Last night, I finished an important chapter in a book called, “The Power of Habit: Why We Do What We Do in Life and Business.”
The chapter in question focused on how movements begin — and why some flourish successfully while others die an uneventful death.
It used the Montgomery Bus Boycott as a case study in what elements need to exist in order for massive change to happen.
Did you know that Rosa Parks wasn’t the first African American to get arrested for refusing to give up her seat?
That’s right. Scores of others before her had taken a stand against the unfairness of segregation on public transportation and been locked up just like her.
But Rosa was different. She was well-respected and well-connected across a wide array of social networks in her community — both white and black. And she was friends with an attorney who’d been looking for a way to challenge the local segregation laws.
Martin Luther King, Jr. was new on the scene as well. And what you might not know is that he really didn’t want to get involved with the boycott. At least, not initially. His decision to participate was really a matter of influence — the kind you find with folks who have some to wield.
The timing was right. The people were there. But it still took many many voices and days to get that law overturned.
And the thing most responsible for its success? According to the author: Peer pressure (the good kind). The kind that helps spread an idea and create positive change. It’s what we might call social influence, or social proof. Kind of like this:
We all have this kind of power.
Will you use yours?
Will you tell your stories and share your experiences?
And will you invite your friends to join us as we move forward?
If you’d like to see a more balanced world of marketing, then here’s my call to you: Get involved. Share your voice. Tell the world what you want to create and how you want to create it.
It’s time we used our marketing powers for good instead of evil!