Advocacy Insurrection
McKinsey Quarterly just issued an article by Stanford University Professor Hayagreeva Rao based on his new book Market Rebels. The article, “Market Rebels and Radical Innovation” describes what companies need to do to truly innovate. In short, they need to get activists working for them. As you must probably know from the title of this blog, Rao’s ideas fit well with our work on what ignites and mobilizes Advocates. Rao describes the importance of articulating a “hot cause” (something that resonates and creates a community) at work and mobilizes members to commit which they name “cool mobilization.” The article urges companies to think of their employees like insurgents. To get your insurgents to produce creative change, Rao suggests:
-
Use symbols to communicate
-
Make good use of emotions of pride and anger “to unfreeze and move inert organizations forward”
-
Make employees experience what it is like to be a customer
-
Change one-way communications to two-way communications
-
Go where the energy is
We help clients find their hot causes and cooly mobilize by harnessing the power of Advocates. It works.
0 Responses to “Advocacy Insurrection”
Leave a Response