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Key Takeaways
- Better is better, not bigger. Success is defined by how well you serve your mission, not just the volume of work you produce.
- Differentiate between crises and problems. Protecting your team requires a leader who can stay calm when a problem is simply “dressed up” as a crisis.
- Serve without the expectation of gratitude. Real impact happens when you provide service with dignity, regardless of the immediate emotional response from those you help.
- Vulnerability builds stronger networks. Reaching out to peers for advice is a sign of leadership strength that prevents isolated burnout.
You are doing the vital work, but as your organization grows, the message starts to fizzle out. You find yourself lying awake at 3 a.m. wondering why the growth you prayed for feels so exhausting. The gap between what you do and how you talk about it only seems to widen as the operation scales.
In this episode, we talk with Jordan McCormick about the reality of leading a mission-driven organization through rapid expansion. You will walk away with a framework for growing with purpose while keeping human dignity at the center of your strategy.
Who Is Jordan McCormick?
Jordan McCormick is the Executive Director of Furniture Mission of the Red River Valley. He took a volunteer-run concept with no staff or office and turned it into a powerhouse of regional impact. Today, he leads a “volunteer army” that manages up to 300 pieces of furniture every week to help families rebuild their lives.
Better Is Better, Not Bigger
Define Your Own “Better”
The insight: Growth is only successful if it is anchored in a clear understanding of who you are and who you are not.
Many organizations fall into the trap of duplicating efforts or expanding into areas that do not fit their core mission. Jordan argues that “better” is a higher standard than “bigger.” If you do not have a firm grasp on your organizational identity, you will get swept up in a whirlwind of “more” that eventually dilutes your impact.
How to apply this:
- Identify the one “vehicle” your organization uses to show its values.
- Audit your current programs to see which ones actually serve that “better” standard.
- Give your team permission to say no to growth that does not align with your core identity.
Distinguish Crisis from Noise
Leadership in the Whirlwind
The insight: A leader’s primary obligation is to mitigate risk and differentiate between a minor bump and a true crisis.
When you are in a high-growth season, everything feels urgent. Jordan points out that problems often come “dressed up” as crises. If a leader treats every logistics hiccup as a catastrophe, the team will live in a constant state of “crisis mode.” This burnout is the fastest way to lose the soul of your mission.
“I have a much better idea as to what a crisis is and what is just a problem that is dressed up like a crisis.”
How to apply this:
- Pause before reacting to a new “emergency” to evaluate its actual impact on the mission.
- Communicate clearly to your team which issues require immediate action and which are part of normal growth.
- Build a “buffer” in your schedule to handle genuine crises without derailment.
Service Without the Gratitude Requirement
Protecting the Dignity of the Hero
The insight: Providing dignity means allowing people the space to be unapologetically themselves, even when they are not ready to be grateful.
Nonprofit work often carries an unspoken expectation of immediate gratitude from those being served. However, people in the middle of a life crisis are often angry, embarrassed, or shameful. Jordan teaches his team that they are not “paid in gratitude.” Their job is to show up and provide high-quality service regardless of the recipient’s emotional state.
How to apply this:
- Shift your internal metrics from “thank you letters” to “dignity restored.”
- Train your volunteers to understand the psychological state of people in crisis.
- Focus on the long-term transformation of the family rather than the short-term emotional payoff for the server.
Putting It Into Practice
Leading with purpose during growth requires a shift from “doing” to “guiding.” You have to get used to the idea that you might only get a project to 80% before hitting the “go” button. As Jordan notes, what you have at 80% is still powerful enough to make a difference in someone’s life.
This week, take a look at your “impossible” tasks. Remember that everything feels impossible until it is done. Focus on the human being across the table from you, rather than the spreadsheet in front of you.
Frequently Asked Questions
How do I maintain culture with a 100% volunteer team?
You have to prioritize caring for each other as much as you care for the people you serve. If you do not have your finger on the pulse of how your team is doing, the mission will eventually fracture under the pressure of high-volume work.
What should I do if I feel like an “imposter” in my leadership role?
Acknowledge that everyone is working on something and that “brokenness” exists in every industry. Reach out to peers and be willing to “vomit words” over a coffee or a walk. Vulnerability is the fastest way to turn a peer into a partner.
How do I know when to stop growing?
Growth should stop, or at least slow down, when it begins to compromise the dignity of the service provided. If you can no longer show up for a family with the respect they deserve because you are “too busy,” you have prioritized “bigger” over “better.”
The Tellwell Connection
At Tellwell, we believe that clarity is kind. Just like Furniture Mission uses a bed or a table as a vehicle for hope, we use film and strategy as a vehicle for your mission. We help you bridge the gap between the vital work you do and the way the world perceives your impact.
If you are ready to clarify your mission’s story and turn that clarity into action, we would love to explore what is possible. Get in touch on the Contact page.
