| Want a short cut to entrepreneurial stardom? | | | | mistake of cashing in your chips too soon. |
| | | | Your followers will be more valuable to you |
| Start a movement! | | | | down the line if you dont try to sell to them |
| | | | yet. Just focus on building the following, |
| People love a cause. They love to jump on | | | | building momentum, building the fan base. If |
| board. Flower Power in the 60s. (Bet someone | | | | you continue to build it, eventually people |
| made a killing on flowers) Womens lib in the | | | | will beg you to sell to them because theyll |
| 70s. Nancy Reagans Just Say No anti-drug | | | | want some of what youve got. |
| campaign in the 80s. Hillarys It Takes a | | | | |
| Village. The low carb thing. | | | | Im not just talkin the Pepsi Generation here. |
| | | | A movement goes a step further. If you give |
| If you start the movement, you can be at the | | | | people a place to belong, a place to feel |
| forefront of that movement. Not a bad place | | | | like they matter, like theyre making a |
| for a star. | | | | difference, youll build your platform. |
| | | | Eventually theyll not only ask to buy stuff |
| Its scary how powerful this technique is. | | | | from you, theyll actually volunteer to help |
| Sadly, its used as often for evil as it is | | | | you distribute it to others. |
| for good. But if you can harness this power, | | | | |
| youll be amazed at the results. | | | | So how do you apply this to your business? |
| | | | Heres a perfect example. I remember, when I |
| If youd come up with a natural lawn care | | | | was a kid, getting a little red I Am Loved |
| product years ago, you could have been at the | | | | button at the Peoples Jewellers store in the |
| forefront of an anti-pesticide movement. | | | | local shopping center. Funny how all these |
| Activist, Anita Roddick, used this strategy | | | | years later, I still remember not only what |
| to build The Body Shop to where it is today, | | | | the little red button looked like, but also |
| committing to social and environmental | | | | the store where I got it. I thought it was a |
| change. What a Dame. (No really. She is.) It | | | | Peoples Jewellers promotion, but, on |
| doesnt even have to be your idea. You just | | | | researching it, I found out that it was a |
| have to be the one to take it public. | | | | movement that started about 40 years ago in |
| | | | Kansas City. Barnett Helzberg Jr., of |
| Over a decade ago, a Canadian provincial | | | | Helzberg Diamonds, had just had his marriage |
| party swept into power by announcing the | | | | proposal accepted. The guy was ecstatic. He |
| Common Sense Revolution. Didnt like the guy | | | | was loved and wanted the world to know it. So |
| or the party, but the marketing rocked. | | | | he produced these little red buttons with the |
| Totally worked. | | | | words, I Am Loved, printed in white. The idea |
| | | | spread like wildfire, buttons were given to |
| I know what youre thinking. Tsufit, I dont | | | | presidents, celebrities and soldiers in |
| want to be a politician. I just want to | | | | Vietnam. 44 million buttons later, you can |
| promote my business. Starting a movement | | | | still order yourself a button in any of 9 |
| doesnt have to be big or political. Its not | | | | languages. The buttons were, and still are, |
| the subject of the movement that makes it | | | | free, but they did put Helzberg Diamonds on |
| work, but rather the passion and energy | | | | the map. |
| behind it. | | | | |
| | | | Doesnt always work. Dont think Special K |
| So How Do You Start a Movement? | | | | broke any sales records with their Do I Look |
| | | | Fat? commercialsremember the ones with the |
| Dont be standing on a street corner with a | | | | men asking the dumb questions women always |
| clip board or petition. Thats for bit | | | | ask? |
| players. Write a manifesto. Have a credo, a | | | | |
| mantra. The more outrageous it is, the more | | | | But Doves making out OK. Check out Doves new |
| chance itll work. The more youll stand out | | | | Pro-Age, a clever reaction to womens |
| from the crowd. Were not talking corporate | | | | anti-aging products. How bout their Campaign |
| mission statement here. | | | | for Real Beauty? A lot of women are jumping |
| | | | on the bandwagon. Dove is selling self-esteem |
| Get some publicity for your movement. The | | | | by featuring women in their underwear |
| more provocative you are, the more | | | | accepting their non Barbie doll bodies. Kinda |
| controversial, the more free ink youll get. | | | | almost makes you forget that Unilever also |
| | | | sells Slim Fast with young women in bikinis. |
| And have stuff. Your stuff will become a | | | | |
| symbol of the ideals behind that movement. | | | | Worth a try. Build a platform. Create a |
| (Reminds me of the sandal in Monty Pythons | | | | movement. Be a rebel with a cause. And Ill |
| Life of Brian) Your symbol can become a | | | | see you in the spotlight! |
| potential source of income. But dont make the | | | | |