Jonathan Fields shares a 18 step framework to start a nonviolent consumer revolution. His framework is based on the theory of Gene Sharp – nonviolent political revolution dynamics (like the Arabic Spring). In that theory, there are three challenges:
1. Tearing down (old system)
2. Pre-social technology
3. Regime change, not commercial
Can we also apply it for a consumer revolution? YES, here’s the 18 step framework:
1. Who is your revolution serving?
– define your revolutionary avatar
– leader is in strong alignment
– align culture with the leader
– people bond with similar people.
Tip: Create an avatar – what are their wishes, how do their days look like, collect data from your ‘target audience’
Tip: Check twitter on certain keywords to build up a good avatar – it’s a lot about doing research
Eg saddleback church – Rick Warren
2. Identify shared oppression or pain
– what is it?
– is it shared and pervasive?
– driving emotion behind it?
– what is it keeping you from?
– felt or latent
– is it okay to use ‘pain’ to motivate action?
Pain is one of the biggest motivating powers to move people.
Eg Fitness industry – people join a club but most people don’t stay there because the industry solutions are not effective. Good example is crossfit
3. Who is your dictator?
– must you have a dictator?
– Must you ‘publicly name’ it? (YES)
– Must you take the dictator down? (NO)
– politics = person/regime, commercial = paradigm, institution
– competitor ‘universal trait’
– Pillars of power – biggest = consumer (move people to a better place)
Eg. Apple 1984 commercial – dictator is IBM / conformity
4. Who is your leader?
– do you still need a leader in thise day of age of rapid digital adoption? (YES you need a leader/team who’s driving the ship)
– does your leader have to be front and center? (NO)
– defining traits for the leader: humility, vulnerability, one of us (shared pain)
– led by desire to serve
– be truthful
5. Find or create an inciting incident
– incendiary device that starts the action for others
– naturally occurring
– engineered (launch of new experience, solution, brand, product)
– documentary, movie
Eg movie global warming from Al Gore – an inconvenient truth
6. What are you moving away from?
– what are you rallying against or moving away from
– pace and agitate
Occupy then what? the occupy movement didn’t work because the next steps where not clear
Tip: Don’t make people work to understand your values and beliefs (keep it simple)
8. Identify your ‘toward’ vision
– what will we build in its place
– create a clear vision for a new reality
– paint a Mega Dream picture
– future pace a new reality (I have a dream)
– Here’s where revolution meets business – REV meets BIZ (organic, not forced, context-sensitive, relevant)
Build an engine of belonging
9. Building your resonant story
– define your hero’s journey
– joseph campbell 12 steps
– are your the hero or the mentor
– shared pain and ownership
10. Craft your manifesto
– brings together all foundation and messaging elements
– away + belief + towards + story + call to action
– join me to make this happen
– print, digital, video, audio
– email, mail
11. Define the path
– goals to defining the path: 1. identify behaviour 2. ask what steps are necessary 3. reverse-engineer steps 4. determine duration (transactional or sustained)
Eg the 10 year hoodie – Jake Bronstein
Example of a path: Consume (the topic) – Connect – Contribute – Commit – Lead (people are in different stages and engage in different ways – approach them at their level)
12. Deepen the tribe mentality
– messaging: there’s nothing wrong with you, you are not alone, together we succeed, divided we fail
– identifyers: symbology + language
Eg nerdfighters (very funny website and cool nerds)
13. Assemble your torchbearers
– who are your zero-day true believers
– ask who will support you
– give access to knowledge, tools, …
14. ID key resources and allies
– money, people, roles, social capital, key influencers, co-ownerships
15. Swarm the launch
– build ubiquitous messages via different channels
– go where the waves are!
– do you need community?
– Online home bases: blog, facebook, twitter, tumblr
– power of small groups (meet people, face to face, meetups, mini-tribes – levels of privacy
– social technology is essential
– make one home base (but have multiple channels)
– try, fail fast, kill, …
Eg kickstarter, nation builder
16. Mechanism and milestones
– clear intermediate milestones
– gamify behaviour
– adopt on the fly
17. Design for contagion (Jonah Berger)
– social currency
– triggers (natural & artificial)
18 Ultimate structural goal: Tipping point
– keep momentum
– Dare to lose control over the messaging
Two big ideas to remember:
1. Give people something or someone to believe in … (preferably both)
2. Give people something to believe in
More info: email@example.com – get 65 page manifesto
A cool creed from Good Life project
Jonathan Fields (@jonathanfields) is a dad, husband, serial-entrepreneur, award-winning author, speaker, web show host and mindful innovation strategist. He is on a mission to help individuals and organizations build better solutions, businesses, art and lives in less time, with more joy and less effort. And he’s doing it in a rather unusual way—from the mindset out. His latest book Uncertainty: turning fear and doubt into fuel for brilliance