Here it is as promised. Your own how-to create a new industry. Be warned, not all things are legal or for that matter even right. Use your descretion and take full responsibility for your choices and actions. I am not responsible for any trouble you get yourself into with your new-found knowledge. Without any further delay, here it is:
Reaching individuals – a grass roots approach
Steps
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Controlled release of information – advertising, press releases, buyer’s clubs and fliers.
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“Experts” emerge – people who are directed to write books focused on the goal. Usually several “unrelated” people positioned in desirable market sectors.
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News – Several staged news events are planned and implemented.
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Walk and Talk – Experts begin public speaking tying the new events into their stories and interpretations of how it effects the new, emerging industry.
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Background Buzz – as all of this happens, people become conditioned to the idea that this is an industry already and that it is real. They stop questioning the reality of it and assume that it is more than talk.
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Groups are formed – This follows cult-like processes. It is designed to build a strong following of focused brand ambassadors. They are supplied and guided through persuasion and strategic market planning. They are rewarded for performance and recognized for above average dedication.
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Groups Support and Alliances – The groups begin to form alliances with “sponsors” (aka. Corporations) that are part of the industry development body. This gives the groups more credibility and some funding to grow with.
All of this is designed to create a thing called “social matching”. Social matching polarizes people into identifiable groups (demographic groups) so that their specific motivations, hot-buttons and responses are predictable. People of like mind and values will naturally become groups. Here, we’re just helping it along a bit.
They see the group and its message and say, “Hey, I believe that. I like them. How can I join your group?” Then group dynamics go to work on them.
If this makes you a bit uneasy, don’t worry. You’ve been exposed to this process since the early 1980′s. If it hasn’t killed you yet, you’ll probably be fine.
Running a mini-campaign of your own
The whole sequence above fits into a fairly simple process. First, the concept needs to be introduced in an non-threatening way. This step doesn’t focus directly on anyone, it just says, “this is a good thing for people”. That way they are introduced to it in a “safe, non-direct” manner. This way the broader group can warm up to the ideas without feeling like they are being sold to.
Next up, people look for leaders. Most people want to follow, not lead. These people are seldom the people who are actually running the campaign. You can’t maneuver if everyone is watching you. The new leaders are created by you and will follow you. They become your first direct communication vehicle with your markets. Minimum of one leader for each market segment (group).
You will provide the outline and message that the experts and market leaders will use, and they will implement it. You will use these groups to limit the entry of rogue raiders and as a means of creating self-governing bodies for the new industry.
That’s pretty much it in a condensed form. From here, the game gets more complex and the players a bit more well defined. We’ll discuss that in greater detail in a later Blog.
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Tags: business strategy, corporate intelligence, persuasion, sustainability
