The building blocks of a new power brand are very different from those of a purely commercial or transactional brand, or a top-down organizational one. Yet it only got off the ground thanks to small groups of digitally savvy feminist crafters. Etsy, the online crafting marketplace, now has tens of millions of members and generates hundreds of millions of dollars each year. Step 1: Find your connected connectors.įor any new power movement, identifying and cultivating the right connected connectors is often the difference between takeoff and fizzle. Whether you’re working to get elected to your local school board, launch an online community, or trying to build buzz around your new business, these are the four key steps to starting and growing a flourishing movement today. At the same time, it has become harder to break through because everyone is trying to rally a crowd. Today, the tools and tactics available to movement builders have expanded hugely. Having a connected and passionate crowd on your side has become a crucial asset in gaining new power. The goal with new power is not to hoard it but to channel it.įor any new power movement, identifying and cultivating the right connected connectors is often the difference between takeoff and fizzle. Like water or electricity, it’s more forceful when it surges. It is open, participatory and peer-driven. It is closed, inaccessible and leader-driven. Once gained, it is jealously guarded, and the powerful have a substantial store of it to spend. Our world is defined by the battle and balancing of two big forces. Courtesy of Jeremy Heimans and Henry Timms. A comparison between old power and new power. The everyday people, businesses and organizations who are leaping ahead in a hyperconnected world - while others fall back. The rank political outsiders who have raised passionate crowds and swept into office. Think of the hoodie-clad barons who sit atop online networks a billion users strong. But the deep truth is that our behaviors and expectations are changing too. Yes, this is because technology has changed. Today, we have the capacity to make movies, friends or money to spread hope or spread our ideas to build community or build up movements and to spread misinformation or propagate violence on a vastly greater scale and with greater potential impact than we did even a few years ago. Here’s what it takes to win power in today’s hyperconnected age, according to activists Jeremy Heimans and Henry Timms. There’s a kind of Hunger Games occurring among organizations and brands to seize people’s attention and loyalty.
0 kommentar(er)
