It's September 2023, AI cemented its place in the mainstream, drastically influencing how we share and consume content. Yet, despite this shift, many impact leaders, from educators to tech pioneers and climate champions, grapple with a timeless challenge: how to truly make a difference in the lives of individuals and broader communities. One key to unlocking meaningful change lies in involving a community on the journey.
Consider the story of the Narodniks movement, a precursor to the Russian revolution. It underscores the essential nature of involving a populace to instigate change. The Narodniks initially failed to persuade farmers and peasants that the ruling Tsarist regime was detrimental. Their subsequent strategies, including agitation, led to heightened governmental oppression, kindling a revolutionary spirit. This tale prompts an ethical reflection, urging us to question the means we employ to achieve ends.
Their approach could somewhat mirrors modern-day scenarios if we use our imagination. For instance, if climate activists were to adopt extreme measures to emphasise a point, such as exacerbating global warming deliberately, would their actions be justifiable? If that last sentence seemed ridiculous to read as it felt to write, trust your gut, however the point remains strong. The lesson here lies in how we communicate and share our convictions. Impact leaders must ask: how can we convey knowledge effectively and compellingly?
As impact leaders often have the knowledge others do not, and a deep domain knowledge, the questions become how do you disseminate that knowledge in an inviting and approachable way, that fits the changing dynamics of the media landscape? Do you employ AI driven bots to win over the hearts and minds, or do you look for new ways to involve the hearts and minds of the community from the get go of the media assets from the get go?
Today, we observe a monumental shift in social media dynamics. The traditional role of "influencers" is evolving, and the boundaries between classic cable TV and online content blur. But as this transformation unfolds, we must evaluate the essence of the term "social" in media. How can we effect change in perceptions, especially among those who would benefit most from our initiatives?
So, what is the future of media? How can we discern the value of content in an age where production is democratised? Execution and ideas will always be pivotal, but a significant element for fostering community and influence lies in the content creation process itself. By integrating key stakeholders into this procedure, they can become advocates for the envisioned change.
Soon, content might bear an "origin label", letting users trace its creation. Such transparency could help mitigate the rampant misinformation and authenticity crisis. Applying a "know what you consume" philosophy, akin to food, isn't far-fetched for content. It can indeed be a countermeasure against the "post-truth" era.
To genuinely involve your community in impactful stories, involve them in content creation. Whether as guest experts or contributors, this inclusion not only fosters brand champions but also ensures genuine representation. For larger projects, "building in public" on interactive platforms can be beneficial. Polls, feedback loops, and other engagement tools can ensure the project aligns with community interests.
Another strategy is to nurture spaces fostering community discussions on specific subjects, steering dialogue with curated contributions. This tactic is especially potent for product-centric businesses aiming to drive community impact.
Reflecting on the Narodniks movement, their primary oversight was neglecting direct involvement with their target community. They sought change by creating unbearable conditions, hoping to validate their stance eventually. Although they achieved their immediate goal of overthrowing the Tsar, issues persist in modern-day Russia regarding governance.
The systematic change they pursued in the end was impacted at a cost un foreseen. Was it worth it? Thats a questions for another newsletter, and maybe not this one, however the lessons that can be learned are profound. Involving your community in your endeavours, be it through content creation, or direct ask and receive feedback loops into your creation process, isn't just strategic—it's fundamental for lasting, meaningful change. Go well, Patrick