Duncan Lockard

1. DUNCAN@CHANGE.ORG

2. Technology has disrupted nearly
everything we do

6. But it hasn’t yet disrupted
democracy

7. Our mission is to renew democracy
by increasing civic participation to
create more accountable &
responsive institutions

8. CONFIDENTIAL
2010 2011 2012 2013 2014 2015 2016
175M
USERS

9. 1. Authentic personal stories

10. 1. Authentic personal stories
2. Tech to share them rapidly

11. 1. Authentic personal stories
2. Tech to share them rapidly
3. Mass mobilization of people

12. 1. Authentic personal stories
2. Tech to share them rapidly
3. Mass mobilization of people
Responsive and accountable decision
makers

14. Incremental
Systemic
V.S.

15. INCREMENTAL
Body cameras on police
Criminal justice reform
SYSTEMIC

16. Companies reduce use of coal
Global climate agreement
INCREMENTAL
SYSTEMIC

17. How do we empower
our users to make
systemic change?

18. Decision Makers have vested interests
Get elected Maximise Profit
Believe their response will impact those
interests
Sustained mass mobilisation
1
2
3

19. Persuade more people that
change is indeed possible

20. 1. Authentic personal stories

22. ‘Well, I am rachel.I am 14 years old and I have been a victim of domestic violence.’
‘I didnt know that what happened in my home was different to any other family
home, as a child how could I have known any better?’
After a major DV incident, my brothers,mum and I immediately and became
homeless for nine solid months … I began to develop major mental illnesses such
as;Bulimia , Depression,Anxiety ,dissociating issues.
‘I wanted help ,but didn't know how to get it.’
‘If domestic violence was addressed within the public schools educational
criteria ,i could have gotten help and saved my mum.’

23. AUTHORITY:
POSITIONAL LEADERSHIP
REACH:
PR / ADVERTISING
SUPPORTERS:
LONG-TERM LOYAL
Institutional
THE OLD PLAYBOOK
LOBBYING
POLICY WORK
MONEY
INSIDER RELATIONS
ORGANIZATIONAL REACH

24. AUTHORITY:
PERSONAL EXPERIENCE
REACH:
SOCIAL SHARING
STRUCTURE:
COMMUNITIES OF INTEREST
AUTHORITY:
POSITIONAL LEADERSHIP
REACH:
PR / ADVERTISING
STRUCTURE:
INSTITUTIONS
Institutional Crowd

25. 1
Authenticity carries credibility2
Elevate the stories of your product creating
value, and get out of the way3
Personal stories cut through
REFLECTIONS

26. 2. Frictionless distribution

27. K factor
# new recruits each user brings

29. Overall value per
signature
DIRECT REVENUE
RETAINED NEW USER LTV
INDIRECT REVENUE (SHARES)

30. Control +2% +35%

32. 80% to 95%
confidence?
2x experiment
velocity?

33. 1
Set targets around experiment velocity2
Identify your critical metric to optimise on - that
balancing all business needs
REFLECTIONS

34. 3. Moments to movements

40. Yulin
Cecil

41. 1
Use algorithms to segment users and identify the
most relevant content for them2
Identify your AHA moment and increase the number
of people that experience it
REFLECTIONS

42. Our mission is to renew democracy
by increasing civic participation to
create more accountable &
responsive institutions

43. DUNCAN@CHANGE.ORG