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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