LESSONS FROM MOVEMENT MAKERS: What Social Upheaval Teaches Us About Engagement
AFTER JUST SEVEN YEARS IN EXISTENCE, Xiaomi, the world’s fourthlargest smartphone maker, has carved out a successful, innovative space in a category dominated by mega-sized tech firms; GoPro makes rugged cameras for outdoor use that have earned it a fervent following, even though it essentially replicates a feature your phone already has; and CrossFit has enjoyed explosive growth for more than a decade, despite a steady stream of critical press since its inception.
How did these companies pull it off?
The prevailing explanation for such successes has leaned toward intangible qualities like purpose and culture. I am inclined to agree. Companies are composed of people, after all, who spend most of their time communicating with other people. The purpose that unites them, and the culture that shapes their actions, are crucial influences rarely discussed in business plans and quarterly reports.
Let’s assume you’ve read the same articles I have, and you jumped on the purpose-driven bandwagon years ago. Where exactly did that lead? Did you gather upper management to brainstorm a bold, authentic statement of purpose? Have you given motivational talks explaining your company’s beliefs and why they matter? Did it make any difference?
This is the problem with purpose: It’s not enough to have one; you have to put it into practice — which means turning an abstract concept into concrete actions. Not surprisingly, the efficiency- and metrics-driven world of modern business isn’t well equipped to do this. Social movements, on the other hand, excel at it.
Think about the upheavals that have transformed the cultural landscape over the past 50 years: Environmentalism, civil rights and gender equality at the global level; or focused, regional movements like the embrace of market capitalism in Eastern Europe and sub-Saharan Africa in the 90s. These movements don’t have big marketing budgets and often struggle to attract endorsements from celebrities or established political groups. What they have is a clear, coherent purpose. More important, they have mechanisms for turning purpose into actions
