Paradigm shifts are created, movements are started, shaped and built. We at The BaaS Company have done our fair share of global, professional movement building and paradigm shifting. This famous video featured in Derek Silver’s TED talk, amusingly captures the way that movements typically get started and are built.
However, from the many discussions I’ve had about building new categories in B2B tech, it’s clear that the video might not be too instructive a playbook for building a professional movement.
Here is how that translates in more instructional steps:
- Have an exact and strong mission - don’t try to do/be/create many things for many audiences - focus on a clear cause! The mission needs to be very straightforward and easy to understand; not easy to do, but easy to understand to get the much needed buy-in and support a movement needs.
- Timing and intel is of the essence - feel the world, talk to people, influencers and learn if now is the time. Know where, when and how to start based on that information.
- Invite allies in as equals - don’t be protective of ‘the idea’. As movements are public and shared, the more the merrier. Ensure to build a strong kernel to harness the gravity and attraction your mission naturally has.
- Don’t feel the need to get ‘everyone’ on board while building the strong core around your (somewhat controversial) mission. Consensus is the biggest enemy of a movement!
- Go public iteratively - no big bang is going to be big enough to ensure your initiative is established and done in one go. Be prepared for 10, 20, 30 launches before it sticks. Always be launching. The first launch will provide you with the feedback and learnings to do it better next time. With every launch, new people will join the growing community and contribute to the kernel's exponential growth.
- Don’t try to own the movement. Take care of it; give it to many. Movements exist because your followers can run with it as if it was their own; and with that it becomes their own. Yet be the caretaker of the movements your supporters come on board with, the mission will need to stretch and adapt in many directions. Stay consistent, be clear and over-communicate on the why, how and what.
Building a movement can be simple, but it's not always easy. Reach out to us if you have a mission and are dreaming of change!
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