I share stories about people and companies that are thriving by taking a stand.
All businesses, large and small, want to attract passionate, loyal fans. When you build experiences that are impactful, word of mouth becomes inevitable.
Your business markets itself.
Advocates recommend causes and brands we’re passionate about. I know what it takes to motivate advocacy. I started early. In college I organized voters and non-violent protests. Advocates began to lose power as money completely took over politics. New tactics were needed.
I was lucky. I got to work on a new kind of campaign in the 90’s with Rainforest Action Network. We started organizing Home Depot’s customers to stop buying old-growth redwood products. This was one of the most effective ways we were able to protect some of the remaining 1% of ancient forests on California’s north coast. The company went on to lead the industry in offering certified-sustainable alternatives. Consumer demand for healthy and sustainable products became the driving force for similar changes over the next two decades.
Inspired by this success organizing consumers, and by the seminal book “Cluetrain Manifesto,” which held that markets are conversations, I transformed from protester into a “conversation catalyst.” I went into brand advocacy, working with companies making a difference on the issues I care about most. I’ve got so many stories to tell of victories and upsets along the way.
ranting at the TV
- excessive social media surfing/debating/tweeting
almost winning, then losing campaigns
moping, sulking, procrastinating
drinking to numb pain