Anatomy of movement

Interesting blogpost from my colleague David Arnano in Harvard Business Review:

"Movements can be desirable weapons in the war to influence behavior, but you need to understand how they work. They are not the same as a major advertising blitz or everyday communication initiatives. The key difference is participation. An ad campaign is something you do to people. A movement is something people choose to do. Can you harness the power of a movement in your business? The following is a basic anatomy of what makes a movement successful."

Anatomy of movement