Duncan Lockard

1. DUNCAN@CHANGE.ORG

2. Technology has disrupted nearly
everything we do

7. But it hasn’t yet disrupted
democracy

8. Ordinary people can do
extraordinary things

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

10. 1. Authentic personal stories

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

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

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

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

16. Incremental
Systemic
V.S.

17. INCREMENTAL
Body cameras on police
Criminal justice reform
SYSTEMIC

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

19. Decision Makers have vested interests
Get elected Maximise Profit
Response will impact those interests
Sustained mass public mobilisation
1
2
3

20. Persuade more people that
change is indeed possible

21. 1. Authentic personal stories

23. ‘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.’

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

25. AUTHORITY:
PERSONAL EXPERIENCE
REACH:
SOCIAL SHARING
SUPPORTERS:
CONDITIONAL AFFILIATION
AUTHORITY:
POSITIONAL LEADERSHIP
REACH:
PR / ADVERTISING
SUPPORTERS:
LONG-TERM LOYAL
Institutional Crowd

26. 1
Authenticity carries credibility2
Elevate the stories of your product creating
value, and get out of the way3
Personal stories cut through
INSIGHTS

27. 2. Frictionless distribution

28. K factor
# new recruits each user brings

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

31. Control +2% +35%

33. ?

34. 1
Identify your critical metric to optimise on - that
balances growth and monetization2
Know your k factor and experiment on it
relentlessly
INSIGHTS

35. 3. Moments to movements

41. Bridges

42. Yulin
Cecil

44. 1
Personalized and relevant content wins
(use algorithms!)2
Identify your AHA moment and make sure people
experience it
INSIGHTS

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