If you want to launch a movement effectively, leverage existing networks rather than build a community from scratch.
This may go against a lot of the inspirational messaging you hear around achieving your goals and impacting the world. Many people in their 20s and 30s are inspired by the concept of “grinding” their way to success, or are inspired by one person who suddenly rises to prominence seemingly through their own determination.
But carving a path on your own with the aspiration of gaining followers is a very big challenge.
I’ve found a more effective way is to leverage existing networks. There are so many communities that already exist that can benefit from what you want to offer. And compared to going it alone, this method may be quicker and easier than you may appreciate.
The key is understanding that within each network, there are a few super-connectors or gatekeepers that have greater influence within the group. But it’s not enough to just identify these super-connectors. You need to clearly articulate the value to these connectors, who can in turn inspire the members of the community to get behind your initiative.
So if you’re trying to gain traction with a new initiative, focus your energy on identifying existing communities that you can tap into, rather than convincing others to follow you. If you can do this, soon enough the momentum will shift into growing and fostering your own community.