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Creating a Global Movement:
How to Scale to Four Continents in Two Years
O C T O B E R 9 , 2 0 1 4
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
Lifecycle of a Successful Movement
Lifecycle of a Successful Movement
Subjective:
What does success look like personally?
STEPS 1-5
@GaryWhitehill
Lifecycle of a Successful Movement
Objective:
What does a successful Movement look like?
STEPS 6-8
@GaryWhitehill
Core Values (Why)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
1. Who are we? Personality.
P E R S O N A L S U C C E S S :
S T E P S 1 - 5 : S U B J E C T I V E
@GaryWhitehill
Core Values (Why)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
1. Who are we? Personality.
2. What do we want? Purpose.
P E R S O N A L S U C C E S S :
S T E P S 1 - 5 : S U B J E C T I V E
@GaryWhitehill
Core Values (Why)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
1. Who are we? Personality.
2. What do we want? Purpose.
3. Where to focus? Story.
P E R S O N A L S U C C E S S :
S T E P S 1 - 5 : S U B J E C T I V E
@GaryWhitehill
Culture (Trust)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
1. Do we have the will?
Mission & Vision.
P E R S O N A L S U C C E S S :
S T E P S 1 - 5 : S U B J E C T I V E
@GaryWhitehill
Culture (Trust)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
4. Do we have the will?
Mission & Vision.
5. Is it possible?
Standard Analysis.
P E R S O N A L S U C C E S S :
S T E P S 1 - 5 : S U B J E C T I V E
@GaryWhitehill
Team (What)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
6. How Specifically?
Value Proposition.
A S U C C E S S F U L M O V E M E N T :
S T E P S 6 - 8 : O B J E C T I V E
@GaryWhitehill
Team (What)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
6. How Specifically?
Value Proposition.
A S U C C E S S F U L M O V E M E N T :
S T E P S 6 - 8 : O B J E C T I V E
7. What should be built & by when?
Unique ability in the market.
@GaryWhitehill
Team (What)
( L I F E C Y C L E O F A S U C C E S S F U L M O V E M E N T )
6. How Specifically?
Value Proposition.
A S U C C E S S F U L M O V E M E N T :
S T E P S 6 - 8 : O B J E C T I V E
7. What should be built & by when?
Unique ability in the market.
8. What to benchmark & monitor?
Change the world.
@GaryWhitehill
Establishing Values
G O AL: F I ND A TR I BE
• Ask the right questions: key to advancing an idea.
• Reinstate imagination: any vision builds upon construction or reconstruction.
• Penetrate despair: prophetic moral visions enable others to believe in and
embrace new futures. (it does not ask if the vision can be implemented).
• Timing is key: movements build when a form of popular dissent says, “there
is a better way, there is a moral way.”
• Repeat business vs. loyalty: leadership is the ability to rally people nor for a
single event, but for years.
• Promote WAAINTT: reduces friction and cost, providing massive peace of
mind for all as “we are all in this together.”
@GaryWhitehill
@GaryWhitehill
Attributes of a Movement
D E F I N E O R G AN I Z I N G P R I N C I P L E
O F AC T I O N
• Money: chasing the market. Leads to
Unprincipled, chaotic, efficiency-based
decision making.
• Minds Hands
• Culture: solving a deep-rooted social
challenge. Leads to intentional,
benchmarked.
• Hearts Hands Minds
@GaryWhitehill
Attributes of a Movement
P S Y C H O L O G Y B E H I N D B U I L D I N G
M O V E M E N T S
( W H Y P E O P L E S TA R T & J O I N T H E M )
• Motivation: a sense of purpose or
belonging. Very little to do with any
external incentive.to act becomes
deeply personal
• Vision: an intensity communicated set of
passionate principles which strike at and
rally core tribal ethos.
MOVEMENTS ONLY SCALE WHEN STRUCTURED
AROUND CULTURAL CONTEXT.
@GaryWhitehill
Define Scale
• The power of movements = starts out small with those who believe
passionately in something, but ends up changing the world.
@GaryWhitehill
Define Scale
• Daniel Pink: humanity seeks” freedom, autonomy, a sense of purpose.”
@GaryWhitehill
Define Scale
THE STEEPER THE CURVE, THE MORE VULNERABLE
Setting the Culture
G O AL : E N AB L E H U M AN I T Y I N TO S U P P O R T I V E ,
C O L L E C T I VE AC T I O N
@GaryWhitehill
@GaryWhitehill
Define Impact
( T R A N S F O R M AT I O N A L V S . S I N G L E C A M PA I G N )
@GaryWhitehill
Define Impact
( T R A N S F O R M AT I O N A L V S . S I N G L E C A M PA I G N )
@GaryWhitehill
Define Impact
( T R A N S F O R M AT I O N A L V S . S I N G L E C A M PA I G N )
@GaryWhitehill
Define Impact
( T R A N S F O R M AT I O N A L V S . S I N G L E C A M PA I G N )
@GaryWhitehill
Define Impact
( T R A N S F O R M AT I O N A L V S . S I N G L E C A M PA I G N )
@GaryWhitehill
Enabling Leverage
• Systems & processes: impact cannot
easily be replicated.
• Organizing is a process: create long-
term campaigns that mobilize a certain
constituency in well-timed waves, to
press for specific demands from a
particular target, using a defined strategy
and escalating tactics.
• A role for all: organizations must have
defined roles to engage anyone who is
interested in the cause.
GOAL: LOWER TRANSACTION COSTS
& NETWORK BARRIERS
Why Traditional Structures Do Not Work
@GaryWhitehill
Which then leads to these one-to-one
interaction between stakeholders:
L E AD I N G T O : • Aggression
• Domination
• Power
• Conquest
• Rigidness
• Denseness
Why Movements Do Work
@GaryWhitehill
Leads to an opportunity to have
network effect-driven interactions:
L E AD I N G T O : • Progressiveness
• Individuality
• Freedom
• Empathy
Movements are Anti-Hierarchical
@GaryWhitehill
Leverage of Horizontal Structure
@GaryWhitehill
Quick Hit Advice
• A movement is diverse: there are many paths to reach the same goals.
• Talk about “why”: instead of the product or competitors.
• Stop thinking like MBA’s: No initial focus on price/sales/profit, etc.
• Communicate: Be engaging vs. broadcasting.
• Build great leaders: use an intention map + community management.
• Ignite Your Movement: the Next 24 Hours
• Envision the future: 1/3/5yr goals. Top 5 for each.
• Architect a resource roadmap: what do you have/need?
• Cultivate diversity: engage those outside your tribe.
• Work on the pitch: what matters in 15secs or less, and why?
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
@GaryWhitehill
