Purposeful

Anyone can start a movement that changes the world – all it takes is a clear purpose, a vision, and the courage to act.

1. Purpose Sparks Movements

Movements begin when people unite around a shared purpose. A strong purpose answers “why” people are motivated to take action, and this sense of meaning draws in others. People crave purpose, and successful leaders tap into this universal need, sparking enthusiasm that fuels collective action.

For example, Manal Rostom, who faced negative perceptions about the hijab, started a Facebook group called “Surviving Hijab.” Providing a community for Muslim women to share experiences, this group quickly grew into a movement. Rostom leveraged this momentum to challenge stereotypes and eventually collaborated with Nike to feature hijabi women in advertisements and introduce the “Nike Pro Hijab” line.

Movements with purpose are magnetic, which encourages others to join forces, amplifying their impact. Rostom’s journey highlights how a clear purpose can lead to significant societal change, transforming her personal frustration into a worldwide campaign.

Examples

• Manal Rostom’s “Surviving Hijab” group grew to 500,000 members.
• Nike created its first athletic wear for hijabi women.
• Purpose-filled advertising changed perceptions globally.

2. Everyone Can Contribute to Change

Changing the world is not reserved for extraordinary individuals or historical icons. Even small, simple actions can trigger ripple effects, leading to substantial outcomes. Anyone, no matter their background, has the potential to make a difference.

Consider Turkish activist Erdem Gündüz. In 2013, his silent eight-hour stand in Taksim Square protesting police violence inspired hundreds of others to join him and triggered a global movement. Likewise, Rosa Parks’ refusal to give up her bus seat in 1955 sparked the civil rights movement. Even privileged individuals, often uncertain of their right to speak out, can advocate for justice on behalf of marginalized communities.

Sarah Kavanaugh, a regular citizen, successfully petitioned against Gatorade’s use of an unsafe ingredient, brominated vegetable oil. Her initiative started small but gained media attention and ultimately prompted Pepsi to improve their product formula.

Examples

• Gündüz’s silent protest led to worldwide solidarity against police violence.
• Rosa Parks’ single act of defiance became the catalyst for the civil rights movement.
• Sarah Kavanaugh’s Change.org petition led to safer Gatorade ingredients.

3. Vision Creates Direction

A well-defined vision acts as a guide, providing clarity on what the future will look like once your movement succeeds. While purpose answers "why," vision answers "what," offering a clear picture of the desired result.

Neil Grimmer of Plum Organics epitomized this. His purpose was to ensure parents had access to healthy baby food. His vision, however, imagined grocery store shelves filled with organic baby food options. Vision ensures consistency, helping leaders and their teams stay aligned and motivated.

Storytelling is an excellent way to share your vision. Consider Hank Hunt’s moving campaign for Kari’s Law. His story of tragic loss – his daughter’s preventable death due to outdated phone systems – resonated with lawmakers and the public. By sharing this narrative, he successfully advocated for federal legislation that prevents similar incidents in hotels and businesses.

Examples

• Neil Grimmer founded Plum Organics to meet the need for healthy baby food options.
• Hank Hunt used the compelling story of his daughter to campaign for Kari’s Law.
• Vision-focused storytelling connected advocates and legislators to drive change.

4. Positivity Opens Doors

Approaching leaders and decision-makers with respect increases the likelihood of collaboration. Viewing them as allies instead of adversaries fosters goodwill and opens pathways for productive conversations.

Jennifer Tyrrell, dismissed by the Boy Scouts of America (BSA) for being gay, exemplified this strategy. When directly engaging BSA executives bore no results, she respectfully reached out to progressive members of the BSA board and allied companies like AT&T and Intel. These companies voiced support for LGBTQ rights, pressuring BSA to change their discriminatory policy.

Avoid confrontational tactics, such as attacking individuals on social media. Instead, choose peaceful demonstrations, petitions, and organized calls, which are far more likely to lead to dialogue and results.

Examples

• Tyrrell allied with LGBTQ-supportive corporations (UPS and Intel) to pressure the BSA.
• Collaborative approaches secured the reversal of Boy Scouts of America’s LGBTQ ban.
• Respectful communication built relationships with influential Board members.

5. Sustaining Engagement Requires Connection

A successful movement doesn’t just attract people; it keeps them engaged. To sustain participation, continually emphasize the shared purpose, offer opportunities for growth, and foster meaningful connections.

Neil Grimmer held weekly team meetings to remind employees of Plum Organics’ purpose, uniting them around their shared mission. At Change.org, the 90/10 decision-making model empowered employees to solve challenges independently, encouraging personal responsibility and growth. Google’s research also shows that teams perform best when members feel psychologically safe and connected.

Leaders must actively create environments where people feel valued. Online groups thrive when admins cultivate safe, positive spaces, using clear rules and communication to strengthen bonds among members.

Examples

• Plum Organics sustained motivation through purpose-focused weekly meetings.
• The 90/10 work model at Change.org allowed employees to thrive in decision-making.
• Facebook group success depended on admins fostering trust and respect.

6. Use Criticism as Fuel

Criticism, even if unpleasant, is unavoidable when leading change. While trolls and unconstructive haters should be ignored, leaders can often use criticism to gain valuable insights and strengthen their movements.

Kara Goldin, founder of Hint Water, faced dismissive remarks from beverage executives uninterested in her product. Instead of discouraging her, these comments crystallized her conviction that customers craved alternatives to sugary drinks. This mindset turned Hint Water into a valuable player in the health and wellness sector.

By surrounding yourself with supportive voices and focusing on positive feedback, you can minimize the sting of trolls and redirect your energy toward your goals.

Examples

• Kara Goldin embraced criticism to position Hint Water as a unique product.
• Change.org petitioners triumphed by focusing on positive feedback from supporters.
• Constructive criticism helped movements refine their approaches.

7. Learn From Setbacks

Failure is inevitable when starting something new, but it doesn't signify defeat. Instead, setbacks are opportunities to learn, adapt, and come back stronger. Resilience transforms failures into stepping stones for success.

Change.org embraced failure through its “Festival of Failure,” a company-wide event discussing mistakes. By acknowledging errors and analyzing outcomes, participants built a culture of improvement. Likewise, Olga Rybkovskaya relied on collective expertise to overcome challenges in her campaign to change Russian hospital policies.

Obstacles teach leaders how to navigate future challenges and build stronger strategies, turning stumbling blocks into sources of growth.

Examples

• Change.org fostered resilience through the “Festival of Failure.”
• Olga Rybkovskaya gathered a team of pro bono lawyers to advance her mission.
• Resilient leaders used past mistakes to strengthen future initiatives.

8. Small Actions Gather Momentum

Small initial steps can build momentum and snowball into larger change. Taking that first step is often the hardest but most important phase of establishing your movement.

Sarah Kavanaugh’s petition to remove unsafe ingredients from Gatorade began as a modest initiative. Yet, as her petition gained attention through signatures and media, it compelled a corporate giant, PepsiCo, to make safer choices. Similarly, standing in silence earned Erdem Gündüz recognition for human rights causes worldwide.

Small actions create ripples that expand as others join, support, and amplify the cause.

Examples

• Erdem Gündüz’s silent stand inspired international human rights efforts.
• Sarah Kavanaugh’s simple petition improved product safety across the market.
• Minor choices from ordinary individuals escalated into impactful global movements.

9. Collaboration Builds Strength

Movements thrive when people bring diverse skills and perspectives together to achieve the goal. Collaboration amplifies impact and ensures sustainable progress.

Olga Rybkovskaya succeeded in reforming Russian hospital visitation rules by rallying lawyers from her petition to assist in drafting adequate policies. Similarly, Manal Rostom collaborated with influential brands like Nike to drive change in public perceptions about hijabi women.

Leveraging a variety of talents allows movements to overcome challenges, develop innovative solutions, and advance toward their visions with collective strength.

Examples

• Olga Rybkovskaya brought together 30 lawyers to aid her campaign.
• Manal Rostom partnered with Nike for social change.
• Diverse contributors helped amplify shared vision success in global campaigns.

Takeaways

1. Anchor every movement in a shared purpose and a clear vision; they provide direction and attract support.
2. Reframe setbacks and criticism as valuable learning opportunities to strengthen your movement.
3. Prioritize respect and collaboration in all interactions; positivity opens doors and builds alliances.