Say It Until It Sticks
These days, it can feel like people are tired of being led.
With unions pushing for more autonomy in how districts and departments operate—and a growing indifference to top-down messaging—it may seem like line personnel simply don’t have the bandwidth to listen. A friend of mine, a volunteer fire chief, calls this “leadership fatigue.”
But that’s not really what’s happening.
The people in your organization are still listening…just not always to you. It might be a social media voice they trust or a colleague at the firehouse kitchen table. As social creatures, we’re constantly influenced by those around us, absorbing opinions whether we realize it or not.
The difference is how the message is delivered.
We’re more receptive to messages that feel voluntary. I don’t have to listen to my peer but I do, because I trust them and see them as an equal. On the other hand, when a message comes from someone I have to listen to, I’m more likely to resist it. It feels like a loss of freedom, and people instinctively push back against that.
So how do you break through as a fire chief or training officer?
Use repetition.
What you say consistently gets absorbed. What you say and demonstrate gets absorbed and repeated. Repetition conditions the brain. It strengthens neural pathways, which is why you can still remember your childhood phone number or get a song stuck in your head for days.
Done right, repetition bypasses resistance. It circumvents the conscious mind and becomes automatic. Before long, your firefighters start using the same language, the same phrases, because they’ve heard them enough times that they stick.
Think of it like a jingle you can’t shake.
The simplest way to apply this is with a clear rallying cry or slogan. Say it often. But more importantly, live it. Make decisions through it, and call that out to your crews.
Show them it’s not just words—it’s OUR standard.
That’s why the “broken record” method works. And when used intentionally, it becomes one of the most effective leadership tools you have.
Ready to create a rallying cry that actually sticks and drives your culture forward? Book a free consultation call with us today.