How Joel Osteen Inspires Millions

Business leaders can learn a lot from the popular evangelist's uplifting style. Accentuating the hopeful empowers people to take action

by Carmine Gallo

It's easy to spot Joel Osteen. The pastor of Houston's Lakewood Church has been featured on 60 Minutes, Larry King Live, Good Morning America, and other major network shows in addition to countless magazine and newspaper articles, mostly focusing on his new best seller, Become a Better You. The book was released in October with an initial printing of 3 million copies. Lakewood Church averages 47,000 attendees for Osteen's weekly services. Osteen has influence.

As a communications coach, I make observations on what makes a particular speaker inspiring to his or her listeners. The secret behind Osteen's charisma is this: He speaks the language of hope.

According to Osteen, "As parents, we can profoundly influence the direction of our children's lives by the words we say to them. I believe as husbands and wives we can set the direction for our entire family. As a business owner, you can help set the direction of your employees. With our words, we have the ability to help mold and shape the future of anyone over whom we have influence."

If that's the case, and I believe it is, then dwelling on the negative (for example, focusing on how "bad " things are, how the economy will ruin your business, etc.) will demoralize your listeners. Speaking in positive, optimistic language, however, will leave everyone inspired and energized by your presence.

Searching for Something to Believe In

The people around you want to be inspired. Your customers, employees, and co-workers are searching for someone and something to believe in. A recent USA Today/Gallup poll shows that 72% of Americans are "dissatisfied " with the way things are going in the U.S. You may not be able to change the national mood, but you most certainly have the ability to energize everyone in your sphere of influence.

Inspiring leaders speak the language of optimism. Joel Osteen is no exception. Osteen believes that the first 30 seconds of a conversation will determine the next hour, so he advises speakers to begin conversations with something positive to lower defenses and to create a connection with your listener. In Become a Better You, Osteen writes, "Your words have the power to put a spring in somebody's step, to lift somebody out of defeat and discouragement, and to help propel them to victory."

The other week while I was waiting at the airport, I saw a magazine cover featuring the best places to work in a particular city. The companies that led the competition offered employees perks like free beverages, on-site massage, and fitness rooms. All well and good, but the article was missing the point. Nobody ever jumps out of bed on Monday morning eager to work because they don't have to pay for a cup of coffee. It's nice, but it doesn't satisfy what Emerson described in his writing as "our chief want, someone who will inspire us to be what we know we could be."

Fill the Emotional Tanks

Osteen realizes that listeners are hungry for words that reinforce a belief in a brighter future. I interviewed a high school coach who calls it "filling a person's emotional tank." In other words, by reinforcing what people do right and by painting a picture of how successful they could be if they improve in certain areas, you give them fuel that they can convert to energy in the workplace, at school, or wherever they need that extra dose of motivation. According to Osteen, "everywhere we go we should be making deposits—whether at the grocery store, ballpark, school, or office. Develop a habit of sowing good things into people's lives. Make it your business to help somebody else feel better about himself or herself. Encourage him in some way; make him feel important; help him to know that somebody cares."

Osteen also makes the point that you cannot hang out with negative people and expect to live a positive life. That's why we are uninspired by the presence of negative people.