Just wanted to share this interesting experience I’m having here at BECC. There’s a lot of people here, over 650, and from all over the nation and world. So, what are the chances that I unknowingly sit next to four people I know fairly well on my first night? And two more today?
Apparently very high. And don’t worry, I’m also meeting many new other people–program designers, social marketing consultants, computer programmers gone energy-geek, and even today’s keynote speaker David Gershon, Founder & CEO, Empowerment Institute and inventor(?) of the EcoTeams concept.
I had a special opportunity over lunch to end up sitting next to Mr. Gershon, where we shared more about each other’s work and he quizzed me (yes) on my take-aways from his keynote. Not a difficult questions since I learned a lot about the EcoTeams and some interesting insights of his.
His lecture spoke about getting out of “the box” that is information intensive, economic incentives, monoculture programming, and command and control models. His EcoTeams concept really speaks to the opposite, that people want a lot of things, and we need to know what those are and show how our work helps them achieve those wants. And it’s not always the message you traditionally deliver. He talked about how neighborhood EcoTeams were successfully marketed as 1) conserving natural resources for future generations and 2) getting to know your neighbor. Not to be green or to be carbon neutral…though those are very real outcomes of the program.
What kind of unique challenge does this offer organizations that are really pressured (in the culture of non-profits) to be on message about mission? How can our organizations be organized and communicated to avoid being pigeon-holed into a particular MO?
The other big take-away was that Gershon advised, “DO preach to the choir.” They are your first adopters, and they make up 15% of your audience. Only when you get them on board will the First Majority follow, because that’s what they do. The First Majority aren’t risk takers, they just want to be seen as leaders after it’s proven. They make up 35% of your audience. Second Majority are another 35%. They act when it looks stupid not to act. (Like not wearing a costume on Halloween, personal example.) Last adopters will possibly never act unless it’s built into their infrastructure or system.
To do list: Social Change 2.0 – Gershon’s book on Second-order Systems Change
Heading off to another set of breakouts!
Common Spark* 
Sounds like a great conference with content applicable to many aspects of life.