Social Innovators Collective - Strategy for Changemakers

Strategy for
Changemakers
Lee-Sean Huang | leesean@purpose.com | @leesean

Introductions

Lee-Sean


Purpose initiatives have mobilized millions
of people to achieve social change

Purpose initiatives have mobilized millions
of people to achieve social change
We build rapidly scalable communities, united by a commitment to a
common belief, by bringing people together to take collective action.

Introductions


Introductions

* Who are you? (name, organization/project)


Introductions

* What brings you here?


Introductions

* What brings you here?
* What do you hope to get out of this session?


Student Takeaways


Student Takeaways
* Define and demystify the term “strategy.”


Student Takeaways
* Understand why strategy is essential during all
stages of your project.


Student Takeaways
* Learn how strategy can help you take control of
your workflow and the outcomes of your actions.


Student Takeaways
* Learn how strategy can help you take control of
your workflow and the outcomes of your actions.
* Leave with a simple set of frameworks you can
apply to your strategic process.


Can we agree on some norms?



* Feel free to share, tweet, Instagram, blog this session.



* I will share the PDF of the deck afterwards.



* I will share the PDF of the deck afterwards.
* But PLEASE do not disclose what your classmates
share without asking permission first.


What is strategy?
Why strategy?


What is strategy?


What is strategy?
Strategy: a plan of action designed to achieve a goal


Strategy +
Social Innovation


?
Strategy +
Social Innovation


“Social innovation refers to new strategies,
concepts, ideas and organizations that meet
social needs of all kinds - from working
conditions and education to community
development and health - and that extend
and strengthen civil society.”


Strategy

A
B


Strategy

Current A
State
B


Strategy

Current A
State Desired
B
State


Strategy is:


Strategy is:
doing,


Strategy is:
doing, being


Strategy is:
doing, being
& becoming.


Strategy is a Process


S
T
R
A
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Y Lee-Sean Huang | leesean@purpose.com | @leesean

S
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I DEN T ITY
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Y Lee-Sean Huang | leesean@purpose.com | @leesean

Henry Mintzberg


Henry Mintzberg
“Strategy is a pattern in a stream of decisions.”


Alfred Chandler


Alfred Chandler
“Strategy is the determination of the basic long
term goals and objectives, and the adoption of
courses of action and the allocation of resources
necessary for carrying out goals”


Alfred Chandler
“Strategy is the determination of the basic long
term goals and objectives, and the adoption of
courses of action and the allocation of resources
necessary for carrying out goals”

“Structure is the design of the organization.
Structure follows strategy”


BUT


BUT
STRATEGY


BUT
STRATEGY > GOALS


BUT
STRATEGY > GOALS
PLANNING


Michael Porter


Michael Porter
“The steps we take are not the strategy.”


Michael Porter

“The essence of strategy is choosing to perform
activities differently than rivals do.”


Michael Porter

“The essence of strategy is choosing to perform
activities differently than rivals do.”

“The essence of strategy is being unique.”


What makes you unique?
* Cost
* Speed
* Newness, novelty, innovation
* Experience
* Service
* Geography
* IDENTITY!


examples


Meu Rio is redesigning the user interface
for civic participation in Rio de Janeiro.

Meu Rio is redesigning the user interface
for civic participation in Rio de Janeiro.
We are a non-partisan democratic youth
movement. We create online tools to
connect citizens and ensure that they
have a voice in the decisions that are
transforming the city.

Our Values We believe that increased participation by youth
and members of the emerging middle class in the
political process will help bring about greater
accountability and transparency.

We are non-partisan and independent. We don’t
accept money from government or political parties.

We believe that the internet can serve as a school
for a more robust democracy.

We are committed to open source sharing.
We value remix and reuse.

Evaluation Principles for Campaign Themes
▢ RIPE ! SALIENT
Is the issue in the news/being talked about? Is it something that has strong public support and a
groundswell of concern among our target audience?

▢ ACTIONABLE
Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political,
social, or cultural action that can be taken to aﬀect change?

▢ POLITICAL/CULTURAL IMPACT
Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign
needs to directly inﬂuence the political process, each campaign should have some short, medium, or long
term political objective or impact on behavioral/cultural change among the citizens of Rio.

▢ COMPARATIVE ADVANTAGE
Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner
organizations working in the same space? Does Meu Rio have a comparative advantage because of our
member base, brand equity, and/or innovative use of technology?

▢ EARNED MEDIA/LIST GROWTH
Will running the campaign generate free earned media and/or promote Meu Rio membership growth?

Evaluation Principles for Campaign Tools Tactics
▢ CONNECTIVE
Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people
closer with their decision makers?

▢ PARTICIPATORY
Is it open-ended enough to invite participation but guided and usable enough to actually use?

▢ USER SERVICE
Does it have a clear theory of change? Does the experience inspire, delight, or motivate users?

▢ SCALABLE
Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)?

▢ REUSABLE
Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-oﬀ novelty?

▢ HACKABLE
Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/
movements?

▢ AWESOME/INTANGIBLES
Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?

STRATEGY > LISTS


STRATEGY > LISTS
RECIPES


Cooking Analogy


Dinner Party Considerations
Context? Weather, geography, seasonality?
People? Who are you? Your guests?
Goals? Measurements? What is success?
Plans, recipes, lists?
Make choices.
Communications?
Documentation and sharing.

THERE IS NO SECRET
SAUCE FOR STRATEGY!


Framework for Developing Strategy
1. Current State: Where are you now?
2. Desired State: Where do you want to be?
3. Document and Share.
4. Prioritize.
5. Simplify.
6. Test. Recalibrate. Repeat.

What’s your strategy?
Questions?


THANK YOU!

Social Innovators Collective - Strategy for Changemakers

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