How to make a movement. Lessons learned from dancing guy.
Being an analytical learning-addict, I can’t help but distill some lessons from this “Guy Starts Dance Party” video taken last week.
You can’t help but smile. First at the guy, then at the reaction. It’s so fun!
But this is also the most obvious, instant, and visual example of how to start a movement, that books like Tribes and The Tipping Point have covered so well.
For anyone interested in starting a movement, or hoping others start a movement around your company/mission/music, how can we describe what we see here?
- The leader has to be doing it for his own sake — not trying to start anything.
- He has the guts to look a little ridiculous, but not care. Most are too shy to stand out like that.
- He’s so clearly having fun that others think, “He’s having more fun than me. Maybe I should join in.”
- What he’s doing is so simple, it’s almost instructional. Even if you usually don’t, you could do that.
- The turning point is when he gets one follower. Following the leader, and also clearly having fun doing it.
- But maybe they’re just two freaks? Hmm... better not get involved yet. Tempting, though. Wait and watch.
- It’s important that they were very public — seen by everyone. Movements need to be visible.
- Now comes the second follower. It’s almost a crowd. If you were to join in now, you wouldn’t be a freak. Hmm... maybe?
- The tipping point is the next two people that jump in. Now it’s a crowd!
- Three more jump in immediately. Momentum! It’s a movement! No reason not to. Let’s go!
- Every adventurous person in the crowd jumps in.
- Finally, every non-adventurous person in the crowd jumps in, because they’d be ridiculed if they don’t.
So if you wanted to make a movement, what lessons would you take from this?
- If you want to be a starter, have the guts to stand out. Make your actions easy to imitate. Fun to follow. Attract attention. Show everyone what you’re doing.
- If you find a lone nut doing something great, have the guts to follow him/her. You’ll also stand out, but you’re serving one of the most important roles in making this a movement. Show everyone how to follow.
- Found something cool that only a few freaks are doing? Get some friends and say, “Let’s go!” Jump in.
Doing something that needs followers? Help fan the flames of this process.
- Shine a spotlight on the first fan that loves you. Help them be a starter. Show what they’re doing, and how happy they are.
- Help your second fan join together with the first, instead of also dancing alone.
- Make sure they do almost exactly the same thing, so it’s easy for others to also see how to join.
- Give a few early adopters the courage to jump in together with the first. Make sure they stick together as a group.
- Now it’s not about you, it’s about them. Publicize the group, not yourself. Make it fun to join.
- Make sure all late-adopters can see what fun the early adopters are having.
I've got to be unstoppable. I gotta be unstoppable...
Great advice. A lot of musicians want to have fans. But hardly anyone ever gives advice on how to be a fan.
That is one of the greatest things I've ever seen! I wonder what motivated him in the first place?
Happiness, "positive vibrations' uncomplicated "from the heart" all these things are infectious and to EVERY human on the planet..."viral"
talk about a big market :o)
This idea is also applicable to larger social movements that are driven by crisis. The mass conception of how a society must be operated is shaped by people who are driven by their self interest rather than the good of the whole, with carefully crafted propaganda and historic establishment. Breakdowns eventually occur because the larger systems are not built for success but for exploitation. Great upheavals (for better or worse) occur at such inflection points and the value of positive quality movements at such points to outlast the negative ones can not be overestimated in their importance. The Satz clock is an attempt to start a movement around the forgotten concept of actual freedom rather than pretend freedom. A very profound book that proposes the underpinnings of such a movement with its proofs and theorems is "The market for Liberty" by Linda and Morris Tannehill. Hopefully the Omni Opera "The Satz Clock" can help further the principles laid out in this high quality treatise along with its other amusing comedy about the contradictory and ironic nature of morality.
I wonder if the camera had any influence on the outcome?
It is a well know phenomenon in science that observing an experiment changes the outcome.
Who really owns the movement: the first guy, the second, the third? It reminds me a little bit of the early rock and rollers who were the creative force behind a new movement, but who saw very little money from it. The second or third people are the ones who really got things going and profited. Using Elvis as an analogy: He was the first guy; Sam Phillipps was number two; Col. Tom Parker was number three. Elvis got to keep more of his money than most (His estate, though, is much larger now than when he was alive.), but Phillipps and Parker really created the Elvis phenomenon--They're the ones who really capitalized on his uniqueness. (Little Richard or John Fogerty might be better examples because they saw far less money from their initial successes, but I don't know the details of their stories as well.)
What's my point? It seems that successful musicians need to be numbers 1, 2, and 3 or at least have a hand in each step (mixed metaphor?)of the process. That requires a pretty large skill set!
The crowd really gets going and the music stops. Hmmm....I think a great artist (show-woman) would have seen the crowd building and kept going. Could have been a major breakthrough moment for the artist having 1,000's associate your song with this "spontaneous" wild moment. How large would the crowd have grown if the music kept playing?
A clear case of momentum interruptus. ;)
Actually, I believe the second person started dancing just to make fun of the first guy that was dancing...
I've been to a lot of festivals and have seen this mentality... and that's exactly what it seems to be here.
The 3rd guy also joins to mock the first guy a bit... and then 2 more join cuz they think it's funny...
And then BAM! The context of the whole dance changes and everybody realizes they can just stand there, jump and go bonkers and nobody will care!
So now everyone joins the fun :-)
I like Derek's conclusions from the video though, they are very important. :-)
@Spartz
Bas - I totally agree with you. Great point. Thanks for including that. — Derek
amazing video, and leave it to you to point out a lesson we can all learn.
agree on the second mans status.
it's sometimes braver to jump in with a person who others perceive as a bit loony.
Awesome post! I love folks running to get involved in the movement. You can see the excitement and the fact that they don't want to miss out on it.
I read a blog a while back by Nathan McGee that dissects starting movements, and it hits on many of the points called out here (http://www.socialmediatoday.com/SMC/45510). Four of the 7 steps Nathan notes really stand out to me as key... make it popular, rally the troops, set up communication (encouragement), and get noticed.
I watched this a few times and then showed my wife. She said it reminded her of what happens in most night clubs.
Personally, it made me think of that old idea of permission. The idea that other people need permission to like or do something.
Years ago it was Rolling Stone championing a group, nowadays it seems like Pitchfork helps give people permission.
The dancing guy gave permission to the rest of the crowd. Fascinating video. Thanks Derek.
This is so freakin awesome Derek. So glad you are posting daily these days!
The real hero here: Santagold
I love when the momentum builds, and you suddenly see folks RUNNING from wherever they were to take part in the "dance party". Like they absolutely cannot wait to take part - awesome!
I also love that the song that they're dancing to is Santigold's "Unstoppable", which is how we need to feel when we're starting our own musical movements. That's also synchronicity at work!
It's interesting, Derek, that you see the left-brain-analytical lessons in this video, while I notice the right-brain-creative-spiritual ones. A "picture" is definitely worth a thousand words!
This reminds me of two things:
1. Frank Sinatra's people admitted to hiring women to go up close to the stage and start fainting when Franky came on stage...they found that as soon as the hired fainters started doing their thing, suddenly other random women joined in...making Franky appear to be more of a god than the mediocre singer he ultimately was. Never underestimate the power of a well-organized posse.
2. I once witnessed a huge herd of sheep in England laying on the grass. I was laying on the grass as well far away having a beer. One of the sheep decided it was time to get up and move to another part of the grass across the road. Soon another joined in, and then all one thousand sheep decided it was a good idea. There was no feeding going on, no better grass on the other side of the road, and the sun was shining on both sides of the road. All one thousand sheep crossed the road and layed back down...just because one of the sheep thought it was a good idea.
Look around...everyone wants to be part of a group. When a person is alone, they have only themselves to tell them what is OK to do. When they get in groups, suddenly they start dressing funny, dancing funny, and doing things they would never do if they were alone.
Getting into a group transforms most people into sheeple.
I haven't performed in awhile due to health issues, but the last performance I did is proof positive of what you say here, Derek.
As a performing singer/songwriter, the most important lesson I learned over the years is that the show isn't about me...it's about YOU, the audience.
In my last show, I double-billed with a friend, and we traded on and off the stage doing very short three-song sets, plus doing a couple of Johnny Cash/June Carter covers. Absolutely every decision we made in planning this show was based upon delighting the crowd, and we even invited various attendees to the stage to join in on a couple of songs throughout the night.
The crowd got so fired up that by the time the whole two-hour show was finished, people were having a wildly good time, and never in my life did I feel such a sense of satisfaction in creating so much joy in my community, if only for a few hours.
When doing a show, set aside your ambition and ego, and think of what would make you as an audience member have a good time.
While this dancing crowd did indeed happen by accident, in a way, there are things musicians can so simply do to foster this kind of environment.
It just takes a little creativity and a lot of humility.
hahahahaha! :-))
Unstoppable!
The majority of people are followers. It is easy to lead if not afraid to act the fool, and this delightful video is a tetament to this fact.
Get a guestbook gather one name/fan at a time.
In all my years of performing, I've learned to appreciate the lone crazy dancer. That one person has to ability to turn a dead crowd into a party!
Wow! I LOVE it. Great example. Get out there and shine! Patti
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Getting people up to dance is part of what I used to do in my profession. There is an art to it. Not everyone is a willing participant - until there are others on the dance floor. When choosing my first 'guinea pigs' I look for certain personality types - outgoing A types, as Derek mentioned, willing to make fools of themselves while showing off a little. Then others will join in. Again as Derek wrote, it is important to find fun-loving gregarious, happy people and then dance WITH them. Don't leave them off to the side to do their thing. Include them in the act. True alcohol helps, because it lowers the inhibition level, but it's not necessary. Audience participation is a large part of Arabic music and dance and artists encourage it whenever they can. It's so much easier to live the music when you're moving to it.
Seeing that makes me feel ill and angry. But if I saw people going crazy at a metal show it would be cool. Much prefer standing a few feet above the masses to being down in the crowd, in any case. When the bodies start flying, it's a rush!
This simply shows the power of "ONE". That one person who is not afraid or ashame to step forward, committed, ignoring all critisims can move mountains of people to act.
Derek,
This is a great post. Enough said!
ME ENCANTAN LAS REFLECCIONES Y LAS LECCIONES.ME ENCANTARIA SER UNA EXELENTE PATROCINADORA Y LIDER,TENGO QUE PERDER UN POCO MAS LA POCA TIMIDES QUE ME QUEDA Y ESTOY DISPUESTA A ESO Y MUCHO MAS ME ENCANTA LIDERAR Y FORMAR MI ORGANIZACION ME CREO MUY CAPAZ DE ESO.ENVIENME TODA LA INFORMACION Y VIDEOS Q ME PUEDA SER DE AYUDA.GRACIAS
As a related instructional experience, watch the behavior of flocks of geese: taking off, flying, landing. Actually, there is no one "leader" to a flock; when geese fly in formation, they take turns leading. Watch which goose is first when a flock begins to take off; then the immediate next ones; then the rest of the entire flock.
Addendum: Actually, John Cage and I discussed this kind of thing in an interview (which wound up more of an even dialogue). He was concerned with how to get groups to do something without having one person (or government) giving a command of exactly what everyone is to do together at once. This interview is included in my 1997 book "Choral Conversations," which (coincidentally) is being prepared for publication an updated, expanded second edition. I might make the Cage interview available by itself as an e-book of some kind; was thinking about that this morning.
(If you're interested in the Cage interview, let me know by e-mail, via my website, or through a message on Facebook. Don't buy the old edition of the book! Wait for the new one--less expensive, and better!)
That should read: "...publication as an updated..." This is why I have editors/proofreaders for things that wind up in print! :-)
muy interesante el procedimiento a seguir para crear un movimiento masivo. Estoy interesado tambien a crear uno, asi que toda info o sugerencias...Bienvenida..!!!
Mis mas sinceras felicitaciones al creador de estos parrafos tan enriquecedores.
Love this article! It's not about us, but about the people we cater through music... awesome!
I love the concept. People are followers. See "case & point" ...I am following the leader by commenting on this video. i could rebel and just ignore...but i want to be a part of this apparently...RIGHT!!! what about you???
Peace & Blessings!!! Judy......however....I AM A LEADER!!! smile..... the next person that comments .is following me.!!! THINK ABOUT IT!!! OKAY..from your LEADER!!! smile. DUPLICATE ME and you will be a LEADER too! Just like me!! Remember .."Follow the Leader" .smile...Think about it....??
Nice
I like your first point, which is the flip side of "not trying to be a leader for himself, but for others."
I am so tired of so many parents (and other people) wanting their children (and other people) to be leaders. Not me. I want people to be willing to be leaders, to observe and have initiative as appropriate, but not to be wanting to be leaders. Some of the folks who "want" end up being better at talking than at listening.
I only lead when I see a chance to help, not because I want to be a leader. Then my leadership feels natural to me and others.
Hello,
We just viewed your TED Talk about How to Start a Movement. With this theology in mind, we are interested in inviting you to speak at our upcoming conference.
Please email me to discuss.
I look forward to hearing from you!