Building MovementsThe FOCUS should be on
understanding HOW PEOPLE move, not why.
Adapted from Brains on Fire
Rule #1
• Movements are built on PASSION
Rule #2
• Movements begin with the first conversation
Rule #3
• Movements have inspirational leadership
Rule #4
• Movements have a barrier to entry– Passionate causes require
time and effort. A time and effort requirement ensures that soldiers who do join your cause will do so for the right reasons.
Rule #5
• Movements empower people with knowledge
Rule #6
• Movements have powerful identities.
– Everyone wants to be part of something bigger than themselves.
Rule #7
• Movements encourage ownership
Rule #8
• Movements make advocates/members feel like rock stars
Rule #9
• Movements live online and offline.
Rule #10
• Movements get results.
– They make the story bigger.
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