For accessibility reasons, I’ll repost the original text here:
It’s tempting to seek to change just one person at a time. After all, if you fail, no one will notice.
It’s also tempting to try to change everyone. But of course, there really is no everyone, not any more. Too much noise, too many different situations and narratives. When you try to change everyone, you’re mostly giving up.
The third alternative is where real impact happens: Finding a cohort of people who want to change together.
Organizing them and then teaching and leading them.
It’s not only peer pressure. But that helps.
When a group is in sync, the change is reinforcing. When people can see how parts of your message resonate with their peers, they’re more likely to reconsider them in a positive light. And mostly, as in all modern marketing, “people like us do things like this” is the primary driver.
If you want to make change, begin by making culture. Begin by organizing a tightly knit group. Begin by getting people in sync.
Culture beats strategy. So much that culture is strategy.
Sounds like Seth Godin could be an honourary member of Cohort 21!
So much of what he talks about here is exactly what this is all about. Finding our tribe, connecting with others who want the same things as we do – who aren’t satisfied with how things are and how they’ve always been, but who want to make real change.
Maybe we could invite Seth to speak at our final F2F in April?? 🙂