How To: Captivate an Audience and Start a Movement

May 11, 2011 by Ryan Lum - 2 comments

Step 1: Find a leader that doesn’t mind standing out and being ridiculed.
Step 2: The action or message of the leader needs to be easily understood
Step 3: Accept and nurture early adopters as equals so that it is more about the movement rather than the individual. It’s about them.
Step 4: The movement must be public and wait for the movement to “tip”.

The concept behind creating a movement as seen in this TED talk can easily be applied (and should be applied) to our marketing strategy. We loosely see this concept applied in Flash mob marketing. Although it is all choreographed, the way the flash mob is built up starting with “one lone nut” remains the same. In order to be a leader in the industry and create memorable marketing campaigns, one should never be afraid to stand out and try to start a movement.

The second step of creating a movement is something that is often broken. Marketers try to cram as much information as possible in their campaign when in reality, the message needs to be simplified. A simple message or concept is key to starting a movement as it is an easier pill to swallow for those early adopters.

Simplicity is the ultimate sophistication. ” – Leonardo DaVinci

The third step is key. Bring attention to the movement or message rather than the vehicle the message is delivered. Accept, adopt and nurture your first few followers and treat them as equals so it becomes more about the message than the original leader.