There's a great article today by Pete Blackshaw on ClickZ about activist marketing. Activists have an attitude that marketers can learn from when it comes to getting their points across - and in studying them, he's come up with his Five Ps of activist marketing:

Pure
Passionate
Prophetic
Poor
Paranoid


The idealist in me agrees completely with all five Ps, but the marketer in me would like to drop Paranoid from the list.

Let's talk about a new way to Persuade People. How about trying to implement Practical Consensus? Native Americans have used consensus as a way to govern, and I think we could learn a lot from their approach. Here's a Practical Consensus guideline I found on the University of Massachusetts web site. (The Native American Massachusetts were driven to extinction by epidemics in the 17th century, but that's another story.)

Practical Consensus exists when:

1. All members have been heard from, fully, frankly and respectfully, and have honestly and sincerely expressed their views and feelings.

2. All views have been weighed without prejudice. (Participants should keep their minds open, and argue not to win but to help achieve their "desired outcome.") Win-Win attitudes are crucial.

3. All relevant information has been shared equally among team members.

4. No egos have got in the way!

5. All members are willing to act as though the decision were their own.

Practical Consensus can be achieved when team members:

6. Avoid "arguing" for a point of view, but approach the task on the basis of logic and data.

7. Resist the temptation to change their minds simply to duck conflict or reach an insincere agreement.

8. Support solutions that they can go along with, even if they're not (apparently) ideal.

9. Avoid "conflict-reducing" strategies, such as majority voting, averaging, or compromise.

10. View differences of opinion as a help towards clarification or unexpected solutions


Imagine that approach to persuasion. Granted, it's much more of a one-to-one approach, but if you think about it, your online marketing efforts can now be dialogues - thanks to the new tools we have available.

Let's look at Persuasion in a different way. Forget Paranoia - how about a move toward Practical Consensus?
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5/17/2005 9:07

Five Ps of Activist Marketing

There's a great article today by Pete Blackshaw on ClickZ about activist marketing. Activists have an attitude that marketers can learn from when it comes to getting their points across - and in studying them, he's come up with his Five Ps of activist marketing:

Pure
Passionate
Prophetic
Poor
Paranoid


The idealist in me agrees completely with all five Ps, but the marketer in me would like to drop Paranoid from the list.

Let's talk about a new way to Persuade People. How about trying to implement Practical Consensus? Native Americans have used consensus as a way to govern, and I think we could learn a lot from their approach. Here's a Practical Consensus guideline I found on the University of Massachusetts web site. (The Native American Massachusetts were driven to extinction by epidemics in the 17th century, but that's another story.)

Practical Consensus exists when:

1. All members have been heard from, fully, frankly and respectfully, and have honestly and sincerely expressed their views and feelings.

2. All views have been weighed without prejudice. (Participants should keep their minds open, and argue not to win but to help achieve their "desired outcome.") Win-Win attitudes are crucial.

3. All relevant information has been shared equally among team members.

4. No egos have got in the way!

5. All members are willing to act as though the decision were their own.

Practical Consensus can be achieved when team members:

6. Avoid "arguing" for a point of view, but approach the task on the basis of logic and data.

7. Resist the temptation to change their minds simply to duck conflict or reach an insincere agreement.

8. Support solutions that they can go along with, even if they're not (apparently) ideal.

9. Avoid "conflict-reducing" strategies, such as majority voting, averaging, or compromise.

10. View differences of opinion as a help towards clarification or unexpected solutions


Imagine that approach to persuasion. Granted, it's much more of a one-to-one approach, but if you think about it, your online marketing efforts can now be dialogues - thanks to the new tools we have available.

Let's look at Persuasion in a different way. Forget Paranoia - how about a move toward Practical Consensus?

Posted by at May 17, 2005 9:07 AM

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