IDCEE 2014: Creating A Moment: Lessons Learned From Scaling A Company To Four Continents In Two Years - Gary Whitehill (Founder @ Burst & Entrepreneur Week)

Creating a Global Movement:
How to Scale to Four Continents in Two Years
O C TO B E R 9 , 2 0 1 4

Lifecycle of a Successful Movement

STEPS 1-5
Subjective:
What does success look like personally?
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STEPS 6-8
Objective:
What does a successful Movement look like?
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( L I F ECYCLE OF A SUCCE S SFUL MOV EMENT )
Core Values (Why)
STEPS 1 - 5 : SUBJECTIVE
P E R S O N A L S U C C E S S :
1. Who are we? Personality.
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Core Values (Why)
2. What do we want? Purpose.
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Core Values (Why)
2. What do we want? Purpose.
3. Where to focus? Story.
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Culture (Trust)
1. Do we have the will?
Mission & Vision.
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Culture (Trust)
4. Do we have the will?
Mission & Vision.
5. Is it possible?
Standard Analysis.
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Team (What)
STEPS 6 - 8 : OBJECTIVE
A S U C C E S S F U L M O V E M E N T :
6. How Specifically?
Value Proposition.
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Team (What)
Value Proposition.
7. What should be built & by when?
Unique ability in the market.
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Team (What)
Value Proposition.
7. What should be built & by when?
Unique ability in the market.
8. What to benchmark & monitor?
Change the world.
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Establishing Values
GOAL: FIND A TRIBE
• Ask the right questions: key to advancing an idea.
• Reinstate imagination: any vision builds upon construction or reconstruction.
• Penetrate despair: prophetic moral visions enable others to believe in and
embrace new futures. (it does not ask if the vision can be implemented).
• Timing is key: movements build when a form of popular dissent says, “there
is a better way, there is a moral way.”
• Repeat business vs. loyalty: leadership is the ability to rally people nor for a
single event, but for years.
• Promote WAAINTT: reduces friction and cost, providing massive peace of
mind for all as “we are all in this together.”
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Attributes of a Movement
DE F INE ORGANI Z ING PRINCI PL E
OF ACT ION
• Money: chasing the market. Leads to
Unprincipled, chaotic, efficiency-based
decision making.
• Minds  Hands
• Culture: solving a deep-rooted social
challenge. Leads to intentional,
benchmarked.
• Hearts  Hands  Minds

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Attributes of a Movement
P S YCHOLOGY BEHIND BUI LDING
MOV EMENT S
(WHY P EOP L E S TART & JOIN THEM)
• Motivation: a sense of purpose or
belonging. Very little to do with any
external incentive.to act becomes
deeply personal
• Vision: an intensity communicated set of
passionate principles which strike at and
rally core tribal ethos.
MOVEMENTS ONLY SCALE WHEN STRUCTURED
AROUND CULTURAL CONTEXT.

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Define Scale
• The power of movements = starts out small with those who believe
passionately in something, but ends up changing the world.

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Define Scale
• Daniel Pink: humanity seeks” freedom, autonomy, a sense of purpose.”

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Define Scale
THE STEEPER THE CURVE, THE MORE VULNERABLE

Setting the Culture
GOAL: ENABLE HUMANITY INTO SUPPORTIVE,
COLLECTIVE ACTION
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Define Impact
( TRANS FORMAT IONAL V S . S INGL E CAMPA IGN )

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Enabling Leverage
• Systems & processes: impact cannot
easily be replicated.
• Organizing is a process: create long-term
campaigns that mobilize a certain
constituency in well-timed waves, to
press for specific demands from a
particular target, using a defined strategy
and escalating tactics.
• A role for all: organizations must have
defined roles to engage anyone who is
interested in the cause.
GOAL: LOWER TRANSACTION COSTS
& NETWORK BARRIERS

Why Traditional Structures Do Not Work
Which then leads to these one-to-one
interaction between stakeholders:
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L EADING TO: • Aggression
• Domination
• Power
• Conquest
• Rigidness
• Denseness

Why Movements Do Work
Leads to an opportunity to have
network effect-driven interactions:
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L EADING TO: • Progressiveness
• Individuality
• Freedom
• Empathy

Movements are Anti-Hierarchical
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Leverage of Horizontal Structure
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Quick Hit Advice
• A movement is diverse: there are many paths to reach the same goals.
• Talk about “why”: instead of the product or competitors.
• Stop thinking like MBA’s: No initial focus on price/sales/profit, etc.
• Communicate: Be engaging vs. broadcasting.
• Build great leaders: use an intention map + community management.
• Ignite Your Movement: the Next 24 Hours
• Envision the future: 1/3/5yr goals. Top 5 for each.
• Architect a resource roadmap: what do you have/need?
• Cultivate diversity: engage those outside your tribe.
• Work on the pitch: what matters in 15secs or less, and why?
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THANK YOU!
EMAIL: Gary@EntrepreneurWeek.net
TWITTER: @GaryWhitehill
WEB: www.garywhitehill.com

IDCEE 2014: Creating A Moment: Lessons Learned From Scaling A Company To Four Continents In Two Years - Gary Whitehill (Founder @ Burst & Entrepreneur Week)

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IDCEE 2014: Creating A Moment: Lessons Learned From Scaling A Company To Four Continents In Two Years - Gary Whitehill (Founder @ Burst & Entrepreneur Week)