The most effective campaigns create “pull,” in contrast to “push,” by first building enough energy in the core group that the dynamic is a sense of others being attracted rather than persuaded.
Persuasion consumes much more energy.
The campaign approach to change, is based on the premise that today’s scarcest resource is mindshare, that is, people’s relative attention to the issues you are seeking to advance.
A central challenge to sweeping people into a campaign is getting their attention in the middle of a stream of competing concerns.
A second challenge is finding and using the natural networks of influence and mobilization.
A campaign works best by looking for natural entry points, then tapping into the amplifying power of networks.
It begins with a small nucleus of people who are already engaged or interested in the initiative.
From the early “listening-in” phase of a campaign, lead users or early adopters have been identified.
The amplifying power of working through existing networks adds up in a very short time, as more and more people are recruited to a campaign and take up the campaign theme.
A campaign tries to plant ideas where people will find them and carry them into their own circles, where they gain strength and shape.
People who deeply share the values surrounding a campaign can be relatively autonomous because they are self-organizing and self-orienting around the goal.
A big part of the core group’s job, therefore, is to find ways to communicate the theme – over and over – and to take every opportunity to frame the many grassroots activities in terms of the theme.
By helping people see the connection, the campaign helps create the connection.
When the campaign is able to achieve some focused small win, it can create hope and draw others in.