updating performance plans, or reworking internal communications.

The seven levers help organizations do what they were built to do: deliver with clarity, integrity, and efficiency. Whether you’re scaling a new initiative, aligning cross-departmental teams, or navigating a leadership transition, these levers provide a structured path from intention to execution. 

Interested in applying this framework to your organization?

 Check out Blackberg Group’s Organizational Effectiveness services 

In today’s fast-moving environment, organizational effectiveness is more than hitting key performance indicators (KPIs) or launching programs on time. It’s about building a system that can consistently align around purpose, adapt to change, and deliver measurable value—especially under constraints or complexity. \nAt Blackberg, we define organizational effectiveness through seven core levers that work in concert to translate \nvision into velocity\n. Adapted from systems-thinking models and field-tested across our work with local governments, federal agencies, and private sector clients, this framework functions as both a diagnostic tool and a leadership alignment map.  \nEach lever reflects a critical domain of performance. When any one is weak, organizations risk misalignment, stagnation, or internal friction. On the other hand, organizations may select which levers need to be optimized based on their strategic goals. When all seven are tuned and aligned, organizations experience greater speed, cohesion, and impact.\n1. Leadership Alignment\nEffectiveness starts at the top. Leaders set the tone, model the values, and prioritize what matters. Strong leadership isn’t just about individual capability though—it’s about alignment across the leadership team. Are executives making consistent decisions? Are priorities clear and reinforced? Is there a shared understanding of the organization's future state? Leadership alignment ensures that change efforts are coordinated, rather than contradictory, and that strategy becomes behavior. \n2. Goal Clarity\nBorrowing from performance management and OKR (objectives and key results) principles, effective organizations define goals that are both ambitious and actionable. Beyond annual targets, this process involves translating high-level mission statements into cascading, cross-functional objectives that every team can connect to their day-to-day work. Goal clarity reduces noise and enables focus, especially across matrixed or silo-prone structures. \n3. Team Capabilities\nTeam capabilities must go beyond headcount or job titles. They must encompass the real, on-the-ground skills and behaviors needed to deliver on a clear mission. This capacity includes technical proficiency, adaptive problem-solving, and collaboration norms. Organizations typically assess whether their people strategy reflects the strategic priorities of today under this element.  \n4. Resource Allocation\nThere are four components of execution: time, talent, technology, and funding. However, too often, resource allocation reflects legacy decisions, rather than forward-looking needs. Organizations must shift from static budgeting to dynamic resourcing—regularly rebalancing investments to reflect strategic priorities and reassigning effort where it delivers the greatest public value.  \n5. Process Discipline\nVision without process is chaos; however, process without agility is bureaucracy. The goal is not to layer on red tape, rather to implement intentional workflows that increase reliability without slowing innovation. That means clarifying decision rights, building cross-functional operating rhythms, and standardizing repeatable work so that teams exact discipline and more bandwidth to focus on higher-value problems.  \n6. Culture\nCulture—the invisible engine of behavior—is the most difficult domain to shift, yet the most powerful to get right. Under this lever, organizations often assess whether their aspirational culture is showing up in staff experience. Do employees feel psychological safety? Do they see leaders “walking the talk”? Do behaviors align with stated values? Culture becomes an accelerator when values, incentives, and norms align. \n7. Measurement\nAs the adage goes, what gets measured gets managed. But in many mission-driven organizations, what gets measured is what’s easiest to count—not what matters most. We support the shift from input or output metrics (e.g., number of trainings delivered) to outcome-based measures (e.g., behavioral changes or long-term impact). Measurement should drive learning and strategy—not just compliance.  \nPutting These Levers Into Practice\nThese seven levers can be used as a diagnostic framework to assess current-state organizational health, prioritize improvement areas, or guide change initiatives. Our experts often facilitate executive working sessions where leadership scores each domain, identifies gaps, and defines concrete interventions—which may include redesigning operating models, updating performance plans, or reworking internal communications.\nThe seven levers help organizations do what they were built to do: deliver with clarity, integrity, and efficiency. Whether you’re scaling a new initiative, aligning cross-departmental teams, or navigating a leadership transition, these levers provide a structured path from intention to execution. \nInterested in applying this framework to your organization?\n Check out Blackberg Group’s Organizational Effectiveness services \nhere\n. 

The 7 Levers of Organizational Effectiveness: From Vision to Velocity

When you first hear the word “influencer”, what comes to mind? TikTok stars? Celebrity personalities? YouTube creators? While all of these can fall under the category of influencer, the reality is that influencers have a wider reach than they used to. Influencers have a presence on every social media platform, even LinkedIn. 

, nearly half of customers made purchases once a month or more because of influencer posts. 

By researching and identifying appropriate influencers, setting clear expectations, and establishing trust, you can leverage the power of these change makers in your marketing strategy and grow your audience. 

In the past, A-list celebrities were the original influencers. Companies would pay them to appear in commercials and posters with their product. The 

, for example, had celebrities like Serena Williams, Sara Michelle Gellar, and Alex Trebek promoting milk consumption for the California Milk Processor Board.  

Now, influencers are taking more control of the products they’re promoting. Instead of posing for ads or reading scripts, they’re also content creators. They’re creating ads in their own style on new platforms. 

With that change comes another: the redefining of celebrity. No longer are you reliant on A-list stars to grow an audience. Social media has changed the landscape of who is an influencer, allowing you more flexibility in building them into your strategy. 

One of the biggest benefits of influencer marketing is the ability to reach a new audience. Influencers have often spent years growing a loyal following that engages with their content regularly. Their audiences trust the influencers they follow, their endorsements, advice, and even news more than a journalist or company. 

You would normally have to dedicate months or years to building a new audience, in addition to developing trust with them, an increasingly important metric to online audiences. By tapping into influencers’ own audiences, you can grow your own pool of potential customers and leverage that influencer’s trust and authenticity.  

Like any new strategy, influencer marketing comes with its own share of challenges. First is identifying the right influencers for your strategy and brand. Every influencer has their own identity, and with it, their own brand. Picking influencers that don’t align with your brand may result in an ineffective campaign, or worse, generate bad press. 

There’s also the question of trust. Using an influencer requires trusting their approach and platform, even if you have minimal experience with it. There are positives though: if you don’t have a presence on TikTok, for example, an influencer who uses it as their primary platform can take some of the work off your shoulders.  

Finally, influencers aren’t always received positively. For the first time, social media 

 this year. While it reaped benefits for social engagement and viewership, many 

 by these representatives of new media. 

If you’re ready to include influencer marketing as part of your strategy, there are four key steps to take as you begin:

Ultimately, an influencer can only be as effective as your strategy. Even the best influencers can’t save a poorly planned campaign. Take Kylie Jenner and Pepsi: while their intentions were good, even Jenner’s vast popularity couldn’t take negative press and attention away from their joint ad, which saw Jenner end a tense stand-off between police and protestors by sharing a can of Pepsi.

Blackberg’s experts and suite of digital monitoring and listening tools can help you coordinate a communications and marketing strategy that engages your existing audience, while utilizing new strategies like influencer marketing to grow your market and expand your reach. 

When you first hear the word “influencer”, what comes to mind? TikTok stars? Celebrity personalities? YouTube creators? While all of these can fall under the category of influencer, the reality is that influencers have a wider reach than they used to. Influencers have a presence on every social media platform, even LinkedIn. \nAccording to a study by Sprout Social\n, nearly half of customers made purchases once a month or more because of influencer posts. \nBy researching and identifying appropriate influencers, setting clear expectations, and establishing trust, you can leverage the power of these change makers in your marketing strategy and grow your audience. \nInfluencers 101 \nIn the past, A-list celebrities were the original influencers. Companies would pay them to appear in commercials and posters with their product. The \n“Got Milk?” ads of the 90s\n, for example, had celebrities like Serena Williams, Sara Michelle Gellar, and Alex Trebek promoting milk consumption for the California Milk Processor Board.  \nNow, influencers are taking more control of the products they’re promoting. Instead of posing for ads or reading scripts, they’re also content creators. They’re creating ads in their own style on new platforms. \nWith that change comes another: the redefining of celebrity. No longer are you reliant on A-list stars to grow an audience. Social media has changed the landscape of who is an influencer, allowing you more flexibility in building them into your strategy. \nReaping the Benefits \nOne of the biggest benefits of influencer marketing is the ability to reach a new audience. Influencers have often spent years growing a loyal following that engages with their content regularly. Their audiences trust the influencers they follow, their endorsements, advice, and even news more than a journalist or company. \nYou would normally have to dedicate months or years to building a new audience, in addition to developing trust with them, an increasingly important metric to online audiences. By tapping into influencers’ own audiences, you can grow your own pool of potential customers and leverage that influencer’s trust and authenticity.  \nBe Wary of Challenges \nLike any new strategy, influencer marketing comes with its own share of challenges. First is identifying the right influencers for your strategy and brand. Every influencer has their own identity, and with it, their own brand. Picking influencers that don’t align with your brand may result in an ineffective campaign, or worse, generate bad press. \nThere’s also the question of trust. Using an influencer requires trusting their approach and platform, even if you have minimal experience with it. There are positives though: if you don’t have a presence on TikTok, for example, an influencer who uses it as their primary platform can take some of the work off your shoulders.  \nFinally, influencers aren’t always received positively. For the first time, social media \ninfluencers had a presence at the Oscars\n this year. While it reaped benefits for social engagement and viewership, many \njournalists reported feeling pushed out\n by these representatives of new media. \nIs Influencer Marketing Right for You? \nIf you’re ready to include influencer marketing as part of your strategy, there are four key steps to take as you begin:\nIdentify the type of influencer you need for your campaign\n.  While an influencer like Dwayne Johnson may be able to promote your services for anyone in the fitness space, a micro-influencer with 10,000 – 100,000 followers will be more affordable, and can still net you a loyal and engaged audience.  \nResearch!\n Once you’ve identified the type of influencer you need, research who may be a good fit. You want to choose an influencer who can work with your own brand, voice, and audience, while still leveraging the personal elements that have made them popular. There’s nothing worse than working with an influencer whose audience doesn’t match your target demographic. Or choosing one who’s known for comedy when you’re known for a more somber, serious presence.  \nSet clear expectations.\n Influencers are more likely to be content creators, so you want to set expectations at the beginning about what they are responsible for creating. You also want to set budget expectations up front: are they going to be paid once or per deliverable?  \nBuild a well-organized campaign.\n Influencers can have huge reach, but they should not be your only method of communication. Even in an influencer-heavy world, there are still audiences that react better to email, newsletters, or traditional social media. An over-reliance on influencers can cause you to lose existing, loyal followers.  \nUltimately, an influencer can only be as effective as your strategy. Even the best influencers can’t save a poorly planned campaign. Take Kylie Jenner and Pepsi: while their intentions were good, even Jenner’s vast popularity couldn’t take negative press and attention away from their joint ad, which saw Jenner end a tense stand-off between police and protestors by sharing a can of Pepsi.\nHow We Can Help \nBlackberg’s experts and suite of digital monitoring and listening tools can help you coordinate a communications and marketing strategy that engages your existing audience, while utilizing new strategies like influencer marketing to grow your market and expand your reach. 

Influencer Marketing Unpacked: Benefits, Challenges, and Strategic Approaches

Building a brand or visual identity is one of the most intimate tasks we take on as creatives. We are the architects of the way consumers experience the organization visually, and the feelings they associate with it, even before they have a single tangible experience with the brand. It is a tremendous undertaking.

One of the most standard pieces of advice creatives encounter when approaching such a lofty task is to “think outside the box”. But what about clients who come to the table with their own box, filled with the often-dreaded parameters? What if you could only use Myriad, orange and lime green are must have colors, and the mission/vision statements are… less than optimal?!

Are these clients doomed to endure the disjointed hand they were dealt, or do they present a creative puzzle that’s just begging to be solved? Pull up a seat and let’s start finding those edge pieces.

Is taking on a brand with big parameters a creative nightmare or is it an unexpected playground? The notion that the way to a truly comprehensive brand identity is total creative freedom is a misnomer. Having clearly defined limitations can provide an opportunity to explore within those limitations and can result in more impactful and purposeful branding.  

Finding Inspiration Between the Guardrails  

Approaching a “boxed up brand” requires a little ingenuity, but with the right mindset and creative approach you can do anything.

Navigating the complex needs of a boxed-up brand can be tricky but learning to work within a client’s parameters can open new avenues for creativity. Embracing a client’s box of needs can lead to compelling and purposeful visual identities that make a lasting impact.

If you are interested in learning about how to tap into Blackberg Group’s deep well of knowledge about branding within the box, our creative professionals are ready to help. Our team of designers and developers specialize in strategic brand building that not only meet our client’s needs but stand the test of time. Learn more about the creative studio services under our 

Building a brand or visual identity is one of the most intimate tasks we take on as creatives. We are the architects of the way consumers experience the organization visually, and the feelings they associate with it, even before they have a single tangible experience with the brand. It is a tremendous undertaking.\nOne of the most standard pieces of advice creatives encounter when approaching such a lofty task is to “think outside the box”. But what about clients who come to the table with their own box, filled with the often-dreaded parameters? What if you could only use Myriad, orange and lime green are must have colors, and the mission/vision statements are… less than optimal?!\nAre these clients doomed to endure the disjointed hand they were dealt, or do they present a creative puzzle that’s just begging to be solved? Pull up a seat and let’s start finding those edge pieces.\nTaking on a Boxed-Up Brand \nIs taking on a brand with big parameters a creative nightmare or is it an unexpected playground? The notion that the way to a truly comprehensive brand identity is total creative freedom is a misnomer. Having clearly defined limitations can provide an opportunity to explore within those limitations and can result in more impactful and purposeful branding.  \nFinding Inspiration Between the Guardrails  \nApproaching a “boxed up brand” requires a little ingenuity, but with the right mindset and creative approach you can do anything.\nUnpack – Before you do a single sketch, you need to understand your client and their needs. Why are these parameters in place? What do they need from you, and how can you help them tell their story in the most effective way possible? Create a standard list of questions to begin with, but always be sure to approach your client with curiosity, and be prepared to “yes, and” your way to the solution.\nStretch Your Creative Legs – Are you looking for inspiration to make all these things work together? Get out of your usual workspace and into an environment that makes your mind move.\nJumpstart Your Problem-Solving Center – Give yourself an unusual task to get that problem solving center of your brain moving. Whether it’s drawing a mouse-t rex mash up or writing a statement pretending to be a Three Musketeers PR specialist, get some practice doing out of the ordinary creative tasks with firm guardrails to prepare to take on your “in the box” challenge.\nLeave No Stone Unturned – Never be afraid to entertain a bad idea. One unexplored shaky idea can act as a dam, holding up the solution. Get it all out, it’s alright. Failure is absolutely an option when it comes to the ideation phase. The best path to a comprehensive creative solution is through a well-worn sketch book.\nMake it Make Sense – Talk your solution through with someone outside the scope of the project. If you can successfully explain your idea quickly and simply to them, you may be on to something.\nBlackberg in the Box\nNavigating the complex needs of a boxed-up brand can be tricky but learning to work within a client’s parameters can open new avenues for creativity. Embracing a client’s box of needs can lead to compelling and purposeful visual identities that make a lasting impact.\nIf you are interested in learning about how to tap into Blackberg Group’s deep well of knowledge about branding within the box, our creative professionals are ready to help. Our team of designers and developers specialize in strategic brand building that not only meet our client’s needs but stand the test of time. Learn more about the creative studio services under our \nCommunications service line here\n.

Branding Inside the Box

Did you know that AI tools could predict the success of your next marketing campaign before it’s launched?

Today’s world of emerging technologies offers new and unique ways to engage with marketing and communications, including features for automation, design, ad optimization, and more. Cloud-based customer relationship management (CRM) software like 

 unites operations across the board to enhance sales, service, marketing, and IT services to customers, while platforms like 

 offer unlimited creative options that bring visions to life.

Research suggests that although artificial intelligence (AI) has existed for decades, it is within recent years that the field has taken off and is growing exponentially throughout various industries. According to a 

, the market size of global AI in marketing was valued at USD 12.64 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 26.6% by 2030.

The emergence of AI in marketing can be attributed to increasing computing power, lower computing costs, availability of big data, and the advance of machine learning algorithms and models, according to 

In many instances, marketing professionals are leaning on the power of AI to carry out routine processes more efficiently, saving human capital for other tasks that require more creative strategizing and problem-solving. This process is all part of technological evolution, concurrent with the shift from traditional to modern technologies in the digital age.

British mathematician Alan Turing posed the question in his 1950 publication 

, “Can machines think?” which details early-on findings of the ability to cognitively compute. The article is based on an imitation game, modernly known as the 

, and it determines the presence of human intelligence processes.

It wasn’t until the mid-1950’s that AI began to be widely recognized, which happened as a result of the 

. During this project, Dartmouth professor John McCarthy organized a study among a group of scientists to determine the capabilities of computers as thinking machines, which marks the beginning of AI as a research field.

Artificial intelligence was increasingly studied and by the mid-1960s was heavily funded by the Department of Defense, which also warranted the development of AI laboratories for further research and testing across the world, according to 

. From there, AI took off and is now a thriving industry, present in many of today’s innovations.  

“AI is changing the way brands and users interact with one another,” according to 

. “Marketers can now focus more on the customer and meet their needs in real time—by using AI, they can quickly determine what content to target customers and which channel to employ at what moment, thanks to the data collected and generated by its algorithms.”

There are many forms of AI tools that can be used for digital marketing, varying in capabilities that are dependent on users’ needs. AI-powered search engine optimization (SEO) platforms help organizations attract attention from desired audiences, while AI automation tools can assist with distribution of email campaigns, targeted advertisements, and more, with analytic features that monitor and report results.

AI should be seen as a tool to enhance human productivity, not replace staff. The future is expected to bring more streamlined processes that gain trust among those who are skeptical, however, it’s important that organizations remain committed to the professional development of employees, ensuring a skilled workforce that can adapt to changes and continue contributing meaningfully, reducing disruptions and job displacements.

Utilizing AI is essential for marketers to keep up in a fast-paced industry, helping them to stay ahead of shifts that will influence work products and services. The changing landscape will continue to evolve alongside technological advances, and it places professionals in an essential role to get on board. Those who are skeptical are encouraged to change their perspective, as they could be surprised by the benefits AI has to offer.

To learn more about incorporating AI into your marketing strategy, follow our upcoming AI series on 

Did you know that AI tools could predict the success of your next marketing campaign before it’s launched?\nToday’s world of emerging technologies offers new and unique ways to engage with marketing and communications, including features for automation, design, ad optimization, and more. Cloud-based customer relationship management (CRM) software like \nSalesforce\n unites operations across the board to enhance sales, service, marketing, and IT services to customers, while platforms like \nAdobe FireFly\n offer unlimited creative options that bring visions to life.\nResearch suggests that although artificial intelligence (AI) has existed for decades, it is within recent years that the field has taken off and is growing exponentially throughout various industries. According to a \nGrand View Research report\n, the market size of global AI in marketing was valued at USD 12.64 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 26.6% by 2030.\nThe emergence of AI in marketing can be attributed to increasing computing power, lower computing costs, availability of big data, and the advance of machine learning algorithms and models, according to \nHuang and Rust\n.\nIn many instances, marketing professionals are leaning on the power of AI to carry out routine processes more efficiently, saving human capital for other tasks that require more creative strategizing and problem-solving. This process is all part of technological evolution, concurrent with the shift from traditional to modern technologies in the digital age.\nThe History of AI \nBritish mathematician Alan Turing posed the question in his 1950 publication \nComputing Machinery and Intelligence\n, “Can machines think?” which details early-on findings of the ability to cognitively compute. The article is based on an imitation game, modernly known as the \nTuring Test\n, and it determines the presence of human intelligence processes.\nIt wasn’t until the mid-1950’s that AI began to be widely recognized, which happened as a result of the \n1956 Dartmouth Summer Research initiative\n. During this project, Dartmouth professor John McCarthy organized a study among a group of scientists to determine the capabilities of computers as thinking machines, which marks the beginning of AI as a research field.\nArtificial intelligence was increasingly studied and by the mid-1960s was heavily funded by the Department of Defense, which also warranted the development of AI laboratories for further research and testing across the world, according to \nScience and Technology\n. From there, AI took off and is now a thriving industry, present in many of today’s innovations.  \nAI Marketing Tools \n“AI is changing the way brands and users interact with one another,” according to \nHaleem and colleagues\n. “Marketers can now focus more on the customer and meet their needs in real time—by using AI, they can quickly determine what content to target customers and which channel to employ at what moment, thanks to the data collected and generated by its algorithms.”\nThere are many forms of AI tools that can be used for digital marketing, varying in capabilities that are dependent on users’ needs. AI-powered search engine optimization (SEO) platforms help organizations attract attention from desired audiences, while AI automation tools can assist with distribution of email campaigns, targeted advertisements, and more, with analytic features that monitor and report results.\nAI should be seen as a tool to enhance human productivity, not replace staff. The future is expected to bring more streamlined processes that gain trust among those who are skeptical, however, it’s important that organizations remain committed to the professional development of employees, ensuring a skilled workforce that can adapt to changes and continue contributing meaningfully, reducing disruptions and job displacements.\nUtilizing AI is essential for marketers to keep up in a fast-paced industry, helping them to stay ahead of shifts that will influence work products and services. The changing landscape will continue to evolve alongside technological advances, and it places professionals in an essential role to get on board. Those who are skeptical are encouraged to change their perspective, as they could be surprised by the benefits AI has to offer.\nTo learn more about incorporating AI into your marketing strategy, follow our upcoming AI series on \nBlackberg Insights\n.

Artificial Intelligence’s Emergence in Marketing

A well-executed, in-person event involves more than just great content; it’s about creating a seamless experience from registration to event closeout. Event apps play a crucial role in helping attendees navigate an event efficiently, access important information, and meaningfully engage with other attendees. At Blackberg, we use platforms like 

to streamline every aspect of the attendee journey.

Below are six key considerations that event planners should keep in mind when using an event app to enhance the in-person experience. 

1. Simplifying Check-In and Registration 

First impressions are important. For an event, the check-in process sets the tone for the entire attendee experience. A cumbersome registration process can lead to frustration, while a streamlined system keeps attendees engaged from the very beginning. By using an event app, attendees can register online, update their details, and access event credentials in advance. This step minimizes bottlenecks at check-in and allows attendees to focus on networking and sessions, rather than waiting in long lines.

Be sure to train your internal staff on how to best execute the check-in process to reach your registration and check-in goals. For some events, this process may be as simple as asking for an attendee’s name, handing them a name badge, and scanning their personalized QR code. Other events may require staff to distribute specific event materials depending on an attendee’s self-entered information. Utilize the features of the event platform to ensure that your goals align with an intentional and efficient check-in process. 

Attendees need quick and convenient access to the event schedule to plan their day effectively. An event app should offer the following:

By centralizing these details within an app, attendees can effortlessly navigate the event and maximize their time. 

Large events with multiple breakout rooms or session locations can be overwhelming. An event app should include interactive maps, room assignments, and clear signage to help attendees find their way around the venue and minimize stress. Push notifications can provide last-minute updates on room changes, reducing confusion and keeping everything on schedule.  

 A helpful tip: make sure language is uniform across an event app and in-person signage. For instance, if the sign outside the main ballroom says “Grand Ballroom AB,” be sure to use the same language in the app, rather than something general such as “Main Session Space.” Leverage the app to create cohesive, simplified messaging that facilitates a positive attendee experience. 

4. Supporting Travel and Shuttle Logistics

For events that span multiple locations, transportation coordination is crucial. Integrating shuttle schedules, ride-share options, and walking directions into an event app ensures attendees know how to get where they need to be. For example, at the 2024 VHA Resuscitation Symposium, Blackberg coordinated shuttle services between the event’s multiple venues. Using the Whova app, we were able to provide attendees with real-time updates on travel logistics, ensuring seamless travel between locations without disruption. 

5. Keeping Attendees Informed with Real-Time Updates 

An event is a dynamic environment, and last-minute changes are inevitable. Push notifications via an event app can help keep attendees informed about the following:

By providing real-time communication, attendees remain engaged and prepared for any adjustments. Remember to ensure that messaging across the board remains consistent. Be sure to communicate accurate information to event hosts prior to on-stage announcements, create clear and cohesive in-person signage, and ensure that communications flowing through an event app are unified and up to date. Consistency can make all the difference in creating a pleasant user experience. 

6. Creating a Personalized and Engaging Experience 

Beyond logistics, an event app can foster deeper engagement with features like: 

These features help attendees feel more connected to the event, while providing organizers with insights to improve future experiences. 

A well-implemented event app transforms the attendee experience by simplifying registration, facilitating navigation, and ensuring seamless communication. At Blackberg, we prioritize attendee-first event planning and leverage technology to remove friction and enhance engagement. By integrating smart data collection throughout the app—from session check-ins to in-app surveys and real-time feedback—we gain actionable insights that enable dynamic customization of the event experience. These insights not only help tailor content and interactions to individual needs but also inform future event strategy, boosting retention and long-term impact. When every touchpoint is thoughtfully designed and data-driven, the result is an event that’s personalized, memorable, and measurably effective. 

By considering these six key factors, event organizers can fully harness the power of event apps to create an effortless and memorable experience for all attendees. To learn more about Blackberg’s event management offerings, visit our 

 and check out our Portfolio page here. 

A well-executed, in-person event involves more than just great content; it’s about creating a seamless experience from registration to event closeout. Event apps play a crucial role in helping attendees navigate an event efficiently, access important information, and meaningfully engage with other attendees. At Blackberg, we use platforms like \nCvent \nand\n Whova \nto streamline every aspect of the attendee journey.\nBelow are six key considerations that event planners should keep in mind when using an event app to enhance the in-person experience. \n1. Simplifying Check-In and Registration \nFirst impressions are important. For an event, the check-in process sets the tone for the entire attendee experience. A cumbersome registration process can lead to frustration, while a streamlined system keeps attendees engaged from the very beginning. By using an event app, attendees can register online, update their details, and access event credentials in advance. This step minimizes bottlenecks at check-in and allows attendees to focus on networking and sessions, rather than waiting in long lines.\nBe sure to train your internal staff on how to best execute the check-in process to reach your registration and check-in goals. For some events, this process may be as simple as asking for an attendee’s name, handing them a name badge, and scanning their personalized QR code. Other events may require staff to distribute specific event materials depending on an attendee’s self-entered information. Utilize the features of the event platform to ensure that your goals align with an intentional and efficient check-in process. \n2. Offering On Demand Event Agendas \nAttendees need quick and convenient access to the event schedule to plan their day effectively. An event app should offer the following:\nA dynamic agenda that updates in real time and accommodates any last-minute changes. \nPersonalized scheduling options for attendees to bookmark sessions of interest. \nSpeaker biographies and session descriptions for informed decision-making. \nBy centralizing these details within an app, attendees can effortlessly navigate the event and maximize their time. \n3. Enhancing On-Site Navigation \nLarge events with multiple breakout rooms or session locations can be overwhelming. An event app should include interactive maps, room assignments, and clear signage to help attendees find their way around the venue and minimize stress. Push notifications can provide last-minute updates on room changes, reducing confusion and keeping everything on schedule.  \n A helpful tip: make sure language is uniform across an event app and in-person signage. For instance, if the sign outside the main ballroom says “Grand Ballroom AB,” be sure to use the same language in the app, rather than something general such as “Main Session Space.” Leverage the app to create cohesive, simplified messaging that facilitates a positive attendee experience. \n4. Supporting Travel and Shuttle Logistics\nFor events that span multiple locations, transportation coordination is crucial. Integrating shuttle schedules, ride-share options, and walking directions into an event app ensures attendees know how to get where they need to be. For example, at the 2024 VHA Resuscitation Symposium, Blackberg coordinated shuttle services between the event’s multiple venues. Using the Whova app, we were able to provide attendees with real-time updates on travel logistics, ensuring seamless travel between locations without disruption. \n5. Keeping Attendees Informed with Real-Time Updates \nAn event is a dynamic environment, and last-minute changes are inevitable. Push notifications via an event app can help keep attendees informed about the following:\nSession start times and location updates\nSpeaker or panelist changes\nEmergency announcements or weather-related adjustments\nBy providing real-time communication, attendees remain engaged and prepared for any adjustments. Remember to ensure that messaging across the board remains consistent. Be sure to communicate accurate information to event hosts prior to on-stage announcements, create clear and cohesive in-person signage, and ensure that communications flowing through an event app are unified and up to date. Consistency can make all the difference in creating a pleasant user experience. \n6. Creating a Personalized and Engaging Experience \nBeyond logistics, an event app can foster deeper engagement with features like: \nPolls and live Q&A during sessions. \nNetworking opportunities through in-app messaging. \nPost-event surveys to collect valuable feedback\nThese features help attendees feel more connected to the event, while providing organizers with insights to improve future experiences. \nConclusion \nA well-implemented event app transforms the attendee experience by simplifying registration, facilitating navigation, and ensuring seamless communication. At Blackberg, we prioritize attendee-first event planning and leverage technology to remove friction and enhance engagement. By integrating smart data collection throughout the app—from session check-ins to in-app surveys and real-time feedback—we gain actionable insights that enable dynamic customization of the event experience. These insights not only help tailor content and interactions to individual needs but also inform future event strategy, boosting retention and long-term impact. When every touchpoint is thoughtfully designed and data-driven, the result is an event that’s personalized, memorable, and measurably effective. \nBy considering these six key factors, event organizers can fully harness the power of event apps to create an effortless and memorable experience for all attendees. To learn more about Blackberg’s event management offerings, visit our \ncommunications services page.\n and check out our Portfolio page here. 

6 Considerations to Enhance Attendee Experiences

For decades, many Veterans experienced discomfort and inefficiencies in their healthcare due to outdated processes and a lack of patient-centered innovations. However, the application of Human-Centered Design (HCD) has significantly transformed healthcare delivery within the Veterans Health Administration (VHA). By tailoring healthcare solutions to meet the real-world needs of Veterans and healthcare providers, HCD has driven innovation, improved patient outcomes, and enhanced overall care delivery.

Human-Centered Design: A Framework for Transformative Health Care 

Human-Centered Design (HCD) is a problem-solving approach that prioritizes the needs, experiences, and constraints of end-users and, in this case, Veterans and healthcare professionals. Unlike traditional process improvements, HCD ensures that solutions are not just operationally efficient but also deeply resonant with the individuals they impact.

HCD in Action: Transforming Veteran Experience  

Why HCD Matters in Health Care Innovation

Tailoring HCD processes to healthcare is essential for several reasons:

VHA has integrated HCD principles into both clinical and administrative experiences. One notable example is the development of the 

 (VHA IE), which serves as a platform for frontline innovators to collaborate and explore solutions to complex problems that Veterans, clinicians, and other stakeholders face.  

By gathering insights from Veterans and end-users, VHA emphasizes empathy in the design process, fostering a culture of collaboration and co-creation. This inclusive approach allows VHA to leverage diverse perspectives and expertise to develop more holistic, effective solutions. 

Blackberg’s Commitment to Human-Centered Design in Health Care

Blackberg proudly supports the VHA in advancing healthcare innovation through HCD. By integrating collaborative problem-solving, empathy-driven design, and iterative prototyping, Blackberg ensures that solutions align with the real-world challenges faced by Veterans and healthcare providers.

Through active engagement, strategic partnerships, and continuous innovation, Blackberg fosters a healthcare environment where patient perspectives are not only heard but drive meaningful change.

Blackberg remains committed to leveraging HCD principles to revolutionize Veteran healthcare. To explore Blackberg’s impact on strategic collaboration and innovative solutions, visit our website 

For decades, many Veterans experienced discomfort and inefficiencies in their healthcare due to outdated processes and a lack of patient-centered innovations. However, the application of Human-Centered Design (HCD) has significantly transformed healthcare delivery within the Veterans Health Administration (VHA). By tailoring healthcare solutions to meet the real-world needs of Veterans and healthcare providers, HCD has driven innovation, improved patient outcomes, and enhanced overall care delivery.\nHuman-Centered Design: A Framework for Transformative Health Care \nHuman-Centered Design (HCD) is a problem-solving approach that prioritizes the needs, experiences, and constraints of end-users and, in this case, Veterans and healthcare professionals. Unlike traditional process improvements, HCD ensures that solutions are not just operationally efficient but also deeply resonant with the individuals they impact.\nKey HCD Processes in Health Care \nEmpathy and Understanding\nDeep User Research: Conducting thorough research through interviews, observations, and surveys to understand the experiences of patients, caregivers, and healthcare professionals. \nJourney Mapping: Developing detailed patient journey maps to identify pain points and opportunities for process improvements.  \nCo-Creation and Collaboration\nInclusive Design Workshops: Engaging Veterans, clinicians, and stakeholders in collaborative sessions to design user-centered solutions.\nFeedback Loops: Establishing mechanisms for continuous feedback to refine and improve healthcare innovations iteratively.\nPrototyping and Testing\nRapid Prototyping: Testing low-fidelity prototypes early to validate ideas and identify potential challenges before scaling up.\nUsability Testing: Assessing solutions with real users to ensure effectiveness and ease of use. \n \nImplementation and Scaling\nPilot Programs: Deploying new solutions on a small scale before wider implementation to mitigate risks and refine approaches. \nScalability Planning: Strategizing for the expansion of successful solutions across healthcare settings to maximize impact.\nHCD in Action: Transforming Veteran Experience  \nWhy HCD Matters in Health Care Innovation\nTailoring HCD processes to healthcare is essential for several reasons:\nAddressing Complex Needs\n: Healthcare involves diverse and intricate requirements that demand customized, user-centered solutions. \nEnhancing Patient Safety and Well-Being\n: Centering patient experiences ensures that solutions meet both safety and quality-of-care standards.\nNavigating Regulatory Requirements\n: HCD facilitates compliance with healthcare regulations while maintaining an innovative approach. \nHCD’s Role in VHA\nVHA has integrated HCD principles into both clinical and administrative experiences. One notable example is the development of the \nVHA Innovation Ecosystem\n (VHA IE), which serves as a platform for frontline innovators to collaborate and explore solutions to complex problems that Veterans, clinicians, and other stakeholders face.  \nBy gathering insights from Veterans and end-users, VHA emphasizes empathy in the design process, fostering a culture of collaboration and co-creation. This inclusive approach allows VHA to leverage diverse perspectives and expertise to develop more holistic, effective solutions. \nBlackberg’s Commitment to Human-Centered Design in Health Care\n \nBlackberg proudly supports the VHA in advancing healthcare innovation through HCD. By integrating collaborative problem-solving, empathy-driven design, and iterative prototyping, Blackberg ensures that solutions align with the real-world challenges faced by Veterans and healthcare providers.\nThrough active engagement, strategic partnerships, and continuous innovation, Blackberg fosters a healthcare environment where patient perspectives are not only heard but drive meaningful change.\nBlackberg remains committed to leveraging HCD principles to revolutionize Veteran healthcare. To explore Blackberg’s impact on strategic collaboration and innovative solutions, visit our website \nhere\n

Enhancing Veteran Health Care: The Power of Human-Centered Design in the VHA

How participatory planning, digital engagement, and equity-informed facilitation create plans communities actually believe in.

Strategic plans are only as strong as the communities they serve. In today’s rapidly evolving municipal landscape—where trust in government varies, priorities diverge across neighborhoods, and resources are stretched—cities and counties need more than technical plans. They need public buy-in, authentic participation, and clear alignment between civic vision and lived experiences. 

The most successful municipal strategic plans aren’t created in back rooms or boardrooms. They’re co-created—with residents, stakeholders, and frontline staff serving as active contributors. These plans go beyond setting direction; they spark civic momentum through early buy-in. Here's how we help local governments activate communities for lasting impact. 

Participatory Planning that Builds Trust 

Authentic community participation begins with listening. While many planning processes include a town hall or survey, those methods alone often miss the nuance of community needs. We guide municipalities through a participatory process that creates space for residents to shape their city’s future—not just react to it.  

Municipalities may facilitate more interactive sessions that invite residents to actively help shape the strategic planning process. These engagements may take the form of neighborhood roundtables, community design labs, or open-format discussion forums that encourage storytelling, aspiration-setting, and debate. Importantly, they are not one-off events. Instead, they are sequenced touchpoints throughout the planning process that allow themes to surface and evolve over time. 

To extend this listening beyond physical meetings, municipalities may pair in-person sessions with digital engagement strategies that broaden access and increase participation. Mobile-responsive surveys, interactive dashboards, and short-form “pulse polls” allow residents to contribute ideas, rank priorities, and offer feedback at their convenience. For communities where technology access may be limited, local partners and service organizations are vital to offering digital tools through existing public infrastructure—such as libraries, senior centers, or service centers. 

 Every community includes voices that have historically been excluded from the planning process—due to language barriers, transportation access, distrust, or past harms. When engaging the community, local governments should apply an equity-informed facilitation model to ensure that those closest to community challenges are centered in the planning process. By collaborating with community leaders, cultural brokers, and trusted local organizations, governments are able to create welcoming, accessible spaces where residents feel safe to speak honestly about their needs and concerns. To support this community-specific outreach, municipalities may require materials in multiple languages, interpretation services, or pop-up sessions in community-specific venues—from faith institutions and laundromats to public transit hubs. 

From Listening and Planning to Impact and Action 

Once community input is collected, the real work begins--translating ideas into action. Municipal leaders and department heads must synthesize insights into a cohesive strategic framework. This process often includes a shared vision statement rooted in community language, thematic goals that align with both resident priorities and operational mandates, and measurable implementation plans. These may be further supported by interactive scorecards, communications tools, and check-ins that keep the plan visible, measurable, and accountable. 

When residents are treated as true partners in civic planning, trust is not only built—it is sustained. A strategic plan must reflect the priorities, perspectives, and lived experiences of the people it serves. Through this intentional community activation, local governments’ strategic plans can become a shared blueprint for progress with collective ownership and sustained impact. 

How participatory planning, digital engagement, and equity-informed facilitation create plans communities actually believe in.\nStrategic plans are only as strong as the communities they serve. In today’s rapidly evolving municipal landscape—where trust in government varies, priorities diverge across neighborhoods, and resources are stretched—cities and counties need more than technical plans. They need public buy-in, authentic participation, and clear alignment between civic vision and lived experiences. \nThe most successful municipal strategic plans aren’t created in back rooms or boardrooms. They’re co-created—with residents, stakeholders, and frontline staff serving as active contributors. These plans go beyond setting direction; they spark civic momentum through early buy-in. Here's how we help local governments activate communities for lasting impact. \nParticipatory Planning that Builds Trust \nAuthentic community participation begins with listening. While many planning processes include a town hall or survey, those methods alone often miss the nuance of community needs. We guide municipalities through a participatory process that creates space for residents to shape their city’s future—not just react to it.  \nFacilitated Listening Sessions. \nMunicipalities may facilitate more interactive sessions that invite residents to actively help shape the strategic planning process. These engagements may take the form of neighborhood roundtables, community design labs, or open-format discussion forums that encourage storytelling, aspiration-setting, and debate. Importantly, they are not one-off events. Instead, they are sequenced touchpoints throughout the planning process that allow themes to surface and evolve over time. \nDigital Engagement.\n \nTo extend this listening beyond physical meetings, municipalities may pair in-person sessions with digital engagement strategies that broaden access and increase participation. Mobile-responsive surveys, interactive dashboards, and short-form “pulse polls” allow residents to contribute ideas, rank priorities, and offer feedback at their convenience. For communities where technology access may be limited, local partners and service organizations are vital to offering digital tools through existing public infrastructure—such as libraries, senior centers, or service centers. \nCommunity-Specific Outreach.\n Every community includes voices that have historically been excluded from the planning process—due to language barriers, transportation access, distrust, or past harms. When engaging the community, local governments should apply an equity-informed facilitation model to ensure that those closest to community challenges are centered in the planning process. By collaborating with community leaders, cultural brokers, and trusted local organizations, governments are able to create welcoming, accessible spaces where residents feel safe to speak honestly about their needs and concerns. To support this community-specific outreach, municipalities may require materials in multiple languages, interpretation services, or pop-up sessions in community-specific venues—from faith institutions and laundromats to public transit hubs. \nFrom Listening and Planning to Impact and Action \nOnce community input is collected, the real work begins--translating ideas into action. Municipal leaders and department heads must synthesize insights into a cohesive strategic framework. This process often includes a shared vision statement rooted in community language, thematic goals that align with both resident priorities and operational mandates, and measurable implementation plans. These may be further supported by interactive scorecards, communications tools, and check-ins that keep the plan visible, measurable, and accountable. \nWhen residents are treated as true partners in civic planning, trust is not only built—it is sustained. A strategic plan must reflect the priorities, perspectives, and lived experiences of the people it serves. Through this intentional community activation, local governments’ strategic plans can become a shared blueprint for progress with collective ownership and sustained impact. 

Strategic Planning for Municipalities: Activating Communities

Government events have entered a new era—fueled by technology and shaped by necessity.

 Whether policy summits, Veteran workshops, or agency trainings, traditional in-person gatherings are no longer the default as hybrid and Artificial Intelligence (AI) experiences are redefining engagement, security, and accessibility. Blackberg supports our government clients in embracing AI tools to enhance event experiences, while supporting the unique challenges of compliance and cybersecurity. 

Combining in-person and virtual components, hybrid events are becoming the norm for many government agencies. This shift allows for broader participation, reduced costs, and enhanced accessibility and learning opportunities for employees who would typically be unable to attend events in person. According to a 2023 study by 

, over 70% of federal and state agencies have incorporated hybrid elements into their significant events. When planning events in these emerging formats, our event experts emphasize three key considerations. 

While these technologies can enhance the attendee experience, agency-led AI and hybrid events must align with strict government regulations. Platforms used for virtual participation must meet 

 to safeguard data, ensuring that cloud services and online collaboration tools used during events adhere to these security requirements is crucial for protecting sensitive government information. Virtual networking and data collection, while valuable for engagement and analytics, introduce new vulnerabilities. These tools often gather personal data, behavioral insights, and real-time interactions, which, if mishandled, can lead to data breaches, privacy violations, or even influence operations. Without strong safeguards such as end-to-end encryption, multi-factor authentication, and real-time monitoring, these digital touchpoints can become liabilities. Ensuring that the virtual components of events meet strict cybersecurity standards is essential to prevent unauthorized information from being leaked. 

Attendee engagement is another primary goal for many clients that can pose real issues if not addressed in the agenda development phase. Remote attendees often struggle with feeling like passive observers, rather than active participants—especially when sitting at their desk with competing work on their desktop. Blackberg specializes in integrating real-time polling, Q&A sessions, and AI-driven networking tools to foster inclusivity and engagement for all attendees. Planning to develop robust technical support and programming is essential for an event where in-person and virtual attendees all feel satisfied.  

Along with the rise of hybrid events, AI has revolutionized how government events are organized, executed, and evaluated. AI tools can streamline the event planning processes and improve the attendee experience with personalized agendas for everyone, ensuring relevant and impactful attendee engagement.

AI can also significantly support back-end logistics, particularly in handling administrative tasks. Chatbots and AI assistants can help handle registration, FAQs, post-event surveys, notetaking, and more, resulting in reduced staffing needs and costs.  Additionally, AI-powered analytics provide live insights into attendee behavior, helping to shift agendas in real time and plan for future events.  

One government agency implementing AI technology in events is the U.S. Department of Defense (DOD).  DOD is using AI-powered simulations during training exercises, integrating real-time data to enhance decision-making skills. These innovations are now being adopted for civilian agency events as well. 

While AI offers tremendous potential to streamline logistics and personalize the attendee's journey, human oversight remains essential. Personnel must be trained to understand the tools they are using, monitor for anomalies, and intervene when automated systems fall short. Digital tools should augment, not replace, the judgment, ethics, and situational awareness of experienced event staff. 

To have a successful AI-enhanced or hybrid event, Blackberg has put together a few best practices to help ensure a smooth and effective event.  

As government events modernize, hybrid and AI-driven approaches adhering to regulations will enhance engagement, security, and efficiency. Agencies can future-proof their event strategies by proactively managing challenges and using AI tools responsibly, ensuring impactful and compliant gatherings for all. 

For agencies and event professionals looking to stay ahead of emerging technologies, adopting these innovations now will set the stage for a more connected and effective government event landscape.

Government events have entered a new era—fueled by technology and shaped by necessity.\n Whether policy summits, Veteran workshops, or agency trainings, traditional in-person gatherings are no longer the default as hybrid and Artificial Intelligence (AI) experiences are redefining engagement, security, and accessibility. Blackberg supports our government clients in embracing AI tools to enhance event experiences, while supporting the unique challenges of compliance and cybersecurity. \nCombining in-person and virtual components, hybrid events are becoming the norm for many government agencies. This shift allows for broader participation, reduced costs, and enhanced accessibility and learning opportunities for employees who would typically be unable to attend events in person. According to a 2023 study by \nGovernment Technology Magazine\n, over 70% of federal and state agencies have incorporated hybrid elements into their significant events. When planning events in these emerging formats, our event experts emphasize three key considerations. \nSecurity and Compliance \nWhile these technologies can enhance the attendee experience, agency-led AI and hybrid events must align with strict government regulations. Platforms used for virtual participation must meet \nFedRAMP compliance standards\n to safeguard data, ensuring that cloud services and online collaboration tools used during events adhere to these security requirements is crucial for protecting sensitive government information. Virtual networking and data collection, while valuable for engagement and analytics, introduce new vulnerabilities. These tools often gather personal data, behavioral insights, and real-time interactions, which, if mishandled, can lead to data breaches, privacy violations, or even influence operations. Without strong safeguards such as end-to-end encryption, multi-factor authentication, and real-time monitoring, these digital touchpoints can become liabilities. Ensuring that the virtual components of events meet strict cybersecurity standards is essential to prevent unauthorized information from being leaked. \nAttendee Engagement \nAttendee engagement is another primary goal for many clients that can pose real issues if not addressed in the agenda development phase. Remote attendees often struggle with feeling like passive observers, rather than active participants—especially when sitting at their desk with competing work on their desktop. Blackberg specializes in integrating real-time polling, Q&A sessions, and AI-driven networking tools to foster inclusivity and engagement for all attendees. Planning to develop robust technical support and programming is essential for an event where in-person and virtual attendees all feel satisfied.  \nEvent Management and Logistics  \nAlong with the rise of hybrid events, AI has revolutionized how government events are organized, executed, and evaluated. AI tools can streamline the event planning processes and improve the attendee experience with personalized agendas for everyone, ensuring relevant and impactful attendee engagement.\nAI can also significantly support back-end logistics, particularly in handling administrative tasks. Chatbots and AI assistants can help handle registration, FAQs, post-event surveys, notetaking, and more, resulting in reduced staffing needs and costs.  Additionally, AI-powered analytics provide live insights into attendee behavior, helping to shift agendas in real time and plan for future events.  \nOne government agency implementing AI technology in events is the U.S. Department of Defense (DOD).  DOD is using AI-powered simulations during training exercises, integrating real-time data to enhance decision-making skills. These innovations are now being adopted for civilian agency events as well. \nWhile AI offers tremendous potential to streamline logistics and personalize the attendee's journey, human oversight remains essential. Personnel must be trained to understand the tools they are using, monitor for anomalies, and intervene when automated systems fall short. Digital tools should augment, not replace, the judgment, ethics, and situational awareness of experienced event staff. \nBest Practices for AI and Hybrid Events\nTo have a successful AI-enhanced or hybrid event, Blackberg has put together a few best practices to help ensure a smooth and effective event.  \nAdopt secure and certified technology:\n Only use platforms that comply with federal security requirements. \nEnsure accessibility:\n Implement closed captioning, translation services, 508 compliance and ADA-compliant interfaces. \nFoster engagement:\n Utilize AI-powered matchmaking, gamification, and live interaction tools. \nCollect and use data responsibly:\n Leverage AI insights while maintaining transparency and adhering to data privacy regulations. \nAs government events modernize, hybrid and AI-driven approaches adhering to regulations will enhance engagement, security, and efficiency. Agencies can future-proof their event strategies by proactively managing challenges and using AI tools responsibly, ensuring impactful and compliant gatherings for all. \nFor agencies and event professionals looking to stay ahead of emerging technologies, adopting these innovations now will set the stage for a more connected and effective government event landscape.

Adapting for Hybrid and AI Events

Mission-driven organizations—from health care systems and city governments to federal agencies—are navigating increasingly complex challenges as inter-dependent teams operate across departmental, geographic, and programmatic lines. Traditional hierarchical structures designed for clear chains of command and functional specialization, often struggle to accommodate the collaborative demands of modern service delivery. Teams must now coordinate across policy, funding streams, and jurisdictions. This fragmentation can lead to duplicated efforts, slower execution, and disconnects between strategic intent and frontline operations.

Whether your organization is implementing a public health initiative or launching a new digital platform, success depends on teams that can collaborate across boundaries—without sacrificing clarity or accountability. At Blackberg, we help mission-driven organizations design cross-functional structures that foster collaboration, streamline operations, and drive measurable results. In this article, we explore four proven models—matrix teams, squads, cross-unit working groups, and embedded strategists—and how each can be used to translate strategy into sustained, cross-functional action.

The Matrix Model: Dual Leadership for Complex Missions

The Matrix Model assigns staff to report to two leads simultaneously--typically a functional manager and a project manager. This model is common in large federal and health systems where employees are part of a central function (e.g., IT or communications), but they also serve a specific mission or program (e.g., mental health, digital modernization, or Veterans benefits).

When implemented well, a matrixed structure creates transparency, resource-sharing, and stronger alignment between technical expertise and strategic priorities. However, it requires clarity in decision-making, communication norms, and conflict resolution protocols. Without these factors, dual reporting can lead to confusion or duplicated efforts that lead to inefficiencies.

For organizations managing enterprise-wide initiatives with limited resources, the matrix model provides flexibility and responsiveness—especially when central teams must support multiple field locations or mission areas. An environment lacking strong communication norms or clearly defined decision rights, a matrix structure can quickly become inefficient or conflict prone. Successful implementation requires a level of organizational maturity, role clarity, and leadership alignment that not all teams may be ready to support.

The Squad Model: Small Teams, Big Autonomy 

Popularized in the technology sector and increasingly adopted by government innovation units, the Squad Model structures teams as small, cross-functional groups that own a product, initiative, or outcome. Each squad is typically composed of a few key roles, such as the designer, subject matter expert, data analyst, and project lead. Everyone is then empowered to test, build, and iterate with relative autonomy.

Squads work best in fast-paced, high-priority areas where rapid learning and iteration are critical. For example, squad teams can lead the development of new tools, pilot programs, or digital products without needing to wait for broad organizational buy-in at every step. The squad model thrives with clear purpose, transparent goals, and strong coaching—not top-down management. It encourages accountability through ownership and rapid value delivery.

Cross-Unit Working Groups: Aligning Departments Around Shared Goals 

Cross-unit working groups unite representatives from multiple departments to collaborate on a strategic initiative, such as sustainability, equity, or workforce modernization. While members still report to their original departments, the group meets regularly, shares updates, and drives coordinated progress.

This model works particularly well for municipalities and large agencies tackling long-term or horizontal goals. It allows departments to retain their identities and priorities, while contributing to a shared outcome. For example, a city’s economic development strategic plan might involve planning, transportation, public works, and community services--all aligned through a working group that tracks progress and identifies interdependencies.

Success in this model depends on leadership support, defined roles, and dedicated facilitation. Without it, cross-unit groups can lose momentum or devolve into status meetings.

Embedded Strategists: Putting Execution Support Where It’s Needed 

In some cases, organizations benefit from embedding strategic, operational, or communications specialists directly into teams that are executing major priorities. These embedded roles serve as liaisons between leadership vision and frontline delivery--translating strategy into workflows, coaching staff, and identifying gaps before they derail progress.

This model is especially effective during times of transformation, such as launching a new department, scaling innovation, or turning around underperforming programs. By positioning cross-functional experts inside the work, organizations can stay agile, while maintaining strategic alignment.

Cross-functional team models are not one-size-fits-all; however, for mission-driven organizations operating in complex environments, they are essential. Whether through matrix structures that balance functional depth and mission focus or autonomous squads that accelerate delivery, the right structure enables strategy to move from intent to impact.

At Blackberg, we help teams work smarter across boundaries through optimal organizational models. Learn more about our Organizational Effectiveness services 

Mission-driven organizations—from health care systems and city governments to federal agencies—are navigating increasingly complex challenges as inter-dependent teams operate across departmental, geographic, and programmatic lines. Traditional hierarchical structures designed for clear chains of command and functional specialization, often struggle to accommodate the collaborative demands of modern service delivery. Teams must now coordinate across policy, funding streams, and jurisdictions. This fragmentation can lead to duplicated efforts, slower execution, and disconnects between strategic intent and frontline operations.\nWhether your organization is implementing a public health initiative or launching a new digital platform, success depends on teams that can collaborate across boundaries—without sacrificing clarity or accountability. At Blackberg, we help mission-driven organizations design cross-functional structures that foster collaboration, streamline operations, and drive measurable results. In this article, we explore four proven models—matrix teams, squads, cross-unit working groups, and embedded strategists—and how each can be used to translate strategy into sustained, cross-functional action.\nThe Matrix Model: Dual Leadership for Complex Missions\nThe Matrix Model assigns staff to report to two leads simultaneously--typically a functional manager and a project manager. This model is common in large federal and health systems where employees are part of a central function (e.g., IT or communications), but they also serve a specific mission or program (e.g., mental health, digital modernization, or Veterans benefits).\nWhen implemented well, a matrixed structure creates transparency, resource-sharing, and stronger alignment between technical expertise and strategic priorities. However, it requires clarity in decision-making, communication norms, and conflict resolution protocols. Without these factors, dual reporting can lead to confusion or duplicated efforts that lead to inefficiencies.\nFor organizations managing enterprise-wide initiatives with limited resources, the matrix model provides flexibility and responsiveness—especially when central teams must support multiple field locations or mission areas. An environment lacking strong communication norms or clearly defined decision rights, a matrix structure can quickly become inefficient or conflict prone. Successful implementation requires a level of organizational maturity, role clarity, and leadership alignment that not all teams may be ready to support.\nThe Squad Model: Small Teams, Big Autonomy \nPopularized in the technology sector and increasingly adopted by government innovation units, the Squad Model structures teams as small, cross-functional groups that own a product, initiative, or outcome. Each squad is typically composed of a few key roles, such as the designer, subject matter expert, data analyst, and project lead. Everyone is then empowered to test, build, and iterate with relative autonomy.\nSquads work best in fast-paced, high-priority areas where rapid learning and iteration are critical. For example, squad teams can lead the development of new tools, pilot programs, or digital products without needing to wait for broad organizational buy-in at every step. The squad model thrives with clear purpose, transparent goals, and strong coaching—not top-down management. It encourages accountability through ownership and rapid value delivery.\nCross-Unit Working Groups: Aligning Departments Around Shared Goals \nCross-unit working groups unite representatives from multiple departments to collaborate on a strategic initiative, such as sustainability, equity, or workforce modernization. While members still report to their original departments, the group meets regularly, shares updates, and drives coordinated progress.\nThis model works particularly well for municipalities and large agencies tackling long-term or horizontal goals. It allows departments to retain their identities and priorities, while contributing to a shared outcome. For example, a city’s economic development strategic plan might involve planning, transportation, public works, and community services--all aligned through a working group that tracks progress and identifies interdependencies.\nSuccess in this model depends on leadership support, defined roles, and dedicated facilitation. Without it, cross-unit groups can lose momentum or devolve into status meetings.\nEmbedded Strategists: Putting Execution Support Where It’s Needed \nIn some cases, organizations benefit from embedding strategic, operational, or communications specialists directly into teams that are executing major priorities. These embedded roles serve as liaisons between leadership vision and frontline delivery--translating strategy into workflows, coaching staff, and identifying gaps before they derail progress.\nThis model is especially effective during times of transformation, such as launching a new department, scaling innovation, or turning around underperforming programs. By positioning cross-functional experts inside the work, organizations can stay agile, while maintaining strategic alignment.\nConclusion\nCross-functional team models are not one-size-fits-all; however, for mission-driven organizations operating in complex environments, they are essential. Whether through matrix structures that balance functional depth and mission focus or autonomous squads that accelerate delivery, the right structure enables strategy to move from intent to impact.\nAt Blackberg, we help teams work smarter across boundaries through optimal organizational models. Learn more about our Organizational Effectiveness services \nhere\n.

Exploring Cross-Functional Organizational Models

Health is influenced by many intersecting factors. The root causes of disparate health outcomes often include racism and bias, structural flaws in the health care system, lack of social and community support, and deep inequities within these determinants of health. Profound racial and ethnic disparities in health and well-being are not new and have long been the norm in the United States. Addressing the link between these social conditions and health outcomes are the first step in creating a fairer health system. 

The World Health Organization, or WHO, defines equity as the absence of unfair, avoidable, or remediable differences among groups of people, whether those groups are defined socially, economically, demographically, or geographically or by other dimensions of inequality (e.g. sex, gender, ethnicity, disability, or sexual orientation). Issues around cost, affordability, and access to care also contribute to these inequities.  

Long-standing racial and ethnic health disparities, highlighted by the COVID-19 pandemic, continue to affect many groups. In New York City, for example, Black and Latino residents faced death rates more than twice as high as predominantly White neighborhoods. 

Effective community engagement is critical to advancing health equity. Community-based interventions tailor healthcare services and resources to meet the unique needs of underserved populations, ultimately improving health equity. 

Community members can play a key role in supporting health care organizations in understanding the unique needs and assets of the communities they serve. Community ambassador/liaison programs train community members to disseminate essential public health messages within their community and relay feedback to health care organizations. This 

 is proven to improve the efficacy of programs by increasing trust between patients and providers, improving the linguistic and cultural responsiveness of services, and facilitating greater patient engagement. 

Addressing health disparities is vital not just for equity, but also for the 

. Racial and ethnic disparities in health contribute to higher rates of illness and death—leading to costly medical expenses, lost productivity, and economic losses due to premature death. Research highlights the importance of tackling these disparities to improve the country’s health and economic prosperity. 

The Impact of Community Engagement in Health Equity  

Community engagement is central to addressing systemic inequities and structural discrimination in health systems. By fostering trust, identifying unforeseen or unintended barriers to care, and improving the effectiveness of programs, organizations can drive equity. However, community engagement is not guaranteed in equity advancement. To actualize its full potential, community engagement must be culturally tailored with equity as its leading principle.  

Organizations often make policy and programmatic changes without engaging the people directly affected. The COVID-19 pandemic highlighted how vital outreach and engagement are in creating successful health initiatives for minority populations. Effective engagement improves communication, enhances program outcomes, and fosters ongoing collaboration with those who have firsthand experience with state-run systems. 

To avoid deepening mistrust, states should evaluate current community engagement initiatives and infrastructure as the first step in moving towards transformational community engagement. To do this, state agencies and healthcare organizations must identify where their organization’s existing community engagement efforts fall in the context of health equity. Once a benchmark is established, the next step is evaluating agency resources and setting goals to advance equitable community engagement.   

Examples of strong community engagement goals include: 

Health Equity at Veterans Health Administration 

While these gaps continue, several government agencies are looking to close the gap on health equity through innovative systems and solutions. For example, the Veterans Health Administration (VHA) uses innovative tools such as telemedicine, mobile health clinics, and other alternative approaches to traditional care that have dramatically improved access to care for underserved populations. These innovations allow rural, low-income, and minority Veterans and communities to receive care tailored to their needs, breaking down barriers like distance and cost. For more information on VA’s focus on health equity, view The Office of Health Equity’s 

Blackberg is proud to deliver strategy, project management, and communications support services to several innovative healthcare programs at VHA designed to close the gap of health equity. Learn more about some of our recent work under case studies. 

Health is influenced by many intersecting factors. The root causes of disparate health outcomes often include racism and bias, structural flaws in the health care system, lack of social and community support, and deep inequities within these determinants of health. Profound racial and ethnic disparities in health and well-being are not new and have long been the norm in the United States. Addressing the link between these social conditions and health outcomes are the first step in creating a fairer health system. \nUnderstanding Health Disparities\nThe World Health Organization, or WHO, defines equity as the absence of unfair, avoidable, or remediable differences among groups of people, whether those groups are defined socially, economically, demographically, or geographically or by other dimensions of inequality (e.g. sex, gender, ethnicity, disability, or sexual orientation). Issues around cost, affordability, and access to care also contribute to these inequities.  \nLong-standing racial and ethnic health disparities, highlighted by the COVID-19 pandemic, continue to affect many groups. In New York City, for example, Black and Latino residents faced death rates more than twice as high as predominantly White neighborhoods. \nThis disparity stemmed from higher rates of essential work, crowded living conditions, and pre-existing health disparities like diabetes and hypertension\n.  \nHealth Equity and Community Engagement \nEffective community engagement is critical to advancing health equity. Community-based interventions tailor healthcare services and resources to meet the unique needs of underserved populations, ultimately improving health equity. \nCommunity members can play a key role in supporting health care organizations in understanding the unique needs and assets of the communities they serve. Community ambassador/liaison programs train community members to disseminate essential public health messages within their community and relay feedback to health care organizations. This \ncommunity engagement model\n is proven to improve the efficacy of programs by increasing trust between patients and providers, improving the linguistic and cultural responsiveness of services, and facilitating greater patient engagement. \nAddressing health disparities is vital not just for equity, but also for the \noverall well-being and economic health of the nation\n. Racial and ethnic disparities in health contribute to higher rates of illness and death—leading to costly medical expenses, lost productivity, and economic losses due to premature death. Research highlights the importance of tackling these disparities to improve the country’s health and economic prosperity. \nThe Impact of Community Engagement in Health Equity  \nCommunity engagement is central to addressing systemic inequities and structural discrimination in health systems. By fostering trust, identifying unforeseen or unintended barriers to care, and improving the effectiveness of programs, organizations can drive equity. However, community engagement is not guaranteed in equity advancement. To actualize its full potential, community engagement must be culturally tailored with equity as its leading principle.  \nOrganizations often make policy and programmatic changes without engaging the people directly affected. The COVID-19 pandemic highlighted how vital outreach and engagement are in creating successful health initiatives for minority populations. Effective engagement improves communication, enhances program outcomes, and fosters ongoing collaboration with those who have firsthand experience with state-run systems. \nTo avoid deepening mistrust, states should evaluate current community engagement initiatives and infrastructure as the first step in moving towards transformational community engagement. To do this, state agencies and healthcare organizations must identify where their organization’s existing community engagement efforts fall in the context of health equity. Once a benchmark is established, the next step is evaluating agency resources and setting goals to advance equitable community engagement.   \nExamples of strong community engagement goals include: \nCreating opportunities for exchanges of ideas to understand community needs.\nIdentifying gaps and barriers in policy design and implementation.\nGathering feedback to improve process, quality, outcomes, and messaging.\nSustaining equitable changes that improve the experiences of those directly impacted. \nHealth Equity at Veterans Health Administration \nWhile these gaps continue, several government agencies are looking to close the gap on health equity through innovative systems and solutions. For example, the Veterans Health Administration (VHA) uses innovative tools such as telemedicine, mobile health clinics, and other alternative approaches to traditional care that have dramatically improved access to care for underserved populations. These innovations allow rural, low-income, and minority Veterans and communities to receive care tailored to their needs, breaking down barriers like distance and cost. For more information on VA’s focus on health equity, view The Office of Health Equity’s \nAction Plan.\n \nBlackberg is proud to deliver strategy, project management, and communications support services to several innovative healthcare programs at VHA designed to close the gap of health equity. Learn more about some of our recent work under case studies. 

The Role of Community-Based Interventions in Improving Health Equity

Strategically crafted planning measures and pointed organizational efforts are integral to achieving a successful event. Having a tested roadmap equipped with clear expectations makes for a transparent event planning process for clients, contracted event management teams, and other stakeholders involved.  

Events teams can benefit greatly by using 

 methods to carefully map the planning logistics which constitute an event. One such unique task management approach is known as the “3 Ds of Event Planning” created by the Blackberg Events Team. Utilizing a clear mapping tool like this provides an events team with a tested path in executing successful event planning efforts. 

Event managers must maintain regular contact with clients to understand their goals, visions, and requirements for events. Hosting regular touchpoints (frequency dependent on the event’s scale) and overseeing a secure method of file sharing creates clear visibility into action items and establishes accountability. 

Utilizing platforms such as Microsoft Teams, events teams should host weekly internal meetings and manage private, secure folders accessible to the client. The team should initiate a 

 to capture the client's needs, document ideas, and outline the entire event planning process. This process aids tremendously in creating a documented background resource sheet for all working on the event. This enables a team to have a line of sight into the more nuanced details of goals and visions for the event, as well as provides the team with an overview to reference throughout the planning process. 

As the event’s vision and necessary tasks become clearer, the events team creates a detailed work breakdown and assigns tasks and roles to the team. In fairly distributing responsibilities, 

consider team members’ strengths and experiences

. One team member should be designated as the overall event lead, overseeing all planning aspects and handling high-level tasks. Additionally, a deputy event lead supporting the overall lead while managing other various tasks creates an added level of accountability and event knowledge. The remaining tasks can be assigned to other team members. For larger events, the team may enlist additional partners within their extended team to assist with planning and execution. 

When distributing tasks and roles, use the following categories: 

With tasks identified and assigned, the team moves into the execution phase – or “doing” the work. This involves regular communication with the client, event presenters, venue, and various vendors, all depending on the project's scope.  

Within the internal events team, they should hold meetings at least twice a week to discuss progress, roadblocks, and questions that arise. When sourcing venues or vendors such as AV services, shuttle companies, and hotels, take 

. Track all options, tasks, and updates through shared file systems dedicated to each event. 

Each team member should be equipped with the resources and knowledge necessary to lead their respective tasks while keeping the overall event lead and deputy lead informed. Individuals on the team host calls with various vendors and manage outreach to speakers, involving the event leads as needed. This collaborative approach ensures accountability and thorough planning. Event leads may provide direction, but trusting team members fosters 

Overall, the team works cohesively to move tasks forward, ensuring a successful event. With multiple levels of support, leadership, and communication, and by utilizing key tracking measures, the team can follow a well-tested planning strategy, leading to a successful event. 

Successful event planning hinges on a structured and strategic approach, as exemplified by the Blackberg Group’s “3 Ds of Event Planning.” By thoroughly discovering the client's needs, distributing tasks and roles based on team strengths, and diligently doing the work with regular communication and coordination, any team can ensure seamless event execution. This methodology not only fosters transparency and accountability but also leverages the collective expertise of the team, resulting in exceptional event experiences for clients and attendees alike.

Strategically crafted planning measures and pointed organizational efforts are integral to achieving a successful event. Having a tested roadmap equipped with clear expectations makes for a transparent event planning process for clients, contracted event management teams, and other stakeholders involved.  \nEvents teams can benefit greatly by using \nagile project management\n methods to carefully map the planning logistics which constitute an event. One such unique task management approach is known as the “3 Ds of Event Planning” created by the Blackberg Events Team. Utilizing a clear mapping tool like this provides an events team with a tested path in executing successful event planning efforts. \nDiscover\nEvent managers must maintain regular contact with clients to understand their goals, visions, and requirements for events. Hosting regular touchpoints (frequency dependent on the event’s scale) and overseeing a secure method of file sharing creates clear visibility into action items and establishes accountability. \nUtilizing platforms such as Microsoft Teams, events teams should host weekly internal meetings and manage private, secure folders accessible to the client. The team should initiate a \ncomprehensive discovery process\n to capture the client's needs, document ideas, and outline the entire event planning process. This process aids tremendously in creating a documented background resource sheet for all working on the event. This enables a team to have a line of sight into the more nuanced details of goals and visions for the event, as well as provides the team with an overview to reference throughout the planning process. \nDistribute\nAs the event’s vision and necessary tasks become clearer, the events team creates a detailed work breakdown and assigns tasks and roles to the team. In fairly distributing responsibilities, \nconsider team members’ strengths and experiences\n. One team member should be designated as the overall event lead, overseeing all planning aspects and handling high-level tasks. Additionally, a deputy event lead supporting the overall lead while managing other various tasks creates an added level of accountability and event knowledge. The remaining tasks can be assigned to other team members. For larger events, the team may enlist additional partners within their extended team to assist with planning and execution. \nWhen distributing tasks and roles, use the following categories: \nPlanning\nClient Liaison\nCommunications and Graphics\nStaffing and Run-Of-Show\nSupplies and Printing\nVendors\nAudio Visual\nLodging\nTransportation\nVenue Management\nOn-Site\nExhibits and Posters\nNetworking\nRegistration\nSpeakers and Sessions\nDo\nWith tasks identified and assigned, the team moves into the execution phase – or “doing” the work. This involves regular communication with the client, event presenters, venue, and various vendors, all depending on the project's scope.  \nWithin the internal events team, they should hold meetings at least twice a week to discuss progress, roadblocks, and questions that arise. When sourcing venues or vendors such as AV services, shuttle companies, and hotels, take \na diligent hands-on approach\n. Track all options, tasks, and updates through shared file systems dedicated to each event. \nEach team member should be equipped with the resources and knowledge necessary to lead their respective tasks while keeping the overall event lead and deputy lead informed. Individuals on the team host calls with various vendors and manage outreach to speakers, involving the event leads as needed. This collaborative approach ensures accountability and thorough planning. Event leads may provide direction, but trusting team members fosters \na strong sense of ownership\n over events. \nOverall, the team works cohesively to move tasks forward, ensuring a successful event. With multiple levels of support, leadership, and communication, and by utilizing key tracking measures, the team can follow a well-tested planning strategy, leading to a successful event. \nConclusion\nSuccessful event planning hinges on a structured and strategic approach, as exemplified by the Blackberg Group’s “3 Ds of Event Planning.” By thoroughly discovering the client's needs, distributing tasks and roles based on team strengths, and diligently doing the work with regular communication and coordination, any team can ensure seamless event execution. This methodology not only fosters transparency and accountability but also leverages the collective expertise of the team, resulting in exceptional event experiences for clients and attendees alike.

Mapping Out The Event Planning Process

Imagine a workplace where employees feel a profound sense of purpose and genuine satisfaction. These elements are the cornerstones of mental and emotional wellbeing, yet they are often overlooked in discussions about productivity and success. Teams driven by a clear purpose not only achieve higher performance, but also experience greater job satisfaction and engagement. 

It’s time to redefine what it means to have a flourishing work culture.

The Importance of Purpose in the Workplace

Employees who find meaning in their work are more productive, engaged, and committed to their organizations. Research conducted by 

 shows that purpose-driven companies have a thirty percent higher level of innovation and forty percent higher level of workforce retention than their competitors. This data underscores the notion that purpose fuels passion and enhances overall organizational performance.  

Strategies for Empowering Teams with Purpose 

Define and Communicate the Organizations Purpose

The first step in empowering teams is to clearly define the organization’s purpose. This step should go beyond profit margins or company growth to focus on the impact the organization aims to make in the world. Once this purpose is defined, it should be communicated consistently across all levels of the organization. A compelling purpose statement should resonate with employees, making them feel connected to the organization. 

 found companies with a purpose that is understood within the organization had better growth than companies without a clear purpose. Fifty-two percent of purpose-driven companies experienced over ten percent growth compared with forty-two percent of non-purpose-driven companies. Purpose-driven companies benefitted from greater global expansion (sixty-six percent versus forty-eight percent), more product launches (fifty-six percent versus thirty-three percent) and success in major transformation efforts (fifty-two percent versus sixteen percent).

Imagine a workplace where employees feel a profound sense of purpose and genuine satisfaction. These elements are the cornerstones of mental and emotional wellbeing, yet they are often overlooked in discussions about productivity and success. Teams driven by a clear purpose not only achieve higher performance, but also experience greater job satisfaction and engagement. \nIt’s time to redefine what it means to have a flourishing work culture.\nThe Importance of Purpose in the Workplace\nEmployees who find meaning in their work are more productive, engaged, and committed to their organizations. Research conducted by \nDeloitte Consulting, LLP\n shows that purpose-driven companies have a thirty percent higher level of innovation and forty percent higher level of workforce retention than their competitors. This data underscores the notion that purpose fuels passion and enhances overall organizational performance.  \nStrategies for Empowering Teams with Purpose \nDefine and Communicate the Organizations Purpose\nThe first step in empowering teams is to clearly define the organization’s purpose. This step should go beyond profit margins or company growth to focus on the impact the organization aims to make in the world. Once this purpose is defined, it should be communicated consistently across all levels of the organization. A compelling purpose statement should resonate with employees, making them feel connected to the organization. \n\nHarvard Business Review\n found companies with a purpose that is understood within the organization had better growth than companies without a clear purpose. Fifty-two percent of purpose-driven companies experienced over ten percent growth compared with forty-two percent of non-purpose-driven companies. Purpose-driven companies benefitted from greater global expansion (sixty-six percent versus forty-eight percent), more product launches (fifty-six percent versus thirty-three percent) and success in major transformation efforts (fifty-two percent versus sixteen percent).\nInvolve Employees in Purpose-Driven Initiatives\nEngaging employees in initiatives that align with the organizations’ purpose can further empower them. Companies can create volunteer programs or sustainability initiatives that allow employees to contribute to causes that the company stands for and employees care about. Findings from the \nJournal of Organizational Change Management\n indicate that when employees participate in purpose-driven activities, their job satisfaction and organizational commitment increase.  \nInvolving employees in the decision-making process regarding these initiatives gives an increased sense of ownership and accountability. This collaborative approach enhances employee morale and strengthens team cohesion.\nAlign Individual Goals with Organizational Purpose\nAligning individual employee goals with the organization’s purpose is another step toward empowering a team. It should become a regular practice to meet with team members and set personal objectives that correlate with their overall work and company purpose. A study by the \nInstitute for Corporate Productivity\n found that employees whose personal goals aligned with their company objectives were twelve times more likely to feel engaged at work.   \nScheduling regular check-ins in addition to yearly performance reviews are good times to ensure that employees are focused on these aligned goals. These meetings are also a great time to reinforce the connection between individual goals and the organization’s purpose.\nFoster a Culture of Recognition and Feedback\nThe recognition of work and effort from teams is vital for maintaining a sense of purpose. This type of recognition can come as an award but can also be as simple as verbal recognition during a team meeting. According to a report from \nGallup\n, when recognition is done well, employees are five times more likely to be connected to company culture and four times as likely to be engaged. \nAdditionally, according to an article in the \nHarvard Business Review\n,\n \nif employees receive feedback that helps them understand how the role they play impacts others, or they can see a cause and effect of their work and team progress, they are more likely feel a sense of purpose.\nLead by Example\nEmployees look to leadership to set company standards through their actions. Leaders must embody the organization’s values and purpose, demonstrating commitment and passion. When leaders engage in initiatives and share their personal connections to the company’s purpose, they motivate employees to embrace the same passion.  \nResearch from the \nCenter for Creative Leadership\n shows that purpose-driven leaders develop and maintain stronger relationships with their team members and are better equipped to navigate challenges within the team and organization.  \nConclusion\nEmpowering teams with a strong sense of purpose is vital for fostering passion and enhancing performance. By defining and communicating the organizational purpose, involving employees in purpose-driven initiatives, aligning individual goals, fostering recognition and feedback, and leading by example, organizations can create an environment where teams feel motivated and connected to their work. \nAs the corporate world continues to evolve, organizations that prioritize purpose-driven empowerment will not only experience improved performance but also cultivate a more engaged and satisfied workforce. In the end, a purposeful team is a productive team, capable of driving success and making a meaningful impact.  \nBlackberg is proud to continuously drive toward more purpose-driven work for both our clients and our teams. To learn more about our workforce planning and employee communications support for clients, please visit \nour services\n.  