Identify a few allies and use the right communication strategies to gain mass support for change


  1. Identify a few individuals to support your cause so that you don’t succumb to the majority opinion
    If you’re the only person who openly challenges the status quo in your community, look for one or two potential allies who agree with you. Convince them to speak up and support your cause.
  2. Use humorous messages to express your dissent
    If you’re unhappy about high college tuition fees, gather your schoolmates and send letters to the university president requesting him to host you for dinner once a week since you can’t afford food. If the president refuses, send another letter requesting for his leftovers.
  3. Use slogans that convey urgency when articulating your message of change
    Use statements such as “It is time,” “This is the year” or “Take action now!” to get people out of their comfort zone. Slogans of urgency convince people to make the necessary sacrifices and support your idea immediately.
  4. Highlight the costs of not embracing change when conveying your message
    If you’re presenting new innovations that can improve your company’s performance, talk about the costs of inaction rather than the benefits of the innovation. Let management know that if they don’t take the risk and embrace your proposed changes, the company will suffer a guaranteed loss.
  5. Create empathetic anger by focusing on the victims who’ve suffered under the status quo
    If you want to inspire people to take action to change an oppressive system, speak about or show images of the victims who’ve suffered under the system. Getting people to channel their anger in support of victims spurs them to take action without inciting revenge and violence against the oppressor. 


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