In her book "Purposeful," Jennifer Dulski offers valuable insights into what it takes to be a leader of a movement. Drawing from her experience as the former president of Change.org, Dulski provides practical advice for aspiring movement leaders, whether they're passionate activists or inspired entrepreneurs.
Introduction
In today's world, many people are motivated to see change happen in their lifetime. They're looking for leaders who can inspire them to mobilize and fight for what they believe in. Dulski's book comes at a perfect time, offering guidance on how to turn ideas into action and bring about meaningful change.
A movement, at its core, is what happens when a group of people unite around a single vision. This could be a powerful political idea or an exciting business concept. The leader of a movement could be a passionate activist or an inspired entrepreneur. Regardless of the type of movement, Dulski's advice applies to all potential leaders who want to make a difference.
The Power of Purpose
To start an exciting movement, you need to be purposeful in your actions. People are attracted to movements because they offer a sense of purpose, something we all look for in life. When we see others driven by an exciting purpose, it's easy for that excitement to spread and catch on.
Dulski illustrates this point with the story of Manal Rostom, an Egyptian Muslim woman who started a movement to change perceptions about hijabi women. Rostom's clear purpose was to show the world that faith isn't something that gets in the way of a woman's accomplishments. This purpose resonated with many people, leading to a world-changing movement.
Rostom's journey began with a Facebook group called "Surviving Hijab," which quickly grew to 500,000 members. She then took it a step further by approaching Nike about featuring hijabi women in their ads. This led to Rostom becoming the first woman to wear a hijab in a Nike ad, coaching Dubai's Nike women's running club, and Nike releasing a whole line of athletic wear called Nike Pro Hijab.
This story demonstrates how a clear purpose can ignite change and attract others who share the same vision.
Anyone Can Start a Movement
One of the most empowering messages in Dulski's book is that anyone can start a movement. You don't need to be a Nobel Peace Prize winner or a world-renowned figure to make a big difference. Even small actions can have a ripple effect that leads to significant consequences.
Dulski shares the story of Turkish activist Erdem Gündüz, who became known as the "Standing Man" after he stood still in Taksim Square for eight hours to protest the removal of activist tents. This simple act of standing still triggered an international movement that transcended the borders of Turkey, inspiring people worldwide to stand in solidarity against police violence.
Similarly, the author reminds us of Rosa Parks, whose refusal to give up her seat to a white man in 1955 sparked a major civil rights movement. These examples show that one person making a small gesture can have a big impact.
Dulski emphasizes that it doesn't matter who you are or where you're from – you can make a difference in the world. She encourages readers to overcome mental roadblocks and not get stalled by self-doubt or uncertainty about where to start.
To illustrate this point, Dulski shares the story of Sarah Kavanaugh, who started a petition on Change.org to make Gatorade safer by removing an unsafe ingredient. Despite her young age, Kavanaugh's petition gathered 17,000 signatures and received media attention, ultimately leading to Pepsi removing the unsafe ingredient from Gatorade.
The Importance of Vision and Storytelling
While purpose is the first ingredient to change, the second essential ingredient is a well-defined vision. Dulski explains that while purpose answers the question of why you want to take action, vision answers the question of what the future looks like after action has been taken and change sets in.
She uses the example of Neil Grimmer, who started Plum Organics when he couldn't find healthy organic baby food in local shops. Grimmer's purpose was for parents to have healthy food for their babies, and his vision was a future where grocery store shelves were well stocked with organic baby food.
Dulski emphasizes the importance of having a clear vision before starting a movement, as it acts like a compass, keeping you on track throughout the process.
Once you've started your movement, Dulski recommends using storytelling to communicate your vision and get people on board. Storytelling can demonstrate how your vision will impact others while getting your purpose across more persuasively than simply stating your desired goal.
The author illustrates this point with the story behind the "Kari's Law" Act. Kari, a mother of three young children, was killed in a hotel room by her husband. Her oldest child tried to call the police from the hotel phone but couldn't get through because he didn't know he needed to dial nine for an outside line. Kari's father, Hank Hunt, used this tragic story to introduce legislation banning hotels and businesses from requiring clients to dial extra numbers when making phone calls. The harrowing story deeply connected people to Hunt's vision, playing a significant role in getting Kari's Law passed as a federal law in the United States.
Approaching Decision-Makers and Mapping Contacts
Dulski advises movement leaders to be respectful when approaching decision-makers. She emphasizes that a positive attitude can be more effective than confrontation when trying to convince people in power to help you.
The author suggests avoiding thinking of decision-makers as "targets" that need to be forcibly convinced. Instead, she reminds readers that many decision-makers are elected officials and public servants whose job it is to help. Dulski recommends respectful and effective ways to get the attention of decision-makers, such as peaceful demonstrations, organized phone calls, boycotts, and signing petitions.
To make efforts more efficient, Dulski advises mapping out all relevant influencers, including people and organizations that could potentially help your cause. She illustrates this strategy with the story of Jennifer Tyrrell, who was let go by the Boy Scouts of America (BSA) when they discovered she was gay.
Tyrrell started a petition on Change.org to change BSA's discriminatory policy. When dealing directly with BSA executives proved ineffective, she reached out to people on the BSA board of directors, like the CEOs of AT&T and Ernst & Young, who were known to support LGBTQ rights. Tyrrell also contacted other LGBTQ-friendly companies that partnered with BSA, like UPS and Intel. This multi-pronged approach eventually led to BSA voting to allow gay people into their community in 2013.
Keeping Supporters Engaged
Dulski emphasizes that getting people on board is only the start of a successful movement – keeping them motivated and engaged is equally important. She suggests reminding supporters of three key aspects of the movement: their shared purpose, continued personal growth, and strong interpersonal connections.
Shared Purpose: Dulski explains that purpose not only attracts people to a movement but also keeps them motivated. She gives the example of Neil Grimmer, who would remind his Plum Organics team of their shared purpose at every Monday morning company meeting.
Personal Growth: When people recognize that a movement is helping them grow as individuals, they'll feel more incentive to continue fighting for the cause. Dulski shares her experience at Change.org, where she implemented a 90/10 model for decision-making, challenging employees to make 90 percent of the necessary decisions for their success.
Strong Connections: Creating an environment where team members can forge strong connections is crucial. Dulski cites a Google study showing that the highest performers are those who feel psychologically safe. She also mentions Facebook's finding that the most successful groups are ones with active administrators who create a safe and rewarding environment.
Dealing with Negative Feedback
Dulski acknowledges that criticism is inevitable when starting a movement. She distinguishes between constructive feedback and "trolls" or "haters" who offer nothing constructive.
When faced with negative feedback, Dulski advises staying positive by focusing on supporters. She suggests reading and rereading positive remarks to remind yourself of your legion of supporters and not lose sight of the fact that haters don't speak for everyone.
The author also points out that sometimes criticism can be used to your advantage. She shares the story of Kara Goldin, founder of Hint Water, who turned a patronizing remark from a beverage executive into an opportunity. When told that Americans only love sweet drinks, Goldin saw it as a chance to market Hint Water as a refreshing alternative with little competition. This decision paid off, with Hint Water becoming part of a big health and wellness movement in the United States.
Embracing Failure and Learning from It
Dulski emphasizes that failure is a natural part of starting a movement. She encourages readers to be prepared for obstacles and to view failures as opportunities for growth.
The author introduces the concept of "Rocky Moments," referring to the character Rocky Balboa. These moments have two parts: the failure, when success seems distant and unlikely, and the turnaround, when you get back on your feet. Dulski stresses that failure doesn't mean you're finished; instead, it's an opportunity to emerge smarter by understanding what went wrong and being equipped to overcome future challenges.
She advises taking a close look at the reasons for failure and sharing insights with others. By being open about mistakes, you can learn from others' experiences and avoid potential pitfalls. Dulski shares the example of Change.org's "Festival of Failure," a company-wide event where people share their worst experiences and downfalls, fostering a culture of learning and resilience.
The author also encourages reaching out for help during difficult times. She shares the story of Olga Rybkovskaya, who was petitioning the Russian Ministry of Health to change a law prohibiting families from visiting intensive-care patients. When faced with the challenge of creating new policies and guidelines, Rybkovskaya reached out to lawyers who had signed her petition and managed to get 30 volunteers to help create the necessary documents.
Final Thoughts
Dulski concludes by reiterating that anybody can start a movement. All it takes is a collaborative spirit and the right strategic approach. She encourages readers to define their vision, move past doubts about the validity of their voice or ideas, and learn from failures.
The author emphasizes that with determination, you can make the social change you and others desire for the future, whether it's starting a new business or changing an unjust law. She reminds readers that they're not alone in their movements and encourages them to take action if there's change they want to see in the world.
Dulski's book "Purposeful" serves as an inspiring and practical guide for anyone looking to make a difference. By sharing real-life examples and offering actionable advice, she demystifies the process of starting and leading a movement. Whether you're an aspiring activist, entrepreneur, or simply someone who wants to create positive change, this book provides the tools and motivation to turn your vision into reality.
The key takeaways from "Purposeful" include:
- Anyone can start a movement, regardless of their background or status.
- Having a clear purpose and vision is crucial for attracting and retaining supporters.
- Storytelling is a powerful tool for communicating your vision and getting people on board.
- Approach decision-makers with respect and map out multiple contacts who can help your cause.
- Keep supporters engaged by reminding them of their shared purpose, fostering personal growth, and creating strong connections.
- Deal with negative feedback by focusing on positivity and using criticism to your advantage when possible.
- Embrace failure as a learning opportunity and share your experiences with others.
- Don't be afraid to reach out for help when facing challenges.
By following Dulski's advice and drawing inspiration from the numerous examples she provides, readers can feel empowered to take action and create the change they want to see in the world. "Purposeful" serves as a roadmap for turning ideas into movements, reminding us that with the right approach and determination, we all have the potential to make a significant impact.