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