The five principles for ‘anytime everywhere’ social change identified in the book are:
1. Identify your community from the crowd
2. Focus on shared goals
3. Choose tools for discovery and distribution
4. Highlight personal stories
5. Build a movement
When I started reading, #5 stopped me.
I mean, ‘build a movement’ as an item on a to-do list? Sure, we would all like to have a movement around our issues, but I had a hard time seeing how instructing us to build one counts as a ‘principle’, as reminding us that we can’t get to engagement without leveraging personal stories is.
But the way that the authors talk about movement building, I get how this commandment is an important reminder about the way we need to work. It’s about co-creation, letting go of our imagined control so that people are working our issues alongside us, not ‘under’ or ‘for’ us. Most significantly, the book has several very concrete examples of how this movement-building can look, including what it ‘costs’ an organization, psychically, to commit to this style of engagement.
Movement building, understood in this space, requires identifying the collaborators who can help your organization ‘open up’, so that your next campaign is about the larger movement/cause, instead of about your organization. It means unbranding, to an extent, and getting out of the way. It focuses on impact, and rigorous assessment through metrics, so that ‘loose’ doesn’t devolve into ‘untraceable’.
It’s about more than crowdsourcing, because you’re not trying to get the ‘crowd’ to circle back to you. It’s more of a ‘send the dove forth from the ark’ sort of thing. When your movement leaders don’t come back, you rely on your measures to let you know that’s a very, very good thing.
Question: Who are your collaborators? Who would carry forth your cause, if you encouraged them? Who is already free-agenting for you? What shifts would it take within your organization to get more comfortable with these movement actors and their roles? How can you cultivate those?