swarmwise 2013 by rick falkvinge

8/12/2019 Swarmwise 2013 by Rick Falkvinge

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SWARMWISEThe TAcTicAl MAnuAl To ChangIng thE World

Rick FalkvIngE


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SWARMWISEThe Tactical Manual to Changing the World

RICK FALKVINGE


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This is version 1.1 (first edition, se ond revision! of S"#r$"ise. The differen es fro$the first %rint revision #re $ost&' os$eti .

o) #re free to $#*e #s $#n' o%ies of this +oo* #s 'o) &i*e #nd sh#re "ith friends#nd str#n ers, #s &on #s 'o) redit the #)thor #nd 'o) don-t se&& the$. A t)#&&', 'o)-re not )st free to sh#re o%ies "ith 'o)r friends, +)t do"nri htencouraged to. If 'o) &i*e this +oo*, "h' sho)&dn-t 'o) sh#re it "ith 'o)r friends/

For$#&&', this +oo* is )nder o%'ri ht $ono%o&' )nti& 0#n)#r' 1, 234 5 t"ent' 'e#rs fro$ %)+&i #tion. 6)rin th#t ti$e, it is &i ensed )nder # Cre#tive Co$$ons

Non o$$er i#&7Attri+)tion 3.2 &i ense, $e#nin "h#t is s#id #+ove #+o)t free sh#r7in . These #re the s#$e ter$s #s s) ested in the #)thor-s %revio)s +oo*,The Case for Copyright Reform. Co$$er i#& e8 &)sive ri hts rest "ith the #)thor for the t"ent' 'e#rs.

ISBN-10:1463533152

ISBN-13: 9781463533151

Li+r#r' of Con ress Contro& N)$+er 9 213:2:2 ;

Cre#teS%# e


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= o)r $ost v#&)#+&e #sset isn-t 'o)r e$%&o'ees,>I to&d the e8e )tive.

= o)r $ost v#&)#+&e #sset is the tho)s#nds of %eo%&e "ho "#nt to "or* for 'o) for free, #nd

'o) don-t &et the$.>


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S M A R M W I S E C ? N T E N T S

PART I: BUILDING THE SWARM

1. Un !"#$%n &n' T(! S)%"*..............................................13The S"#r$ Is ?%en.................................................................1:@And Tr#ns%#rent.................................................................. 2So o) #ve A


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e&% The S"#r$ Re$i8 The Mess# e...................................:BT#*e To The Streets................................................................:S #&e ?)t, ?)t, ?)t...............................................................12;

PART II: LEADING THE SWARM

5. !! E !" # E !# /nT%"'!$ An P%&n$ I$ R! D%& .......................................119


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R I C K F A L K V I N G E

7. S+" & &n' G" )$( Un &

PART III: DELI ERING WITH THE SWARM

8. U#&n' S ,&% D n%*&,# T T(!&" ;+ P $!n$&% ..............223

So i#& Lin*s............................................................................. 4Gro"in ?n The Ed es........................................................ De#rt+e#t Mess# es................................................................ Bnderst#ndin The A tiv#tion L#dder................................. ;

Mo+i&i in A tivists............................................................... 31C#&&s To Ar$s9


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S W A R M W I S E

Medi# re#*thro) hs............................................................. BBThe G#ndhi S #&e Is A )r#te............................................... B Who Writes The


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December 29, 2005, in the afternoon, about tea time

! call my old friend Ric"ard #Richie$ %lsson, &ho has "no&n my e

preneurial spirit for a long time We e(en shared an apartment on

long time ago, &here he &as sub)ected to my &ild ideas on a daily b

ha(e this ne& idea and &ant him to be the first person to "no& abo

and gi(e me his reaction to it

#*ey, Richie, you "no& that pro)ect that &ent &ild a &hile bac"+

been thin"ing of something ! may ha(e a ne& pro)ect in the &or"

that can potentially ta"e on -uite a high profile . higher than, say, th

/irate ay $

1 hea(y sigh is heard on the other end

#What has gotten into your mind this time+$


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< A RT II L 6 I N G

T ESWARM


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C A < T E R ? N E

Un !"#$%n &n' $(! S)%"*

S *!)(!"! $ % % #!-

"!%


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S W A R M W I S E

#&$ost #n' or #ni ed r e7s #&e # tivit'. This +oo* is #+o)t th#tse ret s#) e.

A s"#r$ or #ni #tion is # de entr#&i ed, o&+or#tive effort of vo&)nteers th#t &oo*s &i*e # hier#r hi #&, tr#dition#& or #ni #tion frothe o)tside. It is +)i&t +' # s$#&& ore of %eo%&e th#t onstr) t # s #

fo&din of o7to %eo%&e, en#+&in # r e n)$+er of vo&)nteersoo%er#te on # o$$on o#& in H)#ntities of %eo%&e not %ossi+&+efore the net "#s #v#i+&e.

Wor*in "ith # s"#r$ reH)ires 'o) to do # &ot of thin s o$7%&ete&' o%%osite fro$ "h#t 'o) &e#rn #t #n #r het'%#& +)siness

s hoo&. o) need to re&e#se the ontro& of 'o)r +r#nd #nd its $es7s# es. o) need to de&e #te #)thorit' to the %oint "here #n'+od'

#n $#*e #&$ost #n' de ision for the entire or #ni #tion. o) needto # e%t #nd e$+r# e th#t %eo%&e in the or #ni #tion "i&& de8# t&' #s the' %&e#se, #nd the on&' "#' to &e#d is to ins%ire the$ to"#nt to o "here 'o) "#nt the or #ni #tion #s # "ho&e to o.

It is on&' #s 'o) re&e#se th#t ontro&, the *ind of ontro& th#t or #ni7#tions #nd $#n# ers h#ve he&d &ose to he#rt for ent)ries, th#t 'o)#n re#% the +enefits of the s"#r$9 the s#$e ost7effi ien ' #dv#n7

t# e #nd e8e )tion7s%eed #dv#nt# e # #inst the o$%etition th#t

the S"edish


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$ethods, fro$ the initi#& for$in of the s"#r$ to its ro"th #ndon oin $#inten#n e #nd de&iver'. It "i&& not te# h 'o) the )nder7&'in theor' of %s' ho&o ' #nd so io&o ' 5 $ere&' sh#re e8%eri7en es #nd $ethods th#t h#ve +een %roven to "or* in %r# ti e.

When I *i *7st#rted the s"#r$ of the S"edish


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S W A R M W I S E

The "e#* ohesion of the Anon'$o)s #nd ? )%' +r#nds #n %#r7ti#&&' +e #s ri+ed to their hoi e of +ein &e#der&ess. Whi&e t+rin s resi&ien e, #s no &e#der #n +e t#r eted +' #dvers#ries, it s# rifi es dire tion #nd %)r%ose. I-ve fo)nd th#t the t'%i #& Internet

o$$)nit' $ethods of in &)sion, "hen o$+ined "ith stron&e#dershi%, "or* $) h +etter to # hieve &o+#& h#n e th#n "or*7

in &e#der&ess&' )nder &itt&e $ore th#n # o$$on f .

I &e#rned so$e of these te hniH)es "hi&e +ein tr#ined for offi er-sr#n* in the #r$', #nd even $ore of the$ +' %#rti i%#tin in $#n'on&ine o$$)nities. )t the se ret s#) e re i%e of s"#r$ ost effi7

ien ' "#s hit on&' "hen I too* #n offi er-s tr#inin in $#int#inin

stron ro)% v#&)es, $i8ed in the net-s stron %#rti i%#tor' v#&)es#nd &o"7 ost $#ss o$$)ni #tion, #nd #dded # d#sh of $#n# e7$ent e8%erien e fro$ the dot7 o$ er# #t the t)rn of the ent)r'.

Th#t dot7 o$ er# "#s H)ite s%e i#& #s # $#n# er in the IT fie&d. If 'o)r %eo%&e didn-t &i*e "h#t 'o) s#id #t the $ornin $eetin , the'"o)&d $erri&' "#&* o)t of the +)i&din #nd h#ve # ne" o+ +efore&)n h. o)r %#' he * "#s f#r $ore re% e#+&e to the$ th#n the'ever "ere #s e$%&o'ees to 'o).


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Therefore, this e8%erien e #rries over dire t&' to "or*in "ithvo&)nteers, "here %eo%&e don-t "or* for the $one' either (#s the'#ren-t ettin #n'!. Le#dershi% #nd %ositive reinfor e$ent #re *e'.


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S W A R M W I S E

If 'o) "#nt &e#dershi% in # s"#r$, 'o) st#nd )% #nd s#',#! m goingto do , because ! thin" it &ill accomplish 3 1nybody &ho &ants tome in doing is more than &elcome $ An'+od' in the s"#r$ #nst#nd )% #nd s#' this, #nd ever'+od' is en o)r# ed to. This H)i *&'

re#tes #n infor$#& +)t tre$endo)s&' stron &e#dershi% str) t)re"here %eo%&e see* o)t ro&es th#t $#8i$i e their i$%# t in f)rther7

in the s"#r$-s o#&s 5 #&& h#%%enin or #ni #&&' "itho)t #n' entr#& %nnin #nd or #ni #tion#& h#rts.

A #)%"* ! =" * $(! =" n$ &n!#. P! !)( $%

#n h#n e the "or&d9 it r)ns ir &es #ro)nd tr#dition#& or #ni #7tions in ter$s of H)#&it' #nd H)#ntit' of "or*, #s "e&& #s in reso)r eeffi ien '.

1;


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T E SWARM IS ?


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S W A R M W I S E

@AN6 TRANS


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f#shion, #t "hi h %oint # nor$#& or #ni #tion "o)&d h#ve #%si ed5 +)t sin e ever'+od' re#din the stories "#s #+&e to o to theso)r e #nd re#d the # t)#& #nd ori in#& e8 h#n e of "ords, there"ere no r)$ors, #nd there "#s no =he s#id, she s#id.> Conf&i ts donot es #te +e'ond ontro& "hen this tr#ns%#ren ' is in % e.

?f o)rse, this doesn-t $e#n ever' dis )ssion over offee or # drin*$)st +e re orded. Th#t "o)&d re#te #n )nten#+&e "or*&o#d, #ndo)&dn-t +e enfor ed #n'"#'. )t it does $e#n th#t "or* isn-t

#%%&ied to *ee% so$e %eo%&e #"#' fro$ infor$#tion th#t is #v#i+&to other %eo%&e 5 so "hen dis )ssions #re he&d on&ine, the' re$#inre orded #nd the' re$#in re#d#+&e.

= EWARE ?F E W ? W? L6 6EN ? ACCESS T? INF?RMATI?N , F?R IN IS EART, E 6REAMS IMSELF ? R MASTER.>

. C %MM!44!% 6R / R17! 8 18

In the fe" #ses "here se rets #re *e%t, the' #re to %rote t the %ri7v# ' of %eo%&e in the s"#r$, #nd #n'+od' #n e#si&' find e8# t&'"h#t infor$#tion is *e%t se ret 5 #nd, $ore i$%ort#nt&',&hy it is*e%t se ret #nd "ho h#s the *no"&ed e of it.

1


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S W A R M W I S E

An e8#$%&e of # &e iti$#te se ret in # s"#r$ o)&d +e the identitiesof donors, in order to %rote t the donors #nd %revent onf&i ts ofinterest #s %eo%&e "o)&d ons io)s&' or s)+ ons io)s&' tr' to %&e#sthe r er donors r#ther th#n "or* to"#rd the over#&& o#& of thes"#r$. The %erson #d$inisterin the +#n* # o)nt #nd or redit

#rd re ords "o)&d *no" this, +)t "o)&d +e t#s*ed "ith *ee%in it

to hi$se&f or herse&f.

L#st +)t not &e#st, +ein f)&&' tr#ns%#rent #&&evi#tes the %ro+&etr#dition#& h#in7of7 o$$#nd str) t)res "here so$e+od' in the$idd&e $#' distort infor$#tion %#ssed )% or do"n, either on7s io)s&' or s)+ ons io)s&', in the s en#rio "here ever' &in* in the

h#in is #n infor$#tion +ott&ene *. ' $#*in #&& the infor$#tion#v#i+&e to ever'+od', no+od' "i&& h#ve the #+i&it' to distort it to%#rts of the or #ni #tion. Converse&', no+od' s%e#*s for other %eo7%&e in # s"#r$, #s ever'+od' h#s his or her o"n voi e. This %re7vents f# tion#&i #tion, #s there #ren-t #n' tr#dition#& $idd&e $#n7# ers "ho #n set their o"n o#&s th#t onf&i t "ith those of theover#&& s"#r$.


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S? ? AVE A


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S W A R M W I S E

As "e #n see, this is "here it ets # +it tr#dition#&. We $)st deter7$ine "h#t the s) ess riterion for the ide# is. Wh#t eventconsti'tutes success, #nd "h#t does it t#*e to et there/

For # ne" %o&iti #& %#rt' &i*e the S"edish


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#+o)t it #nd didn-t t#*e th#t *ind of tre#t$ent sittin do"n, thenthe


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o) need to identif' the ro)% of %eo%&e #ffe ted in # %ositivedire tion +' 'o)r %rovo #tive ide#, esti$#te the si e of th#t ro)%,#nd then $#*e #n ed) #ted )essti$#te #s to "h#t %ortion of this

ro)% $#' en # e in the s"#r$ #t the &o"est &eve& of # tiv#tion.

o"ever, re$e$+er the s #&e of the H)#ntities of %eo%&e "e-re t#&*7

in #+o)t. S"#r$s t'%i #&&' en # e h)ndreds of tho)s#nds of %eo7%&e, even $i&&ions. The'-re o%er#ted #nd oordin#ted +' so$e tho)7s#nd %eo%&e "ho ontri+)te to the s"#r$ in their s%#re ti$e, #nd$#'+e 5 )st $#'+e 5 there #re one or t"o f)&&7ti$e %eo%&e oor7din#tin the +)&* of it.

o)r s"#r$ $#' h#ve &o"er reH)ire$ents for s) ess th#n en # 7in one $i&&ion %eo%&e, of o)rse. ?n&' 'o) #n *no" th#t. )t #t&e#st, 'o) need to t#*e 'o)r +est )ess #t the n)$+ers.

This is h#rd, +e #)se +est )esses #re #&& 'o)-&& ever et. For inst#n# "o$en-s ri hts %#rt' in S"eden 5 "hi h is #&re#d' #$on the$ost ender7eH)#& o)ntries in the "or&d 5 %otenti#&&' #ffe ts # f)&&h#&f of the voter +#se. )t #n 'o) # tiv#te # r e eno) h %ortionof those %eo%&e on the ide# of f)rther eH)#&i #tion of the enders/ (It"#s tried. It t)rned o)t th#t 'o) o)&dn-t.!

B


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In ontr#st, three 'e#rs #fter )n h, in 22:, the S"edish


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S W A R M W I S E

Fin#&&', "e-&& t#*e # &oo* #t ho" 'o) )se the res)&tin s"#r$ or #7ni #tion to de&iver those r e7s #&e res)&ts th#t h#n e the "or&d"e&& #s "h#t h#%%ens "hen 'o) s) eedtoo &ell .

)t first thin s first. Let-s ret)rn to th#t %rovo #tive ide# of 'o)rs,&)r*in in the +# * of 'o)r he#d, #nd dis )ss ho" "e #n +e in

re#&i in it.

;


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anuary :, 200;, at 0 p m Central 6uropean Time

*a(ing &or"ed &ith the /irate /arty &ebsite in my a(ailable spare tim

o(er the holidays, tomorro& &ill be an ordinary &or"day, and this

3ear s Day is coming to a close ! &rap up my &or" on the site, r

anything nonfinished &ith the te?t #/laceholder,$ and ta"e it online

*a(ing ta"en the (ery rudimentary site online, ! choose to announce

carefully &ith little (isibility To test the &aters, ! go into the chat

of the file'sharing hub 1ncient 4pirit, &here ! m no&here near a reg

and &rite t&o lines=

#*ey, loo", the /irate /arty has its &ebsite up after e& 3ear s

http=@@&&& piratpartiet se@$

8oo"ing at the &eb ser(er, ! see the first &a(e of (isitors come imm

ately on my chat lines, maybe a doAen Then comes a tric"le of sec

(isitors, people alerted to my initiati(e by the first &a(e The first

tronic signatures supporting the party s formal registration come in

thirty signatures and another t&o hours, ! feel ! ha(e to be happy &itlaunch, ta"e a complete bac"up, and go to sleep for tomorro& s &or


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Things escalated -uic"ly o(ernight through &ord of mouth &ithout

being a&are of it

The ne?t day, as ! come in to &or" on anuary 2, ! don t ha(e m

hours of the &or"day morning behind me as ! read a message on a M

mailing list ! follo&= #Don t &e "no& this Ric" Bal"(inge fello& th

ne&spapers are &riting about today+$

! feel my eyes blin"ing in disbelief Wait, &hat+ #That the ne&spap

&riting about+$


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C A < T E R T W ?

L%+n,(&n' +" S)%"*

L%+n,(&n' % #)%"* %n &n$!n#! ! !n$ )(!"! + ,%n'!$ (+n "! # " $( +#%n # = n!) , !%'+!# &n !## $(%n% % . + (% ! % !" #( "$ )&n ) = " % "!,&%$&n'$(!&" &n$!"!#$ " $(! )& $%

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?n the other h#nd, # s"#r$ "i&& for$ #s &on #s 'o) %resent # o$7%e&&in eno) h ide# th#t %eo%&e fee& th#t the' #n +e %#rt of. don-t need to s%end ten $i&&ion on #n #dvertisin #$%#i n. It #n+e eno) h to $ention the ide# )st on e in %#ssin in # se$io+s )re

h#t h#nne&.

To tr#dition#& $#r*eters, this so)nds ridi )&o)s. )t th#t-s "h#t Idid to *i *7st#rt # +r#nd th#t-s no" "e&& *no"n in the IT se tor"or&d"ide #nd h#s &o #& %resen e in sevent'7%&)s o)ntries.

When I st#rted the


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And th#t-s it. Those t"o &ines #nno)n in the ro) h7&oo*in site#re #&& the #dvertisin I ever did. The ne8t t"o d#'s, the site otthree $i&&ion hits. (S"eden h#s nine $i&&ion %eo%&e.! The $edi#

#) ht on H)i *&', too. Wor&d"ide. ?n the third d#', $' %hoto"#s in #


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S W A R M W I S E

M' %oint here is, if 'o)-re thin*in h#rd #+o)t ho" to #ther #s"#r$ for 'o)r ide#9 don-t "orr' #+o)t #dvertisin .

Word of $o)th is $) h $ore effi ient th#n #n' #$%#i n #n ever+e, +)t th#t reH)ires th#t 'o)r ide# 5 or r#ther, 'o)r %resent#tion ofit 5 $eet fo)r riteri#9 t#n i+&e, redi+&e, in &)sive, #nd e%i .

T%n'& !: o) need to %ost #n o)t&ine of the o#&s 'o) intend to$eet, "hen, #nd ho".

"! & !: After h#vin %resented 'o)r d#rin o#&, 'o) need to%resent it #s tot#&&' do#+&e. on)s %oints if no+od' h#s done it

+efore.

In, +#& !: There $)st +e roo$ for %#rti i%#tion +' ever' s%e t#tor"ho finds it interestin , #nd the' need to re#&i e this on he#rin#+o)t the %ro e t.

E &,: Fin#&&', 'o) $)st set o)t to h#n e the entire "or&d for the+etter 5 or #t &e#st $#*e # $# or i$%rove$ent for # &ot of %eo%&e.

If these fo)r ste%s #re ood, then the s"#r$ "i&& for$ +' itse&f.)ite r#%id&', in the t"ent'7odd #ses I h#ve o+served firsth#nd.

7ery r#%id&'. ?n the other h#nd, if these fo)r o$%onents #re not

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ood eno) h, no #$o)nt of #dvertisin or "hite"#shin is ointo re#te the vo&)nteer # tivist %o"er th#t 'o) "#nt.

Let-s t#*e # &oo* #t s#$%&e %ro e t %ns. I-ve seen $#n' e8#$%&e#&& of these three t'%es.

A A6 E AM


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net"or*in reven)e %otenti#&. The o#& of the %ro e t is tor#ise the H)#rter&' o%er#tin %rofits +' )% to %er ent.

A ETTER E AM


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We #re oin to h#n e the "or&d for the +etter #nd $#*e iti$%ossi+&e for the stone # e %o&iti i#ns to %)t the #t +# * inthe +# . W#nt to +e on+o#rd for first st# e of si n)%s/ Si n )%

ERE (&in*!.

No", "e need to o +# * to o)r o#&s here. We "#nt to #ther tensof tho)s#nds of ener i ed # tivists #ro)nd #n ide# to h#n e the"or&d. #vin #n ide# is not eno) h the ide# #nd its %n $)stener i e %eo%&e.

So don-t "orr' #+o)t #dvertisin . Mention 'o)r ide# #nd %n in #

o)%&e of % es "here 'o)r intended # tivists "o)&d t'%i #&&' h#no)t. Th#t-s eno) h. If it-s ood, %eo%&e "i&& %i * it )% #nd t#&* their friends in t)rn. It sno"+#&&s ver' H)i *&' fro$ there. If itdoesn-t ener i e, no #dvertisin is oin to h#n e th#t.

If 'o)r ide# is ood #nd %eo%&e #n ontri+)te, h#n e the "or&d,#nd see ho" it #n +e done, then 'o) "i&& h#ve the first "#ve ofh)ndreds of vo&)nteers in &ess th#n # d#'. o) "i&& see h)ndreds of%eo%&e ho&din o)t their h#nds, %#&$s )%, to"#rd 'o) #nd s#'in ,= ere, )se $' h#nds I "#nt to +e # %#rt of this Give $e so$ethinto do > in the e&e troni h#nne&s "here 'o) #nno)n e 'o)r %res7

en e.

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The ide# doesn-t need to +e %o&ished. The i$%ort#nt thin is to %)tth#t st#*e in the ro)nd, st#rt #ttr# tin %eo%&e, #nd st#rt "or*in 'o)r "#' to the o#&. In this, too $) h effort s%ent %o&ishin theappearance of the ide# r#ther th#n its o"n $erits #n even +e o)n7ter%rod) tive, #s %eo%&e #n %er eive it #s &ossed7over or%o"hite"#sh.

This +rin s )s to the ne8t %ro+&e$9 t#*in #re of these h)ndreds of%eo%&e "hi&e the'-re sti&& interested. The' #&& "i&& t)rn to 'o), %son#&&', #nd there-s )st no "#' 'o) "i&& +e %h'si #&&' #+&e to ivthe$ #&& instr) tions on # one7to7one +#sis.

S RVIVING T E INITIAL IM


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he&% 'o) o)t on 'o)r %ro e t in their s%#re ti$e. )t their #ttentions%#n is short 'o) need to res%ond. If 'o) don-t, the'-&& shr) #nd 'o)r initi#tive "i&& "#ne o)t of $e$or' in &ess th#n t"ent'7fo)rho)rs.

In order to ret#in these h)ndreds of %eo%&e, 'o) #&so need # fo #&

%oint for their interest 5 so$ethin #s si$%&e #s # si n)% %# e or #for)$. ?f o)rse, th#t fo #& %oint needs to +e re#d' #nd f)n tion#&"hen the i$%# t of the ide# hits, or the # tivists "i&& +e &ost.

With the fo #& %oint # tive #nd the ide# )n hed, it-s s#id th#t oneof the h#rdest ste%s 'o) #n t#*e in # +)siness is oin fro$ one

%erson to t"o, #s 'o) re r)it 'o)r first e$%&o'ee. When "e-re de#&7in "ith # s"#r$, ever'thin is on # different s #&e. ere, "e ofro$ one %erson 5 'o), the fo)nder 5 to three h)ndred or $ore inthe first inst#nt.

It oes "itho)t s#'in th#t it #n +e # +it tri *', #nd 'o) h#ve #t$ost t"ent'7fo)r ho)rs to sort o)t the sit)#tion or &ose the initi#tiveto for$ # s"#r$ #ro)nd this ide#. Wh#t-s "orse, 'o) #n-t re#&&' doit 'o)rse&f. There is no "#' 'o) #n ive individ)#& #nd $e#nin f)&instr) tions to three h)ndred %eo%&e in the #ttention s%#n 'o) h#ve+een iven.

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)t the s"#r$ #n do it for 'o), if 'o) &et it. And 'o) $)st.

The s"#r$-s ver' first t#s* "i&& +e to se&f7or #ni e, #nd it e8 e&s #ts) h t#s*s. )t it is 'o) "ho $)st set the str) t)re #nd e8%&i it&'

ive the s"#r$ the t#s* to se&f7or #ni e.

This is "here tr#dition#& or #ni #tion#& theor' *i *s in to so$ede ree.

Initi#&&', 'o) "i&& +e #+&e to oordin#te #t $ost thirt' ro)%s, sore#te # dis )ssion for)$ "ith #t $ost th#t n)$+er of s)+ ro)%s.o)-&& &i*e&' "#nt to h#ve %eo%&e on streets #nd in sH)#res #$

%#i nin for the s"#r$-s #)se +efore &on , so s)+dividin 'o)rh#t h&in s"#r$ +' eo r#%h' "or*s "e&& here 5 #nd "hen s)+di7vidin , re#te #t $ost thirt' s)+divisions eo r#%hi #&&'. (Most

o)ntries h#ve #d$inistr#tive divisions into o)nties, st#tes, et .,th#t v#r' in n)$+er +et"een fifteen #nd thirt' )nits. If 'o)-re )n7nin for # E)ro%e7"ide $ove$ent, 'o) #n e#si&' o+serve th#t thesi e of the E %&)s # fe" h#n 7#ro)nd o)ntries fits the thirt'7st#te&i$it "e&&, #nd so on. The nited St#tes, "ith its fift' st#tes, "o)&d+e tri *ier, #s "o)&d North A$eri #. 0)st %i * # "#' to divide itinto #t $ost thirt' )nits.!

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o)r dis )ssion for)$ #n t#*e $#n' for$s. It #n +e # tr#dition#&"e+ for)$, it #n +e # "i*i, it #n +e #n ether%#d, it #n +e #n'*ind of o&+or#tive s%# e "here %eo%&e #n o )ninvited #nd st#rt "or*in "ith others. I %refer the tr#dition#& for)$ +e #)se ofits "e&&7re o ni ed for$.

o)-&& need to $#*e # )d $ent #&& on the #%%ro8i$#te res)&tinro)% si es, +#sed on ho" $#n' h#nds #re #t 'o)r dis%os#&. Tr' to%i * 'o)r eo r#%hi #& division so th#t the t'%i #& si e is #+o)tseven $e$+ers #nd no s)+ ro)% h#s $ore th#n thirt' $e$+ers.6on-t #nno)n e this intent, #s doin so "o)&d #)se # distr# tindis )ssion #+o)t th#t # tion9 )st re#te the s)+ ro)%s in # "#' th#t

"i&& #)se this division to h#%%en.

If 'o) h#ve $ore th#n # tho)s#nd %eo%&e #t 'o)r dis%os#& in this ini7ti#& s%sh, "hi h #n h#%%en, then thirt' s)+ ro)%s of thirt' %eo%&e# h "i&& not +e eno) h9 th#t str) t)re h#s # $#8i$)$ of32O32P:22 %eo%&e. In this r#re #se, 'o) $#' need to e8 eed thethirt'7%eo%&e7%er7 ro)% &i$it #nd h#ve #s $#n' #s 1D2 %eo%&e e#in thirt' s)+ ro)%s. This is # r#re #se, tho) h, #nd 'o) #re not&i*e&' to en o)nter this.

(The $# i n)$+ers seven, thirt', #nd 1D2 #re dee%&' inte r#ted

%#rts of the h)$#n so i#& %s' he 5 %#rt of ho" "e #re "ired. We-&&

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ret)rn to ho" %eo%&e +eh#ve in ro)%s of those si es in the ne8th#%ter.!

#vin set the initi#& str) t)re, 'o) need to te&& ever'+od' to o tothe #%%ro%ri#te s)+ ro)% #nd $eet "ith other %eo%&e "ho o there.Te&& %eo%&e to introd) e the$se&ves to one #nother, #nd to se&e t

&e#der +et"een the$ for the s)+ ro)%. At this %oint, 'o) #n s#fe&'refr#in fro$ ivin instr) tions #s to ho" th#t &e#der sho)&d +ese&e ted the s)+ ro)%s "i&& o$e )% "ith different "#'s th#t e# hh#ve &e iti$# ' in their res%e tive ro)%, #nd th#t-s #&& th#t $#tters#t this %oint.

No do)+t, so$e s)+ ro)%s "i&& "#nt to h#r e #he#d here #nd fi 7)re o)t #&& the #ns"ers to &ife, the )niverse, #nd ever'thin J +)t #tthis %oint, ettin the +#si str) t)re in % e is first %riorit',en#+&in f)rther #+sor%tion of $ore # tivists into the s"#r$. o)sho)&dnQt te&& %eo%&e "ho h#r e #he#d to ho&d #nd "#it, tho)($ore #+o)t this in ter h#%ters! )st $#*e s)re &e#ders etse&e ted.

As &e#ders et %i *ed +' the s)+ ro)%s, ont# t those &e#ders in %erson 5 #t &e#st # voi e or video #&&, %refer#+&' over +eer or offee 'o) &ive ne#r+' 5 #nd introd) e 'o)rse&f, #nd et to *no" the$

$ore %erson#&&'. o)-&& +e "or*in &ose&' "ith the$ in the ne#r

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f)t)re, so 'o)-&& "#nt to et # fee& for the$ #s %eo%&e #nd o&&e# )#nd to #&&o" the$ to et # fee& for "ho 'o) #re #s # %erson #nd o&7&e# )e.

o)-&& #&so "#nt to set )% # s)+for)$ "here these s)+ ro)% &e#ders#n dis )ss thin s +et"een the$se&ves #nd "ith 'o). M#*e s)re th#t

other %eo%&e #n re#d it. 6on-t *ee% se rets r#ther, &et ever'+od'see the on oin ro"th of 'o)r s"#r$.

This %ro ess t#*es # o)%&e of d#'s, +)t it *i *7st#rts the s"#r$ on#&& &eve&s. o) "i&& h#ve ener i ed s$#&& s)+ ro)%s of %eo%&ive re#son#+&' &ose to e# h other, #nd the' "i&& h#ve &e iti$#t

&e#ders 5 &e iti$#te to the$, #n'"#'. The thirt' &e#ders #nd 'o)for$ #n initi#& $#n# e$ent te#$ %'r#$id in the s"#r$-s s #ffo&d7in ofofficers, the s"#r$-s o7to %eo%&e. T#*en to ether, 'o)r s)+7

ro)%s for$ # o$%rehensive over# e of #&& the ro)nd 'o) intendto over.

(A o)%&e of "ee*s fro$ this %oint, 'o) "i&& re#&i e th#t 'o)-&& need#n inter$edi#te 'er of offi ers in +et"een 'o) #nd these thirt' 5 #fe" of the$ "i&& h#ve &ost interest #nd one r#dio si&ent, #nd 'o)"on-t h#ve noti ed, +e #)se thirt' %eo%&e #re too $#n' to *ee%tr# * of to th#t &eve& if the' don-t ont# t 'o). Therefore, 'o) "i&&

"#nt #n inter$edi#te 'er of five or si8 %eo%&e +et"een 'o) #nd

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these thirt' #s the s"#r$ ro"s. )t don-t "orr' #+o)t th#t #t thisst# e 5 th#t-s for the ne8t h#%ter, #nd # o)%&e of "ee*s o)t.!

T E SWARM-S FIRST TASK

As the s"#r$ or #ni es into these s)+ ro)%s +' eo r#%h', it needsto +e iven # t#s* i$$edi#te&' th#t #&&o"s it to e&& %ro%er&'. If 'o )st te&& %eo%&e to o to # for)$, the' "i&& &ose interest in # "ee* nothin $ore h#%%ens. These #re %eo%&e "ho "#nted to he&% thes"#r$ s) eed "ith the "or* of their o"n h#nds, re$e$+er/

So in order to $#*e this or #ni #tion set #nd sett&e, there needs to+e so$ethin to +e done ri ht #"#'. In the #se of the S"edish


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Wh#t this does is #)se the s"#r$ to &e#rn ho" to "or* to etherover the first fo)r "ee*s or so of its e8isten e, #s this t#s* is +ein

#rried o)t in # de entr#&i ed f#shion. o) sho)&d )%d#te the over#&&%ro ress of the o#& #t &e#st d#i&'.

A s"#r$ or #ni #tion isn-t first #nd fore$ost re%ortin &ines

+et"een +o8es on #n or h#rt. A s"#r$ or #ni #tion is %eo%&e"ho *no" other %eo%&e #nd "ho hoose to "or* to ether. There7fore, ettin %eo%&e to *no" other %eo%&e sho)&d +e #n over#r hin

o#& of 'o)r # tivities #t this %oint.

6o en o)r# e %eo%&e to $eet, #nd +e ver' &e#r th#t the' sho)&d

not $#*e it for$#&. 6o not $eet in # %roto o&i ed for$#& $eetin)nder #n' ir )$st#n e, +)t $eet inste#d over +eer, %i #, #nd) hs. Fo )s on re#tin o%%ort)nities for %eo%&e to et to *no"%eo%&e, #nd for ne" %eo%&e to fee& "e& o$ed to the ro)%.

?n e s) h $eetin s +e o$e re )r, it +e o$es even $ore i$%or7t#nt to $#*e s)re th#t ne" o$ers fee& "e& o$e. ?ne $ethod of# o$%&ishin this #n +e to st#rt ever' $eetin "ith #n introd) 7tor' ro)nd "here %eo%&e %resent the$se&ves +rief&' #&on "ithso$e %ie e of trivi#, s) h #s the test thin the' do"n&o#ded orsh#red9 = i, I-$ Ri *, fort'. I-$ $ost&' *no"n here for settin )%

#n ) &' "e+site. The $ost re ent thin I do"n&o#ded "#s #n

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+)nt) Lin)8 re&e#se.> Seein ever'+od' %resent hi$se&f or herse&fhe&%s ne" o$ers i$$ense&', #nd it %rovides for # onvenient fr#$7in for the ne" o$ers to introd) e the$se&ves, #s "e&& #s for there )rs to &e#rn the ne" o$ers- n#$es. A&so, the &o #& &e#ders "need to %#' %#rti )r #ttention to the ne" o$ers in ever' $eetin ,%erson#&&' "e& o$in the$ +# * to the ne8t $eetin .

The or #ni #tion onsists on&' of retionshi%s +et"een %eo%&e. Foever' ne" retionshi% th#t is re#ted, the or #ni #tion ro"s.

T(! "'%n& %$& n , n#$# n =

"! %$& n#(& # !$)!!n ! !.

6EALING WIT ATTENTI?N 0 NKIES

As the s"#r$ h#s its initi#& s) esses, # ver' s$#&& n)$+er of %eo%&e"i&& strive to oin not +e #)se the' s'$%#thi e "ith the s"#r$-s

o#&s, +)t +e #)se the' r#ve #nd de$#nd #ttention for the$se&ves,#nd the visi+i&it' of the s"#r$ see$s to +e #+&e to %rovide this tothe$.

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As the s"#r$ is o%en, 'o) #nnot #nd sho)&d not tr' to *ee% these%eo%&e o)t 5 +)t 'o) #n den' the$ the s%# e #nd s%ot&i hts the'

r#ve. It #n +e h#rd to dete t the$, +)t one te&&t#&e si n is th#t these%eo%&e "i&& de$#nd #ttention fro$ 'o) personally r#ther th#n tr'into +)i&d the over#&& s"#r$ "ith %eo%&e "ho #ren-t #s visi+&e 'et.

o) "i&& #&so noti e th#t the' thin* ver' $) h in ter$s of r#n* #nd

hier#r h', "here#s other %eo%&e "i&& thin* in ter$s of ettin st)ffdone #nd h#n in the "or&d.

A fe" %#rti )r&' tri *' %eo%&e "i&& "or* for the s"#r$-s o#&ver' h#rd for the first o)%&e of "ee*s, #nd then )se the +)i&t7)%

redi+i&it' to #sh in on #ttention. As this h#%%ens, the tr#ns%#ren '

of the s"#r$ is the +est on eiv#+&e #ntidote, #s s) h %eo%&e t'%i7#&&' de%end on other %eo%&e not o$%#rin the different version

of the stor' the'-re +ein to&d.

This %#rt of +)i&din # s"#r$ is inevit#+&e, it is to) h to de#& "ith,+)t 'o) #n rest #ss)red th#t #s &on #s 'o) *ee% the s"#r$ o%en#nd tr#ns%#rent, these *inds of %eo%&e "on-t +e #+&e to hi # * it fotheir o"n %erson#& visi+i&it'. The' "i&& event)#&&' f&)sh the$se&veo)t, so$eti$es in H)ite # +it of disr)%tion.

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anuary 2, 200;, in the afternoon

1fter lunch, my boss, the C6%, hands me a cordless phone #Ric

you !t s Mia,$ he says Mia+ ! thin" ! don t "no& any Mia

#Ric" Bal"(inge+ *i This is Mia Carron, &ith the 1ftonbladet ne&

per one of 4&eden s largest We understand you re the man be

ne& /irate /arty that e(erybody s tal"ing about today,$ the (oice says

My mind goes blan" 1ftonbladet+ Calling me+ E What &as it that

said, #e(erybody s tal"ing about$+ ! regain enough composure to re

can t tal" about this at &or", but ! might lea(e a little early today #

call you bac" at > p m +$ ! as"

4aid and done %n my &ay home from &or", my first inter(ie& hapta"ing me completely abac"

#1re you the party leader+$ the reporter as"s

#Fhm, ! guess so ,$ ! hear myself respond #! m not really ustitle $


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1s ! arri(e home from &or" that day, the inter(ie& has already been p

lished online in the ne&spaper 1ftonbladet, alongside an online 4i?ty'one percent of the respondents in the poll say they can see th

sel(es (oting for the /irate /arty We need G percent to succeed

fifty thousand people ha(e already responded, so it is not )ust statis

noise ! feel the rush of adrenaline sharpen my senses

The game is on


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G!$$&n' +" S)%"*/"'%n& ! : H!" &n' %$#

W(& ! $(! !==!,$& ! #)%"* , n#$# % * #$ !n$&"! =#! % #

= &n' = " $(! #)%"* > $(%$ "!C+&"!# % * "! = "*% "-'%n& %$& n. I$ &* "$%n$ $ , n#$"+,$ $( #,%==,%"!=+ % &n' %$$!n$& n $


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o) #&so need to +e #"#re th#t #n' or #ni #tion o%ies the $ethods#nd )&t)re of its fo)nder. This $e#ns th#t the s"#r$ "i&& doe8# t&' #s 'o) do, re #rd&ess of %ersistent #tte$%ts to te# h the$

ood $#nners. The on&' "#' to h#ve the s"#r$ +eh#ve "e&& is to+eh#ve "e&& 'o)rse&f. We-&& +e ret)rnin to this o+serv#tion ter ithis h#%ter.

T E T REE MAGIC GR? < SI ES

The fe" %eo%&e )%ho&din the s #ffo&din of the s"#r$ "i&& rese$+&e # tr#dition#& hier#r hi #& or #ni #tion. o"ever, it is i$%ort#ntto )nderst#nd th#t the ro&e of this s #ffo&din is not dire tin #nd

ontro&&in the $#sses, #s it "o)&d +e in # or%or#tion or other tr#7dition#& or #ni #tion. R#ther, its ro&e #nd v#&)e is insupporting theother :D %er ent of the or #ni #tion 5 the s"#r$ 5 "hi h $#*esits o"n de isions +#sed on the v#&)es 'o) o$$)ni #te #nd &oo*s to

the s #ffo&din on&' "hen #ssist#n e, s)%%ort, or reso)r es #reneeded.

Neverthe&ess, to +)i&d #n effi ient s #ffo&din , "e $)st )nderst#ndthe h)$#n %s' he "hen it o$es to o%ti$#& ro)% si es #nd or #7ni #tion#& theor'.

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It #n +e e#si&' o+served in #n' or #ni #tion th#t "or*in ro)%sr er th#n seven %eo%&e fr# $ent into t"o s$#&&er ro)%s. There#re sever#& theories #s to "h' this h#%%ens, +)t the %rev#i&in theor'h#s to do "ith the #$o)nt of effort "e need to s%end )%ho&din#nd #rin for retionshi%s "ithin # "or*in ro)%. Let-s i&&)str#te"ith #n e8#$%&e.

In # ro)% of t"o %eo%&e, there is )st one retionshi% th#t thero)% needs to #re for.

In # ro)% of three %eo%&e, there #re three retionshi%s (A to , toC, #nd A to C!.

In # ro)% of five, there #re s)dden&' 4 3 1 Pten retionshi%s.And if "e )% the ro)% si e to the riti #& seven %eo%&e, there #ret&enty'one retionshi%s +et"een %eo%&e th#t the ro)% needs to$#int#in in order to f)n tion #s # "or*in ro)%.

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As "e #n see in this $#th, the so i#& o$%&e8it' of the ro)%in re#ses $) h f#ster th#n the ro)% si e. At so$e %oint, the ro)%+e o$es ineffi ient, h#vin to s%end so $) h effort )st on oher7in the ro)% th#t it ets ver' &itt&e or no # t)#& "or* done.

When "e #dd #n ei hth $e$+er to # ro)%, the n)$+er of re

tionshi%s to $#int#in &i$+s fro$ t"ent'7one to t"ent'7ei ht. So"hi&e #ddin #n ei hth $e$+er to the ro)% #dds 14 %er ent "or*#%# it' to the ro)% o$%#red to seven %eo%&e, it #&so reH)ires thro)% to s%end 33 %er ent $ore of their o$+ined "or* #%# it'

on the t#s* of $#int#inin the ro)% itse&f, on $#int#inin t"ent'7ei ht retionshi%s inste#d of t"ent'7one. At this %oint, or so$e7

ti$es #t # ninth $e$+er, the ro)% f#&&s #%#rt.

Wh#t "e &e#rn fro$ this is th#t the s #ffo&din needs to +e on7str) ted so th#t no $ore th#n seven %eo%&e "or* &ose&' "ith one#nother in # iven ti ht onte8t.

We do this in the ssi #& "#', +' onstr) tin the s #ffo&din -sor #ni #tion#& h#rt so th#t no %erson h#s $ore th#n si8 %eo%&e"or*in "ith hi$ or her in # iven onte8t. This $e#ns th#t, for #

iven geography (&i*e #n' st#te, o)ntr', it', et .! in the or #ni #7tion#& h#rt, th#t eo r#%h' $)st s)+divide into #t $ost si8 s$#&&er

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eo r#%hies "hi h h#ve other %eo%&e res%onsi+&e for those s$#&eo r#%hies.

For no", "e #&& this t'%e of offi er # geography leader for thes"#r$. e or she o)&d +e # st#te &e#der, it' &e#der, ir )it &e#der 5#n' si e of eo r#%h' 5 +)t his or her d)ties "i&& +#si #&&' +e the

s#$e.

( o) "i&& re #&& th#t "e *i *7st#rted the s"#r$ +' s)+dividin it +'eo r#%h' #nd &ettin eo r#%h' &e#ders e$er e thro) h se&f7or #7

ni #tion.!

A&so, for ever' eo r#%h', "e "i&& %ro+#+&' h#ve fo)r function offi'cers #nd one or t"o deputies in #ddition to the eo r#%h' &e#der.(We-&& +e ret)rnin to these ter$s #nd # s#$%&e or #ni #tion#& h#ter in this h#%ter.! This, # #in, $#*es # ro)% of #t $ost seven intot#&.

So the *e' $ess# e here is th#t no eo r#%h' &e#der sho)&d h#ve$ore th#n si8 %eo%&e "or*in dire t&' "ith hi$ or her in # iven

onte8t. This $e#ns th#t "e onstr) t # n)$+er of or #ni #tion#&$ini7%'r#$ids fro$ the to% do"n in the s #ffo&din , e# h "ith (#t$ost! seven %eo%&e in it, "here e# h eo r#%h' &e#der is +oth #t the

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+otto$ of one %'r#$id #nd #t the to% of #nother, the one i$$edi7#te&' +e&o", #s sho"n in this %i t)re9

So the s$#&&est of the three $# i so i#& ro)% si es is seven.

The r est is 1D2.

There is no retionshi% +et"een these n)$+ers. The n)$+er seven#%%e#rs to o$e fro$ # %r# ti #& &i$it to the effort s%ent on $#in7t#inin # ro)%, #s %revio)s&' e8%ined. The $ore e&)sive n)$+er1D2 #%%e#rs to +e # &i$it h#rd"ired into o)r +r#ins.

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The n)$+er 1D2 #%%e#rs in tons of % es thro) h h)$#n or #ni #7tion#& histor'. It is o)rma?imum tribe siAe. In # iven onte8t, "eh#ve the #%# it' to *no" this $#n' %eo%&e +' n#$e #nd h#ve the&oosest of +onds "ith the$.

Anthro%o&o ists, &oo*in #t the si e of the neo orte8 in o)r +r#in

#nd o$%#rin it to those of other %ri$#tes #nd their tri+e si es,tend to re #rd this n)$+er #s # +io&o i #& &i$it.

This &i$it is #&so *no"n #sDunbar s umber, or theDunbar 8imit,fro$ ritish #nthro%o&o ist Ro+in 6)n+#r, "ho first "rote #+o)t it.

If 'o) #re "or*in #t # o$%#n' "hi h h#s fe"er th#n 1D2e$%&o'ees, odds #re th#t 'o) *no" the$ #&& +' n#$e 5 or #t &e#st 'o) h#ve the #%# it' to do so. e'ond th#t si e, 'o) st#rt referrinto #non'$o)s %eo%&e +' their function r#ther th#n referrin to %eo7%&e 'o) *no" +' their n#$e. o)-&& o see =so$e+od' in S)%%ort,>r#ther th#n =h#vin # t#&* "ith M#ri# or 6#ve.>

The $ost s) essf)& o$%#nies, or #ni #tions, #nd )&t)res #re*een&' #"#re of this h)$#n &i$it. To t#*e the A$ish #s one e8#$7%&e, #s their sett&e$ents #%%ro# h 1D2 in si e, the' s%&it the sett$ent into t"o. The o$%#n' Gore #nd Asso i#tes 5 $ore *no"n

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#s the $#*ers of the Gore7Te8 f#+ri 5 never %)ts $ore th#n 1D2e$%&o'ees in # sin &e %nt. There #re $#n' $ore e8#$%&es.

The effe t on +)i&din 'o)r or #ni #tion is the s#$e #s in ever'other s) essf)& or #ni #tion9 'o) need to *no" th#t ro)%s #+ove1D2 %eo%&e in si e "i&& &ose the so i#& +ondin reH)ired for

ien ' #nd, "e&&, the fun.

o"ever, 'o) %ro+#+&' "on-t h#ve #n' for$#& ro)% of this si e.R#ther, it is theinformal ro)%s th#t inevit#+&' for$ th#t 'o) needto %#' #ttention to, #nd ho" the' 5 on e the' hit this &i$it 5 #n%revent f)rther ro"th of the s"#r$.

In %#rti )r, 'o) need to %#' #ttention to the initi#& #nd hori ont#&te#$ of %eo%&e th#t "i&& #ther in # h#t h#nne& or si$ir s%%ro+#+&' tit&ed = h#t h#nne& #+o)t ever'thin reted to thes"#r$.> This or #ni #&&' for$ed ro)% "i&& h#ve # ss ei&in 1D2 %eo%&e in si e, #nd )n&ess 'o) #re #"#re of these $e h#nis$s,th#t ss ei&in "on-t +e noti ed. When this h#%%ens, f)rther ne 7ess#r' ro"th of the s"#r$ "i&& +e %revented, #s $ore %eo%&e #n-t+e so i#&&' inte r#ted into th#t initi#& h#t h#nne&.

Therefore, it is 'o)r t#s* to $#*e s)re th#t there #re so i#& s)+7

s"#r$s ever'"here th#t #n #ttr# t #nd ret#in ne" %eo%&e, #nd not

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)st one entr#&&' &o #ted h#t h#nne&. These s)+s"#r$s, too, "i&h#ve th#t so i#& $#8i$)$ si e of 1D2.

W(!n $(! #)%"* (&$# 150 ! ! + *+#$#$%"$ "!%


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f)rther ro"th of the s"#r$ #nd sho)&d +e divided into t"o, #&&o"7in for $ore ro"th9 divided into t"o ro)%s h#nd&in the north#nd so)th %#rts of the it', for e8#$%&e.

After revie"in this, "e #&so re#&i e "h' "e divided the s"#r$ +'eo r#%h' in h#%ter , #nd tried to h#ve not $ore th#n thirt'

eo r#%hies. There-s 'o), "ho fo)nded the s"#r$, #nd 'o) o$7$)ni #te dire t&' "ith the (#t $ost! thirt' eo r#%h' &e#ders.

If 'o) did this, then three to fo)r "ee*s into the s"#r$-s &ife ' &e, itis s)it#+&e to insert # 'er of offi ers +et"een 'o) #nd those thirt',so th#t 'o) o$$)ni #te dire t&' "ith five or si8 ne"&' inserted

eo r#%h' &e#ders, #nd the' in t)rn o$$)ni #te "ith five or si8e# h of the ori in#& eo r#%h' &e#ders.

So to s)$$#ri e the i$%ort#nt %#rt of this9 *ee% for$#& "or*inro)%s in the s #ffo&din to #+o)t seven %eo%&e. When sever#&ro)%s #re "or*in to ether, tr' to *ee% the si e #t or +e&o" thirt'.

Fin#&&', %#' &ose #ttention to "hen infor$#& s"#r$ ro)%s#%%ro# h 1D2 %eo%&e in si e. When th#t h#%%ens, t#*e ste%s to +the$ )% in s$#&&er s)+ ro)%s.

(I first &e#rned of the different d'n#$i s of these three ro)% si es J

seven, thirt', #nd 1D2 5 #s %#rt of $' #r$' offi er-s tr#inin in $'

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e#r&' t"enties. It is no oin iden e th#t the' orres%ond to sH)#d,%toon, #nd o$%#n' si e, res%e tive&'. Sin e then, these ro)%si es h#ve re#%%e#red in #&$ost ever' &e#dershi% tr#inin #nd $#n7# e$ent "or*sho%, in one #s%e t or #nother. More i$%ort#nt&', #&&$' e8%erien e "ith +)i&din s"#r$s onfir$s their i$%ort#n e.!

SELF7?RGANI ATI?N

A&& this t#&* #+o)t &e#ders #nd for$#& str) t)re so)nds ver'@con(en'tional, doesn-t it/ We-re +)i&din this thin #&&ed # s #ffo&din , +)it so)nds ver' $) h &i*e # tr#dition#&, hier#r hi #&, +orin or #ni #7tion. So "h#t is ne"/

The ne" %#rt is the entire s"#r$around the s #ffo&din , #nd thero&e th#t these offi ers 5 these eo r#%hi #& #nd f)n tion#& &e#d5 $)st t#*e in order to s)%%ort it.

?ne *e' insi ht is th#t the res%onsi+i&it' of the s"#r$ &e#ders is notso $) h managerial #s it is )anitorial . No+od' #ns"ers to the$, #ndtheir t#s* is to $#*e s)re th#t the s"#r$ h#s ever'thin it needs tose&f7or #ni e #nd "or* its $ir# &es.

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Re$e$+er, &e#dershi% in # s"#r$ is re eived thro) h ins%irin oth7ers9 st#ndin )%, doin "itho)t #s*in %er$ission, #nd &e#din +'e8#$%&e. In this t#s*, the v#rio)s offi ers #nd &e#ders h#ve no or #7ni #tion#& #dv#nt# e over other %eo%&e in the s"#r$9 those "hoins%ire others in # s"#r$ #)se thin s to h#%%en.


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We h#ve seen so$ethin si$ir h#%%en #&re#d', "hen the firstons) ht of # tivists h#%%ened in h#%ter #nd sever#& h)ndre%eo%&e "ere "#itin for instr) tions. o) to&d the$ to se&f7or #7ni e +' eo r#%h' #nd hoose &e#ders for the eo r#%hies. Th#t "#s# for$ of se&f7or #ni #tion, #&+eit # r)di$ent#r' one.

In # s"#r$, "or*in ro)%s "i&& for$ +' the$se&ves &eft #nd ri htto # o$%&ish s)+t#s*s of 'o)r over#&& vision, s)+t#s*s 'o) h#ven-teven identified. This is %#rt of ho" # s"#r$ "or*s #nd "h' it #n+e so effe tive.

So on e the s #ffo&din of offi ers is in % e, "ith its res%onsi+i&

to s)%%ort the s"#r$, ro)%s #nd # tivities "i&& for$ #&& over "ith7o)t #n' entr#& %nnin 5 #nd, i$%ort#nt&', "itho)t #n' entr#&

ontro&.

o)r %#ssion for the s"#r$-s $ission is oin to +e *e' in $#*inthis h#%%en. o) need to onst#nt&' sho" 'o)r %#ssion for the end

o#&, #nd those "ho see #nd %i * )% on 'o)r %#ssion "i&& see* o)tthin s the' #n do to f)rther it 5 #&& on their o"n.

o)r ro&e in this is to &e#d +' e8#$%&e.


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Another thin 'o) "i&& noti e #s the se&f7or #ni #tion st#rts to h#%7%en is th#t it doesn-t ne ess#ri&' fo&&o" eo r#%hi #& +o)nd#rieThis is f)nd#$ent#&&' ood 'o) "i&& h#ve ro)%s th#t for$ #ro)nd# o$%&ishin s%e ifi t#s*s th#t #re eo r#%hi #&&' )n+o)nd,"e&& #s ro)%s th#t for$ #ro)nd t#s*s th#t #re +o)nd to # s%e ifi#re# +' n#t)re. The t#s* of %rod) in # %ress enter isn-t tied to #

it', +)t the t#s* of h#ndin o)t f&'ers is. When %eo%&e se&f7or #7ni e, this is t#*en #re of +' itse&f.

?RG C ARTS AN6 ?RGANIC GR?WT

There #re three *e' on e%ts the s"#r$ or #ni #tion is o%ti$i edfor9speed , trust , #ndscalability. When +)i&din the S"edish


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o"n. We "o)&d est#+&ish this $#nd#te +' ver' &e#r&' o$$)ni #t7in th#t different %eo%&e drive the s"#r$-s o#&s in different "#'s,#nd th#t "e #&& tr)st one #nother to do "h#t he or she +e&ieves is+est, even if "e don-t )nderst#nd it o)rse&ves. The three7# tivistr)&e, "hi h "e "i&& dis )ss short&', is # ver' effi ient "#' to # hievethis.

We #n o%ti$i e forscalability +' onstr) tin the entire s #ffo&d7in #t its finished si e #t the s"#r$-s et7 o, %rovidin s%# e in theor #ni #tion#& h#rt for ever'one fro$ eo r#%h' &e#ders do"n tothe nei h+orhood &eve&. o"ever, "e "o)&d &e#ve )%"#rds of ::%er ent of the ro&es in the s #ffo&din e$%t' for no" 5 +e&o" the

ori in#& thirt' eo r#%h' &e#ders, nothin h#s +een #%%ointed 'et,des%ite )s h#vin #nother si8 or seven 'ers of e$%t' +o8es in thes #ffo&din -s or #ni #tion#& h#rt. This $e#ns th#t these eo r#%h&e#ders #n #nd "i&& ro" the or #ni #tion do"n"#rd #s # tivistsvo&)nteer to +e o$e ne" eo r#%h' &e#ders #t &o"er &eve&s in thes #ffo&din . Then, those &e#ders "i&& ro" the or #ni #tion in t)rn,#nd so on.

A #)%"* $&*& !# = " # !! $"+#$ %n#,% % & &$ .

BD


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The first ti$e 'o) noti e th#t so$e+od' 'o)-ve never he#rd of h#s+een #%%ointed to for$#& res%onsi+i&it', it fee&s &i*e $# i , #nd sho"s th#t the s #&in 7o)t is "or*in .

A s"#r$ ro"s +' %eo%&e "ho #re t#&*in to %eo%&e #t the individ7)#& # tivist &eve&. o) don-t h#ve the &)8)r' of %)ttin o)t #ds, +)t

'o)r %#ssion #nd desire to h#n e the "or&d for the +etter (#&on"ith # o$%&ete deni#& of "h#t other %eo%&e "o)&d #&& the i$%os+i&it' of the t#s*! $#*e %eo%&e t#&* #$on one #nother. This is ho" 'o)r s"#r$ ro"s9 one onvers#tion #t # ti$e, one %erson #t # ti$e.

This is ho" the S"edish


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re r)itin +#se for the ne8t "#ve of # tivists. We-&& dis )ss this $orein h#%ter ;, #s "e &oo* #t the 1cti(ation 8adder .!

So &et-s t#*e # &oo* #t "h#t offi ers "o)&d t'%i #&&' +e needed tos)%%ort # s"#r$. In other "ords, &et-s &oo* #t # te$%te or #ni #7tion#& h#rt.

Let-s t#*e # t'%i #& eo r#%h' #s #n e8#$%&e. It o)&d +e # o)nt', io)&d +e # it', it o)&d +e # st#te, doesn-t $#tter. Fro$ the e8%eri7

en e "ith the S"edish


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=IF ? FEEL ? NEE6 T? TAKE A REAK FR?M ACTIVISM, T AT IS ALWA S T E RIG T T ING T? 6? . IT-S ALWA S ETTER T? GET RESTE6 AN6 C?ME ACK T AN T? RN ? T AN6 GET ITTER.T ERE WILL ALWA S E S?MET ING T? 6? W EN

? C?ME ACK9 ? 6?N -T AVE T? W?RR A ? T T E W?RL6 R NNING ? T ?F EVIL W ILE ? -RE AWA .>

. C *R!4T!1 6 H4TRIM ,M 6M 6R %B 6FR%/61 / 1R8!1M6 T

?ver #nd #+ove this, dr#"in fro$ e8%erien e, if desi nin #n# tivist s"#r$ tod#', I "o)&d h#ve fo)r function leaders #t ever'

eo r#%h' in #ddition to the over#&& &e#ders9 one f)n tion &e#dee# h for


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The %erson res%onsi+&e for/R@media "o)&d +e res%onsi+&e forinter# tions "ith o&d$edi# (ne"s%#%ers, te&evision, r#dio, et .! #t hisor her %#rti )r eo r#%h'. Th#t in &)des sendin %ress re&e#se$#*in s)re %ress *its "ith infor$#tion #re #v#i+&e, #nd otherthin s reted to servin o&d$edi# "ith infor$#tion #+o)t the

s"#r$ #nd its # tivities. (We-&& +e ret)rnin to e8# t&' "h#t this isin h#%ter :.!

The acti(ism leader "o)&d not &e#d # tivis$ #s s) h, +)t r#ther s)%7%ort it (#s is the #se "ith #&& of these ro&es!. Whenever # tivistsde ide s"#r$"ise th#t the' "#nt to st# e # r#&&', h#nd o)t f&'ers,%)t )% %osters, or do so$e other for$ of visi+&e # tivis$, this is the

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%erson res%onsi+&e for the %r# ti #& det#i&s, s) h #s


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the de7f# to ro&e of fi8in #&& the %r# ti #& st)ff for r#&&ies, for %&e, #nd ever'+od' #&re#d' *no"s th#t th#t %erson is the one to #&&to et the


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D n $ ! %="%& = !* $ !# &n $(! "',(%"$.

So do not +e #fr#id of e$%t' +o8es in the or #ni #tion#& h#rt.The' %rovide o%%ort)nit' for so$e+od' to ste% )% to the %teinfor$#&&', #t "hi h %oint the h#rt #n +e )%d#ted to ref&e t re#&it'It #n he&% to thin* of the or #ni #tion#& h#rt #s the $#% r#therth#n the terr#in 5 "hen there-s # onf&i t +et"een the t"o, the ter7r#in "ins ever' ti$e. The or #ni #tion#& h#rt is #n esti$#te, #t+est, of "h#t the or #ni #tion # t)#&&' &oo*s &i*e.

(This does not #%%&' to $i&it#r' $#%s. When those h#ve $is%rints,the $i&it#r' $odifies the terr#in to $#t h the %rinted $#%, "hi hh#%%ened #t &e#st on e d)rin $' #r$' ter$.!

MEETINGS AS EART EATS

In # t'%i #& offi e settin , %eo%&e *ee% in to) h #+o)t d#'7to7d#'o%er#tions in H)ite n#t)r#& "#'s 5 +' +)$%in into e# h other inthe orridor, over offee, +)t #&so in for$#& $eetin s. When "or*7in "ith # s"#r$, #&$ost #&& of the oo%er#tion h#%%ens over # dis7


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t#n e 5 so 'o) $)st find "#'s to o$%ens#te for the * of e'eont# t #nd s)+t&e +od' n )# e th#t other"ise *ee% # te#$ e&&ed.

?ne of the e#siest "#'s to do this is to h#ve re )r $eetin s overthe %hone or over # h#t &ine "here 'o) )st s'n hroni e "h#t-s

oin on #nd "here %eo%&e #re "ith their res%e tive "or* ite$s

((olunteered "or* ite$s! to $#*e th#t h#%%en. The %)r%ose isn-t for 'o) to he * )% on "h#t-s oin on 5 the %)r%ose is for ever'+od'to *no" the st#te of the "ho&e.

These $eetin s sho)&d +e &i$ited to seven %eo%&e if on the %hone,or thirt' %eo%&e if in # h#t h#nne&. ?ther"ise, the' #n H)i *&'

t)rn into noise. o) sho)&d h#ve s) h re )r he#rt+e#t $eetin son e # "ee* or on e ever' other "ee* "ith the %eo%&e &osest to 'o) in the s"#r$-s s #ffo&din , #nd those %eo%&e in t)rn sho)&d ide7#&&' h#ve he#rt+e#t $eetin s "ith their ne#rest re" #s "e&&.

So$e s"#r$s or s)+s"#r$s h#ve %referred %h'si #& $eetin s. Whi&e s) h $eetin s %rovide for # &ot hi her +#nd"idth #nd o%%or7t)nities to s'n )%, %revent onf&i ts, #nd +r#instor$ ide#s, theirti$in #nd &o #tion #n #&so serve to &o * o)t # tivists fro$ en # 7in in the s"#r$ 5 often in#dvertent&'. For e8#$%&e, if 'o) h#ve #s)+s"#r$ in # it' th#t $eets ever' S)nd#' #fternoon, 'o) #n et

&ots of st)dents en # ed in the s"#r$ 5 +)t the hoi e of S)nd#'

3


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#fternoons "i&& $#*e s)re th#t no "or*in %#rents "i&& ever sho")% to the $eetin , #s this is %ri$e f#$i&' ti$e. S) h f# tors need to+e onsidered, #nd it is e#s' to +e +&ind to &i$it#tions o)tside of 'o)r o"n de$o r#%hi th#t %revent %eo%&e in # ert#in st# e of &ifefro$ #ttendin .

?n e $ethod I )sed to $#*e it e#sier for %eo%&e to #ttend the %#rt'$#n# e$ent $eetin s "hen I "#s %#rt' &e#der "#s to &i$it the$eetin to # stri t ti$e fr#$e. We "o)&d st#rt the $eetin #t ;%.$. on T)esd#'s, #nd the $eetin "o)&d end #t : %.$., no $#tter"hether ever'+od' tho) ht "e "ere finished or not. Th#t $#des)re th#t t"o thin s h#%%ened9 it &et %eo%&e *no" th#t the' o)&d

%n thin s "ith their f#$i&' #fter : %.$. on T)esd#' evenin s, #ndit for ed %eo%&e to #ddress the i$%ort#nt thin s first, #s the $eetin

)toff "o)&d h#%%en "hether the' "ere done or not.

In short, the si$%&e r)&e of h#vin # h#rd $eetin )toff ti$e $#des)re th#t %eo%&e (in &)din $e! didn-t "#ste other %eo%&e-s ti$e.

MEETINGS G?NE ?VER ?AR6

S%e#*in of "#stin other %eo%&e-s ti$e, so$e # tivists "i&& tend tot#*e $eetin s # &itt&e too serio)s&'. It is i$%ort#nt th#t 'o) $#int#in

4


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$eetin s #s # ne ess#r' evi&, +e #)se %eo%&e "ho #re e# er to +e %#rof the s"#r$ #n e#si&' see $eetin s #sthe purpose of the s&arm 5the' "i&& tend to see $eetin s #s&or" itself , r#ther th#n the shortti$e fr#$e "here 'o) re%ort #nd s'n hroni e the # t)#& "or* th#t 'o) do +et"een the $eetin s.

)re#) r# ' #nd #d$inistr#tion "i&& ver' e#si&' s"e&& to +e o$ese&f7 )stif'in , even in # s"#r$ of # tivists. 6o not &et this h#%%en.Kee% re$indin %eo%&e th#t $eetin s #re there for the %)r%ose ofs'n hroni in the "or* done to #dv#n e the e8tern#& %)r%ose of thes"#r$, #nd th#t ever' $in)te s%ent "ith e# h other is # $in)te nots%ent h#n in the "or&d.

T E REA CRAC IS E


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A C LT RE ?F LEA6ERS I< AN6 TR ST

As the s"#r$-s fo)nder, 'o) $)st +e #"#re of the h)$#n %s' ho&7o ' of &e#dershi%.


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?n the f&i% side of th#t oin, )nderst#ndin , %#tien e, o&&e i#&i#nd %#ssion #re v#&)es th#t 'o) "#nt to sho". e #"#re of 'o)ro"n $ood, #nd *no" th#t the s"#r$ o%ies 'o) 5 "hether 'o)#re +eh#vin in "#'s th#t set the s"#r$ )% for &on 7ter$ s) ess or

#t#stro%hi infi htin , the s"#r$ o%ies 'o)r +eh#vior in $oredet#i& th#n 'o) #n noti e ons io)s&'.

?ne v#&)e th#t 'o) $)st #+so&)te&' o$$)ni #te for the s"#r$ to"or* is trust . o) need to tr)st in %eo%&e in the s"#r$ to f)rtherthe s"#r$-s o#&s, even if the' hoose # different "#' of doin soth#n 'o) "o)&d h#ve hosen, #nd even if 'o) #n-t see ho" it o)&d%ossi+&' "or*.

o) #&so need to o$$)ni #te th#t ever'+od' $)st tr)st e# h otherin this re #rd. Le#din +' doin is ne ess#r' here, +)t not s)ffi ient 'o) need to %eriodi #&&' re%e#t th#t one of the ore v#&)es of thes"#r$ is th#t "e tr)st e# h other to "or* for the s"#r$ in the "#'sth#t "e #n do so #s individ)#&s.

It t)rns o)t th#t one thin th#t $#*es s"#r$s so o)tst#ndin in effi7ien ' is theirdi(ersity.


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In the S"edish


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In the five 'e#rs I &ed the S"edish #nd ive the$ the *e's to the #st&e, $#n' #re so over7

"he&$ed +' the tr)st th#t the' don-t hesit#te # se ond to # e%t th#t$#nt&e of res%onsi+i&it'.

It-s #&so i$%ort#nt th#t this "#s on&' # $e h#nis$ for se&f7e$%o"7er$ent, #nd never # $e h#nis$ th#t #&&o"ed three # tivists to te&&so$e+od' e&se "h#t to do or not do.

As # fin#& note on tr)st, the %#rt #+o)t tr)stin %eo%&e to # t for the+est interest of the s"#r$ is r) i#&. This $e#ns th#t there is never #+$e #$e if so$ethin oes "ron , the s"#r$ de#&s "ith it #fterthe f# t #nd never s%ends ti$e "orr'in in #dv#n e #+o)t "h#t$i ht o "ron .

If so$ethin doesn-t o #s intended, the s"#r$ &e#rns fro$ it #nd$oves on. ?n the other h#nd, if so$ethin is "i&d&' s) essf)&, it

ets o%ied #nd re$i8ed # ross the s"#r$ "ith ne" v#ri#nts to eteven +etter. This h#%%ens or #ni #&&', "itho)t 'o) needin to

interfere, #s &on #s # tivists #n %)+&ish their s) esses.

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In the ne8t h#%ter, "e-&& t#*e # &oser &oo* #t ho" # tivists of ths"#r$ inter# t "ith the o)tside "or&d, &e#rn fro$ $ist#*es, #ndre$i8 the s) esses to evo&ve #nd i$%rove.

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May >:, 200;, at about :=:5 p m

With my brutal but effecti(e inter(ie&ing methods being a scary mi

famous and infamous, ! ha(e been doing contract headhunting fo

e?ecuti(e position all morning, and ! am on the last leg on my &ay h

&hen my cell phone rings The display says #/eter /iratebay$ and s

/eter s famous face ! hit the green #ta"e call$ button

#*ey, /eter, good to hear from you, &hat s up+$ We e?change pl

antries for maybe t&o minutes, until he interrupts the pleasant tone

#4omething has happened that you should probably "no& about

police raided the /irate ay this morning $

! realiAe immediately that this re-uires me to mobiliAe e(ery branch

and leaf of the organiAation 1s ! arri(e bac" at the office in my homimmediately send red'alert te?ts to the phones of all officers and (o

teers in the /irate /arty, and tell the people in the general chat, #We n

a press release on this !t needs to be out &ithin an hour $


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1bout an hour later, amid people calling me frantically to chec" if

te?t is true, &e get the press release out 1t that point, tele(ision stastart calling me for the first time !n a fe& hours, &e follo& up

another press release &ith the facts &e ha(e learned in the meantime

The raid had been a (iolation of rights on pretty much e(ery concei(

le(el, &hich the establishment )ust ran o(er li"e a steamroller Whesystem &as threatened, rights, shmights

That night, ! do my first T7 ne&s appearance, and ! get on the morn

ne&s the ne?t day, too !n the follo&ing &ee", my face is on tele

e(ery hour on the hour across pretty much all channels The /irate /triples its member base /eople are outraged

!n fury, people decide to o(erload the police &eb ser(ers, ma"ing

unreachable %nline ne&spapers hold polls on &hether people th

police or the /irate ay &ill come bac" online first The /irate ay &the poll by a landslide

Three days after the raid, on une >, ! gi(e my first &idely accla

speech, # othing e& Fnder the 4un,$ in a protest rally at the same

as the /irate ay comes bac" online 1t the rally, people highlight


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the go(ernment is &ay behind technologically, holding banners s

#Hi(e us bac" our ser(ers, or &e ll ta"e your fa? machine $


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n$" $(! & n+$ N! !" $(! M!##%'!

P! ! # ="&!n # %"! !$$!" *%"

o$e #s # s)r%rise to so$e, "ho "o)&d +e&ieve #nd $#'+e even

insist th#t # s"#r$ $)st +e &e#der&ess #nd f)&&' or #ni .

I do not +e&ieve in &e#der&ess or #ni #tions. We #n o+serve #ro)nd)s th#t h#n e h#%%ens "henever %eo%&e #re #&&o"ed to ins%ire e#other to re#tness. This is &e#dershi%. This is even &e#dershi% +' itsver' definition.

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In ontr#st, if 'o) h#ve # r e #sse$+&' of %eo%&e "ho #re for ed to# ree on ever' $ove$ent +efore doin #n'thin , in &)din the$e h#nis$ for "h#t onstit)tes s) h # ree$ent, then 'o) r#re&'# hieve #n'thin #t #&&.

Therefore, #s 'o) +)i&d # s"#r$, it is i$%er#tive th#t ever'+od' is

e$%o"ered to # t in the s"#r$ )st on the +#sis of "h#t he or she+e&ieves "i&& f)rther its o#&s 5 +)t no one is #&&o"ed to e$%o"erhi$se&f or herse&f to restri t others, neither on his or her o"n northro) h s)%erior n)$+ers.

This on e%t 5 th#t %eo%&e #re #&&o"ed, en o)r# ed, #nd e8%e t

to #ss)$e s%e#*in #nd # tin %o"er for the$se&ves in the s"#r$-sn#$e, +)t never the *ind of %o"er th#t &i$its others- ri ht to do thes#$e thin 5 is # h#rd thin to r#s% for $#n'. We h#ve +een so

onsistent&' onditioned to re #rd %o"er #s %o"er, re #rd&ess"hether it is over o)r o"n # tions or over those of others, th#t this

r) i#& distin tion $)st +e # tive&' e8%ined9 there is # differen+et"een the #+i&it' to e$%o"er 'o)rse&f to %erfor$ #n # tion #ndthe #+i&it' to restri t others fro$ %erfor$in th#t # tion. In thes"#r$, %eo%&e h#ve the for$er #+i&it', +)t not the tter. We "i&&ret)rn to e8%&ore this $e h#nis$ in $ore det#i& in h#%ter B, #s "edis )ss ho" to re#te # sense of in &)sion #nd * of fe#r #s "e

sh#%e the ener#& $otiv#tions #nd intern#& )&t)re of the s"#r$.

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As # res)&t of this f#r7re# hin $#nd#te, so$e+od' "ho +e&ieves thes"#r$ sho)&d t#*e # ert#in # tion to f)rther its o#&s need on&'st#rt doin it. If others # ree th#t the # tion is +enefi i#&, then the'"i&& oin in on th#t o)rse of # tion.

The *e' re#sons the s"#r$ sho)&d not +e &e#der&ess #re t"o. o)

"i&& noti e th#t I refer to =its o#&s.> Those o$e fro$ 'o), thes"#r$-s fo)nder. If the s"#r$ "ere #&&o"ed to st#rt dis )ssin its%)r%ose in &ife, then it "o)&d i$$edi#te&' &ose its %o"er to #ttr# tne" %eo%&e 5 "ho, #fter #&&, fee& #ttr# ted to the s"#r$ in order to# o$%&ish # s%e ifi o#&, #nd not o)t of so$e ener#& *ind osense of so i#& ohesion. If the o#& is v# )e or even )nder dis )s7

sion, the s"#r$ "i&& not #ttr# t %eo%&e 5 +e #)se the' "o)&dn-t seethe s"#r$ #s # redi+&e or effe tive vehi &e for re#&i in their o#&After #&&, the o#& of the s"#r$ is )n ert#in #nd )n &e#r if it is )nderdis )ssion, so "h#t o#& "o)&d "e +e t#&*in #+o)t in the first% e/

The se ond re#son the s"#r$ sho)&d not +e &e#der&ess is these ver'$e h#nis$s, the s"#r$-s )&t)re of #&&o"in %eo%&e to # t. Thesev#&)es "i&& +e *e' to the s"#r$-s s) ess, #nd those v#&)es #re set#nd est#+&ished +' 'o) #s its fo)nder. If the s"#r$ st#rts dis )ssinits $ethods of onf&i t reso&)tion, %)ttin the s"#r$ in # st#te

"here there is no &on er #n' $e#ns to even # ree "hether %eo%&e

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h#ve #rrived #t #n # ree$ent, then the ne ess#r' # tivis$ for theend o#& "i&& s ree h to # h#&t.

Therefore, I +e&ieve th#t &e#der&ess s"#r$s #re not #%#+&e of de&erin # t#n i+&e h#n e in the "or&d #t the end of the d#'. The s #f7fo&din , the )&t)re, #nd the o#&s of the s"#r$ need to e$#n#te

fro$ # fo)nder. In # or%or#te settin , "e "o)&d #&& this =$ission#nd v#&)es.>

Th#t s#id, I #&so +e&ieve in o$%etition +et"een $#n' over%%ins"#r$s, so th#t # tivists #n f&o#t in #nd o)t of or #ni #tions, net7"or*s, #nd s"#r$s th#t +est $#t h the h#n e the' "#nt to see in

the "or&d. ?ne s"#r$ fi htin for # o#& does not %re &)de $ores"#r$s doin the s#$e, +)t %erh#%s "ith # s&i ht&' different set of%#r#$eters fro$ # different fo)nder. This is f)nd#$ent#&&' ood forthe end #)se.

So the s)$ of this &itt&e intros%e tive ref&e tion #t the st#rt of theh#%ter is th#t the vision of the s"#r$-s end o#& o$es, #nd $)sto$e, fro$ 'o) 5 its fo)nder. o"ever, #s "e sh#&& see, this

doesn-t $e#n th#t 'o) #n ontro& the $ess# e +ein to&d to ever'sin &e +ein , or th#t 'o) sho)&d even tr' to do so. R#ther, 'o)sho)&d en o)r# e the o%%osite.

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? 6? T E VISI?N, T E SWARM 6?ES T ETALKING

Tr#dition#& $#r*etin s#'s th#t # $ess# e needs to st#' onst#nt to%enetr#te. M' e8%erien e s#'s th#t-s not ver' effe tive "hen o$7%#red to s"#r$ te hniH)es.

It $#' ert#in&' +e tr)e th#t 'o) #n inf&)en e ro)tine +)'in %#t7terns or even ro)tine votin %#tterns "ith si$%&eton $ess# es of theone7si e7fits7#&& t'%e. )t if 'o) "#nt ener i ed # tivists, %eo%&e"ho "#&* #n e8tr# $i&e to $#*e # differen e, then it-s # different+#&& #$e entire&'.

o) don-t "#nt # ro)tine %#ttern "hen 'o)-re &oo*in for # tivists.o) "#nt %eo%&e "ho #re %#ssion#te, "ho fee& &i*e *in s or H)eens

of the "or&d, #nd "ho #n-t "#it to $#*e # differen e "ith their+#re h#nds.

Tr' to do th#t "ith entr#&&' desi ned TV #ds. o) #n-t. No $#t7ter ho" $#n' $i&&ions 'o) s%end on #n #d, it #nnot +e done. (Thisdisre #rds the f# t th#t s"#r$s for$ in #sh7str#%%ed environ$entsin the first % e.!

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=AMAN 6?ES N?T AVE IMSELF KILLE6 F?R A ALF7


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This so)nds o+vio)s in hindsi ht. It h#s +een )sed in so$e &e # '%rod) t $#r*etin , &i*e th#t of T)%%er"#re-s %sti ont#iners, +)tnever on #n Internet s #&e #nd ti$e. So$e %o&iti #& #$%#i ns tr' tot#i&or their $ess# es to de$o r#%hi s, +)t h#ve to #+ide +' ener#&de$o r#%hi )esses r#ther th#n # t)#& so i#& %resen e.

Let $e ive # t#n i+&e e8#$%&e. When I s%e#* #+o)t the o%%ort)ni7ties #sso i#ted "ith the o+so&es en e of the o%'ri ht ind)str', I #ndo so in $#n' different n )# es. If I "ere to s%e#* #+o)t this+efore # &i+er#& entre%rene)r ro"d, I "o)&d s#' so$ethin &i*e this9

#There is tremendous opportunity in the cutting of this lin" from

(alue chain The copyright industry intermediaries no longer add (athe end product or ser(ice, and so, in a functioning mar"et, they are gto die by themsel(es There is a problem here, as their statutory mon pre(ents that Therefore, &e must assist in this cutoff, as remo(al ofo(erhead allo&s for gro&th of the o(erall mar"et, future opportunitiethe artist entrepreneurs, and for ne& )obs that ta"e the place of the lete ones $

o"ever, s%e#*in to d#r*7red o$$)nist ro)%s th#t e&e+r#tethe Red Ar$' F# tion #s heroes, I "o)&d hoose # different n7

)# e9

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#! thin" it is glorious that the cultural &or"ers ha(e finally assumed trol o(er their means of production, and that &e finally ha(e the abilithro& off the middlemen parasite capitalists &ho ha(e been profitindecades off of the &or"ers hard labor We should help our brothesisters to ma"e this transition happen, and help them turn the captumiddlemen profits into ne& )obs for our culture $

F# t)#&&', these t"o st#te$ents #re o$%&ete&' identi #&. I #$ s#'inthe e?act same thing. )t one "ordin "o)&d not "or* for the other

ro)% 'o) "o)&d et thro"n o)t of the roo$, #nd #n' )riosit'#+o)t 'o)r s"#r$ "o)&d +e dis #rded for ood.

Gr#nted, these t"o settin s #re e8tre$e ontr#sts to $#*e # %oint.)t even # s)+t&e si n of not +e&on in #n +e eno) h to et 'o)r

ide# #nd vision dis #rded in # onvers#tion.

This is "h' 'o) need the # tivists 5 tho)s#nds of the$ 5 to tr#ns7te 'o)r vision into #s $#n' different so i#& onte8ts #s 'o) h#ve# tivists. ?n&' then "i&& 'o) +e #+&e to e&e trif' their friends "ith 'o)r vision, #s th#t vision is d in the n )# e of their res%e tiveso i#& onte8ts.

6on-t thin* 'o) #n do this 'o)rse&f for ever' settin . o) #n-t

$#ster ever' n)#n e of n )# e #nd so i#& ode. No+od' #n. I

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$#' +e #+&e to s"it h n )# es r)di$ent#ri&' fro$ 'e#rs of tr#in7in in different settin s, +)t I #n-t e#si&' h#n e #%%e#r#n e. If I#rrive in # s)it #t # &o #tion "here I #$ to ive # %resent#tion, #ndthe %eo%&e there t)rn o)t to +e id7+# * hi%%ie t'%es, then th#t-s itNo "ord I s#' #fter th#t #n h#n e their %er e%tion of $e.

It is #&so i$%ort#nt, #nd i$%er#tive, th#t 'o)r # tivists not on&' #reen o)r# ed to tr#nste 'o)r vision, +)t #&so tointerpret and apply itto s%e ifi s en#rios. In # %o&iti #& s"#r$, for e8#$%&e, th#t $e#nthe' need to +e #+&e to tr#nste ener#& %rin i%&es into s%e ifi i ' on the f&', #nd e8%ress it in #%%ro%ri#te n )# e for the onte85 #&"#'s "itho)t #s*in %er$ission. The %revio)s&' $entioned

three7# tivist r)&e #n #%%&' here, or 'o) #n e$%o"er ever'+od'individ)#&&' str#i ht off the +#t. When this st#rts to h#%%en "itho)t#n' entr#& %nnin #nd ontro&, the s"#r$ st#rts to re#&&' f&'.

There "i&& +e %eo%&e in the s"#r$ "ho o+ e t to others- inter%ret#7tions of the vision #nd ener#& %rin i%&es, of o)rse. This +rin s )s+# * to the distin tion +et"een e$%o"er$ent of the # tivist se&fvers)s the %o"er to r# * do"n on the "or* of others. The o&denr)&e of the net s%rin s to &ife9#!f you see something you don t li"e, con'tribute &ith something you do li"e $

This r)&e is #+so&)te&' %#r#$o)nt, #nd it is 'o) "ho $)st enfor e it.

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En= ",! $(! "&n,& ! = ?I= + #!!# *!$(&n' + n $ &

This is so i$%ort#nt 5 the s"#r$ &ives or dies "ith this 5 th#t itdeserves re%etition9

When %eo%&e in the s"#r$ et riti i ed +' the %)+&i #nd +'inf&)enti#& %eo%&e, th#t is # si n 'o)-re on the ri ht tr# *. This is notso$ethin to fe#r, this is so$ethin to e&e+r#te, #nd ever'+od' inthe s"#r$ $)st *no" this.


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s"#r$ re"#rd other %eo%&e for t#*in ris*s, even "hen thin s o+#d (or )st don-t %rod) e the e8%e ted res)&ts!. If %eo%&e see so$ethin the' don-t &i*e, the r)&e $)st +e th#t their res%onse is to on7tri+)te the$se&ves "ith so$ethin the' do &i*e.

In ontr#st, if, o)t of fe#r for +ein riti i ed +' the %)+&i , %eo%&

st#rt r# *in do"n on one #nother "hen the' t#*e initi#tives, #+# *se#t driver )&t)re "i&& e$er e th#t %)nishes the # tivists "hot#*e ris*s #nd do thin s the' +e&ieve in. If # +# *se#t driver )&t)ree$er es, ris* t#*in #nd initi#tives don-t h#%%en, +e #)se # tivists+e o$e she&&7sho *ed fro$ onst#nt %eer riti is$ "henever the'tr' so$ethin . If this %#ttern deve&o%s,the s&arm dies.

o) need to e&e+r#te ever' ti$e so$e+od' does so$ethin 'o)fee& oes in the ri ht dire tion #nd th#t initi#tive is riti i ed +'so$e+od' inf&)enti#& o)tside the s"#r$. =We&& done,> 'o) need tos#' visi+&'. =These inf&)enti#& %eo%&e s#' "e-re $orons. o)-redoin so$ethin ri ht.> Le#d +' e8#$%&e #nd te# h others to e&e7+r#te "hen this h#%%ens.

We-&& t#&* $ore #+o)t th#t in h#%ter :9 if 'o)-re not $#*in #n'7+od' o)tside the s"#r$ #n r' #t #&&, 'o)-re %ro+#+&' doin thin sthe "ron "#', #nd +efore %eo%&e o)tside the s"#r$ et #n r',

the' "i&& #&"#'s tr' ridi )&in those # tivists in the s"#r$ "ho

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thre#ten their inf&)en e. If so$e+od' s#'s 'o)-re #&& $orons #nd&o"ns, th#t-s # si n 'o)-re on the ri ht tr# *. If the' et #n r' "ith

'o), th#t-s even +etter.

This doesn-t $e#n 'o) #n-t &isten to feed+# * #nd &e#rn fro$ it.)t it sho)&d never, ever, +e fe#red. This is %#r#$o)nt.

EL< T E SWARM REMI T E MESSAGE

The %revio)s h#%ter dis )ssed the verti #& o$$)ni #tion in thes"#r$. The hori ont#& o$$)ni #tion is even $ore i$%ort#nt tothe s"#r$-s s) ess.

A tivists $)st h#ve the #+i&it' to ins%ire #nd &e#rn fro$ one #nother"itho)t 'o) #s # +ott&ene * in +et"een the$. The' need to +e in

ontro& of the $ess# e, #s tr#nsted fro$ 'o)r vision.

Wh#t 'o) need to %rovide for the s"#r$ is so$e *ind of "or* #re#"here the # tivists #n sh#re "or* fi&es "ith one #nother9 %osters,f&'ers, +&o 'o)ts, #t h' s&o #ns, #$%#i n the$es, #n'thinreted to s%re#din 'o)r ide#s #nd vision. A&so, the' $)st h#ve the#+i&it' to o$$ent on #nd dis )ss these "or* fi&es +et"een the$.

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When 'o) do, 'o) "i&& +e #$# ed #t the sheer +ri&&i#n e $#n' "i&&sho" in tr#nstin 'o)r vision into "ords #nd i$# es. Not #&& the%osters #nd f&'ers "i&& +e re#t, of o)rse, +)t those th#t #re "i&& +)sed in # &ot $ore % es #nd sit)#tions th#n the one the' "ere ori 7in#&&' $#de for. A&& "itho)t 'o) interferin .

Wh#t-s $ore, the s"#r$ "i&& re$i8 its o"n %osters #nd f&'ers #&& +'itse&f 5 it "i&& *ee% evo&vin the$ into so$ethin +etter. So$e#tte$%ts "i&& f#&& ft on their f# e. Those th#t the s"#r$ re o ni e#s re#t "i&& &ive on #nd +e )sed in ne" sit)#tions, #nd +e re$i8ed 'et # #in.

The #+i&it' for the s"#r$ to "or* hori ont#&&' &i*e this, # ross #&&+o)nd#ries #nd #&& s #&es, is r) i#& for s) ess. S%e#*in of fnd %osters, +' the "#', "e #rrive #t the ne8t vit#& %#rt9

TAKE T? T E STREETS

Goin +# * to the so i#& $e h#nis$s of # e%tin ide#s, it is notre#&&' eno) h th#t %eo%&e he#r the s"#r$-s $ess# e fro$ theirfriends, in %#rti )r their friends #nd # H)#int#n es on&ine.

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ever' sH)#re> is # st#r* e8# er#tion of the # t)#& events th#t too*% e. o"ever, the #+ove H)ote is the s)+ e tive i$%ression ofre#&it' fro$ # o$%etin %o&iti #& %#rt' "ho h#d tons of reso)r es#nd %eo%&e ever'"here. Therefore, it is not f#r7fet hed to s#' th#tthis re%resents the # t)#& %)+&i i$%ression.

Th)s, 'o) sho)&d *no" th#t it is %erfe t&' %ossi+&e to ive the #+ovei$%ression "itho)t #n' reso)r es, $one', or f#$e 5 )st )sins"#r$ te hniH)es.

We-&& ret)rn to &e#dershi% st'&es th#t he&% # o$%&ish this in the h#%ter. For no", it-s eno) h to note th#t there #re fo)r ssi #&

"#'s to t#*e to the streets 5 h#ndin o)t f&'ers, %)ttin )% %osters,h#vin t#+&es or si$ir in sH)#res, #nd st# in r#&&ies.

E# h of these #rries its o"n te hniH)es #nd e8%erien es. Let-s &oo*#t the$ one +' one.

Most %eo%&e "ho h#nd o)t f&'ers h#ve &itt&e or no tr#inin in doinso. o)-&& #&& too often see %eo%&e t#s*ed "ith h#ndin o)t f&'ers v#rio)s #)ses, +)t "ho &oo* )st &ost, st#ndin on their o"n in #

orner of the street, h)dd&in in the sh#do"s, ho&din o)t # %ie e of%#%er to %#ssers+' "ho h#ve no interest in their e8isten e "h#tso7

ever. This is # "#ste of $one', +r#ins, #nd ti$e. ?ver si8 'e#rs, "e

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h#ve &e#rned # o)%&e of si$%&e te hniH)es th#t $#*e f&'er h#ndo)t"or* in %r# ti e. It is 'o)r d)t' to te# h this initi#&&', #nd te# hothers to te# h it in t)rn. (?f o)rse, 'o) need not fo&&o" this e8%e7rien e to the &etter. Co%' #nd re$i8 to 'o)r needs #nd desires.! Thiste hniH)e t#*es #+o)t five $in)tes to de$onstr#te #he#d of ever'f&'er h#ndo)t # tivit', #ndshould +e de$onstr#ted #he#d of ever'

f&'er h#ndo)t.

Let-s st#rt "ith the f&'er desi n. It needs to &oo* %rofession#&, +)tneed not +e %erfe t nor %# *ed "ith infor$#tion9 the *e' thin"hen h#ndin o)t f&'ers is th#t %eo%&e see the s"#r$-s s'$+o& #nd

o&ors #nd #n e#si&' #+sor+#+&e $ess# e, "ith # &in* "here the' #n

et $ore infor$#tion.

In the s#$e vein, the %eo%&e h#ndin o)t f&'ers sho)&d +e "e#rin&e#n #nd ni e7&oo*in &othes "ith the s"#r$-s s'$+o& #nd o&ors


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The %eo%&e h#ndin o)t f&'ers "#&* s&o"&' in %#tro&s of t"o, side +side, so$e three to five $eters (ten to t"ent' feet! #%#rt, )% #nddo"n # desi n#ted %#rt of # street or $#&&. Three to five $eters is

&ose eno) h to &oo* or #ni ed to %eo%&e the' $eet, +)t not &oseeno) h to #)se individ)#&s on the street to fee& thre#tened in #t"o7# #inst7one sit)#tion. No+od' h#nds o)t f&'ers #&one, ever9 this

"i&& &oo* &i*e #n =end of the "or&d, end of the "or&d, end of the"or&d, so$e+od' %&e#se t#*e $' f&'er #nd re#d #+o)t the end of the"or&d> vi& e idiot "ho %eo%&e "i&& "#nt to )st ross the street#void.

The individ)#& h#nder7o)t )ses three %hr#ses in # s%e ifi order

"hen he or she $eets %eo%&e "#&*in s&o"&' do"n the street or$#&&9 = e&&o> to et e'e ont# t = ere 'o) #re, sir $#-#$> "ith #s$i&e #s he or she h#nds over # fo&der or f&'er f# ed so the %erson$#' re#d it #t # n e +efore de idin "hether to t#*e it or not#nd then =th#n* 'o)> "hether the' t#*e it or not. This is si$%&e,effe tive, #nd "or*s in #&& %#rts of S"eden.

(


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If the' don-t # e%t the f&'er, the h#nder7o)t %)ts it #t the +otto$ ofthe st# * #nd offers # fresh f&'er to the ne8t %erson. No+od' "i& e%t # f&'er th#t he or she s#" +ein re e ted +' the %erson ri htin front of hi$ or her.

Ide#&&', the h#nders7o)t #rr' t"o st# *s of ite$s to h#nd o)t9 one

f&'er, "hi h is the $#in event of the d#', #nd one fo&der "ith $oreinfor$#tion #+o)t the s"#r$ to ive to %eo%&e "ho #s* for $oreinfor$#tion. So$e "i&&.

?ne %erson needs to st#' "ith the sto *%i&e of f&'ers #nd othereH)i%$ent so th#t h#nders7o)t #n refi&& their st# *s %eriodi #&&

Another %erson needs to or #ni e the event #nd +e for$#&&' res%on7si+&e in #se there-s tro)+&e, so$eone "ho$ the h#nders7o)t #n%oint #t to de#& "ith #n' o$%ints. This %erson #&so desi n#tes the&o #tions of the %#tro&s of t"o %eo%&e e# h in # %#ttern "hi h #)$ost %eo%&e "ho #re o)t th#t d#' to %#ss #t &e#st t"o %#tro&s9 so$e7+od' "ho sees the s#$e f&'ers +ein h#nded o)t +' t"o different

ro)%s of %eo%&e "i&& et # %ositive i$%ression of # "e&&7or #n# tivit'.

It is H)ite o$$on for %eo%&e # e%tin f&'ers to st#rt #s*in H)es7tions to the # tivists h#ndin the$ o)t. In this #se, $#*e s)re th#t

the # tivists #re o$fort#+&e res%ondin to the $ost o$$on H)es7

12


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tions #+o)t the s"#r$. #vin th#t fo&der "ith $ore infor$#tion #s# +# *)% for the f&'er he&%s in this s en#rio, too.

As for %nnin of %rint r)ns, # ener#& )ide&ine is th#t )st over tho)s#nd f&'ers %er ho)r #re h#nded o)t "hen "or*in in # ro)%&i*e this.

Fin#&&', so$e %eo%&e "i&& inevit#+&' r)$%&e )% the f&'er or te#r %ie es #nd thro" it "ith onte$%t in the street. M#*e s)re th#tever'+od' in the # tivit' %i *s )% s) h &itter #nd thro"s it in %ro%ertr#sh #ns 5 other"ise, %eo%&e "i&& re ister the s"#r$-s o&ors #nds'$+o& #s tr#sh in the street, #nd #sso i#te ne #tive&' fro$ there.


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A ood )ide&ine is th#t # one7h)ndred7%oster #$%#i n is # r e#nd H)ite visi+&e #$%#i n for # s)+)r+ or the enter of # s$#&& it',+)t it "i&& not st for &on 9 # fe" d#'s #t the $ost, $#'+e )st # fe"ho)rs. So hoose the ti$in "e&&. It is +etter to h#ve rot#tin te#$sin # to"n %)ttin )% one h)ndred %osters +et"een the$ on e #"ee*, r#ther th#n s%endin

swarmwise 2013 by rick falkvinge

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