Anyone can talk facts. What sets mythmakers apart is their ability to transcend social barriers such as class and education level in order to inspire the masses. Mythmakers also use tools with the capacity to reach regular Joes. For example, when Martin Luther nailed his Ninety-Five Theses to the door of the church in Wittenberg, Germany, he was not the only cleric of his day to oppose the sale of indulgences. According to custom, Luther first composed the Theses in Latin. However, the following year, they were translated into German (the common man’s language), spread like wildfire, and Luther became legendary. Today’s language of the masses is the Web, the blogosphere and social media. Sustainability mythmakers should become adept at using these tools. (Watch this space for more on setting up your social media platform to maximize your sustainability message.)

When it comes to mythmaking, the messenger matters at least as much as the message. Inspiring people to change involves doing deeds that match your words. I still run across Joes who are furious at Al Gore for “trying to scare us with all this sustainability stuff while he’s making millions of dollars and living in a giant house.” They literally cannot see past it. (I like to remind them that success and sustainability are not mutually exclusive, and that they don’t seem too bothered when oil executives display their wealth, but somehow this logic does not compute with them.)

The point is, when talking to Joe about sustainability, it helps to become your own best example. In the words of St. Francis, “Preach the gospel at all times. When necessary, use words.”

Sustainability mythmakers aren’t lone rangers. They engage others in a shared voice. I recently attended a conference on workplace sustainability where some very impressive, data-rich research studies were presented. However, the best presentation by far was from Interface. It involved no slides — just videos and stories. The videos were not limited only to the charismatic founder Ray Anderson, but included others, too. From Interface executives to folks on the factory floor and in the filing offices, workers shared their own sustainability stories from the trenches. Their collective voice for sustainability has reached mythic proportions. Eighteen months after Anderson’s death, former colleagues such as Jim Hartzfeld are still writing about the impact that Anderson’s sustainability mythmaking had on their lives.

I gave some tips on how to tell your sustainability story in this column last fall. It’s a good starter kit for sustainability communicators. Becoming a sustainability mythmaker involves the same ideas, just a lot more action, dedication, sincerity, belief and courage.

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