I got an email this morning from Labor for Bernie, urging me to sign up to continue the movement. My wife saw a note from Bernie himself, on Facebook. Both urged us to join the ongoing movement by signing up at OurRevolution.com.
So I clicked over. And this is what I saw:
Landing page of OurRevolution.com
It’s designed like a classic marketer’s landing page with only two options: sign up or send money. Except that a classic marketer’s landing page describes the project it’s selling—sometimes, in great detail. This time—not a clue about what this organization is going to stand for.
I’m a strong Bernie supporter. I love that he was able to bring a progressive agenda into mainstream US politics—after watching so many fail before, from Jesse Jackson to Howard Dean to Dennis Kucinich. But I’m not signing.
Too many times, I’ve seen organizations co-opt supporters by turning out to stand for something other than they pretended, going back to the Socialist Workers Party’s attempt to co-opt the Vietnam peace movement when I was a teenager. Here, I don’t even see a pretense. I see nothing about what this organization will stand for, what tactics it will use, etc.
Even for Sanders, I don’t write a blank check. Not financially, and not in my commitment to an organization whose tenets I can’t describe. Even for Bernie, I won’t sign blind.
The two big messages of the Democratic Convention were Hope and Inclusion. Hope, of course, was one of the two themes (along with Change) that propelled Barack Obama to the presidency in 2008.
I have plenty of issues with both Obama and with Hillary Clinton—but government is supposed to be bipartisan, not spoil-sport-losers-blocking everything. The Democrats even allowed George W. Bush to govern, despite his awful, destructive policies from which the country is still recovering. That Obama has been able to get anything done in this climate (and as those two links above prove, he’s done quite a bit) is remarkable. That the Republican Party has thwarted the will of the people over and over again these 8 years is shameful.
Obama also has a tendency to “roll over and play dead” unnecessarily. To name one example, that he gave up so easily on filling the Supreme Court vacancy caused by Scalia’s death is shocking—and very bad precedent. As a former community organizer, Obama should have had a clue about how to break he deadlock—keep the apparatus that twice elected him president active, to deluge Republican legislators with calls and letters supporting particular pieces of Obama’s agenda—to keep people involved and motivated while at the same time disassembling Republican intransigence, making its revelry in being “The Party of No” politically difficult. Obama could have organized a backlash in the 2010 election and accumulated massive majorities in both houses. But he let his eager champions wither on the vine.
Hillary Clinton and Bernie Sanders
Inclusion may not be as powerful as hope, but it’s a very strong meme nonetheless. This year’s Republican candidate openly embraces hostility to inclusion—attacking Mexicans and Muslims along with immigrants in general, mocking disabled people, and even attacking the patriotism of decorated war hero Senator John McCain. So it’s a good move for Hillary Clinton to reclaim the emotional territory she gave up to both Sanders and Trump during primary season—and in this case, I do think it’s genuine. The first night of the convention, especially, was all about outreach to those who’ve felt disenfranchised (including the millions of supporters of Bernie Sanders). Clinton’s good dose of Policy Wonk may also be the antidote to Trump’s sketchy sound-bite promises about how he would govern.
The themes of inclusion, hope, and competence were in tremendous contrast with the Republican Convention, whose dominant message was fear—expressed in xenophobia. The other message of the Republicans was “we don’t have to give a crap about people we can beat up”–a big rallying point for those who agree, but a big push-away for anyone who might be a potential victim–and that’s a LOT of people. This is essentially the message of fascism, and it scares me to see it coming out of the mouth (and Twitter feed) of a nominated major-party candidate for President.
And this is why I will vote for Hillary even though my own politics are closer to Jill Stein’s, and even though I live in a state that will vote Democratic no matter what. I am not thrilled about voting for Hillary, but I will vote for her. I consider Trump the greatest threat to democracy and liberty in my lifetime. His repeated use of Hitlerian memes is very troubling. And I think very deliberate. I want Trump’s margin of defeat to be so “YUGE” that we never see his ugly politics again.
Looking at the election as a whole, I’d bet that Trump, a master marketer for decades, has studied NLP (Neurolinguistic Programming—an extremely powerful approach to getting inside people’s minds through the use of deep psychological triggers) and is far better at getting his (loathsome) message across than Clinton is. The Republicans have been using sound bites that appear to be based in NLP techniques for over 30 years, but Trump has taken it much deeper. Clinton, by contrast, is an old-school politician who hasn’t quite figured out the 21st-century shift in marketing from push to interactive. And Sanders has probably not studied marketing but he’s a natural. His brand is wrapped in an integrity that neither party nominee can offer—and he has a long background in (and deep understanding of) community organizing as well as electoral politics. When he started as a politician, Vermont was not exactly a progressive hotspot. I believe he helped create the climate where his state is now among the bluest in the nation.
Interestingly, all three are around the same age, spanning from Clinton’s 68 to Sanders’ 74 (Trump just turned 70)—yet the oldest, Sanders, had the strongest appeal to youth. And the younger candidates, from O’Malley to Rubio, were all eliminated months ago.
Someone faced with doubt rarely brings her best self to the table. Doubt undermines confidence, it casts aspersions, it assumes untruths…
[W]hat happens if you begin with, “the benefit of confidence” instead? What if you begin by believing, by seeking to understand, by rooting for the other person to share their best stories, their vision and their hopes?
I’ve never articulated this, but it’s a key part of my business philosophy. I assume the best intentions, and the ability to rise to greatness. Sometimes there’s a lot of doubt to overcome.
A client of mine who has now worked with me for several years first approached me by mailing a poorly written typewritten manuscript (probably typed in the 1970s) to my postal address, without including either a phone number or an email, with an almost incomprehensible cover note. I overcame my skepticism and modified and printed out a copy of my response to book shepherding queries, and told him in the letter that he had to give me an email address and phone number, and to get the book into a computer so I could send it to an editor. While I didn’t really expect to hear from him again, I think I may have gotten the job because I was polite and responded as I would to any other prospect. I said nothing dismissive or condescending and simply outlined the (many) steps it would take to turn this into a publishable and published book, and some idea of how much that would cost. He has done everything I suggested and the final book was so good that it won an Ippy Award and the screenwriter we hired to do a movie treatment fell in love with it.
While this was an extreme case, quite a few of my book shepherding clients were starting from an extremely rough place (including several whose first language was not English). They spend several tens of thousands with me by the time the project is done—and they are thrilled and amazed by the finished product. Quite a few have won awards.
On the green and social entrepreneurship profitability/product development and marketing consulting side of my business, I see similar patterns. Some companies would like to go green but have no idea. Others are already going down that route but would like to find a way to tie their work to something bigger. They want to do something that turns hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. Again, the process can be long and slow, but the results are worth it.
So while I’ve never articulated Godin’s “Benefit of Confidence,” I’ve lived it. Thanks, Seth.
Muhammad Ai probably wore boxing gloves like these. Photo by Wojciech Ner.
He was also a man of deep principle, foregoing his career for three years after refusing to fight in Vietnam.
This is what he said about that choice:
Why should they ask me to put on a uniform and go 10,000 miles from home and drop bombs and bullets on Brown people in Vietnam while so-called Negro people in Louisville are treated like dogs and denied simple human rights? No I’m not going 10,000 miles from home to help murder and burn another poor nation simply to continue the domination of white slave masters of the darker people the world over. This is the day when such evils must come to an end. I have been warned that to take such a stand would cost me millions of dollars. But I have said it once and I will say it again. The real enemy of my people is here. I will not disgrace my religion, my people or myself by becoming a tool to enslave those who are fighting for their own justice, freedom and equality. If I thought the war was going to bring freedom and equality to 22 million of my people they wouldn’t have to draft me, I’d join tomorrow. I have nothing to lose by standing up for my beliefs. So I’ll go to jail, so what? We’ve been in jail for 400 years.
Agree or disagree with him , you knew where he stood.
Ali was also a humanitarian and philanthropist, using his fortune—a fortune amassed not through inherited wealth and speculative business ventures, but by coming up out of poverty and putting himself in the ring to be slugged again and again by some of the strongest people in the world—for social good.
Of course, it helps that he inherited a fortune from his father, a large-scale NYC landlord whose racist policies were so bad that Woody Guthrie (his tenant, briefly) wrote scathing songs about him. Trump’s own record includes lots of failure—including four bankruptcies. It’s hard to imagine him getting rich if he hadn’t had the springboard of his father’s wealth. And he brags about using bankruptcy as a tool to screw the public to further his personal fortune. This quote is on the same 2011 ABC news report on the bankruptcies:
I’ve used the laws of this country to pare debt. … We’ll have the company. We’ll throw it into a chapter. We’ll negotiate with the banks. We’ll make a fantastic deal. You know, it’s like on ‘The Apprentice.’ It’s not personal. It’s just business.
Results for search for “trump university scam” from Washington Post, CNN, Wikipedia, and National Review
This is the continuation of a long history of unethical business dealings, as this story in US News and World Report notes.
As it happens, I’ve heard both Muhammad Ali and Donald Trump speak in person—Ali at an Aretha Franklin concert in Harlem, in 1971, and Trump delivering the keynote for a conference where I was also speaking, in 2004. Ali’s speech left me feeling empowered. Trump’s left me feeling I’d been slimed by an exhibitionist in a public place.
This bullying, thin-skinned, name-calling racist and sexist who brags about how he gets rich on the backs of others has no grasp of the issues, and apparently no ethics. He doesn’t belong in the White House.
The 21016 US presidential race shows that branding repels as well as attracts.
Three of the five remaining candidates have very strong brands. Trump has the strongest, clearest brand: “it’s all about me; the issues don’t matter.” I found him repugnant 11 years ago when he keynoted a conference where I was speaking, and find him even more so today. What part of his brand that is not based in Donaldism is rooted in misogyny and racism. His cult of personality is far too reminiscent of dictators in other countries, other centuries. His cluelessness on the issues, tolerance of violence at his rallies and in his campaign leadership, and his blatant disregard for truth create a strong brand indeed—but it’s strong like the odor of raw sewage, a push-away. This is not who I want governing the country!
Next strongest is Sanders, who is all about integrity, consistency, and giving a leg up to those who’ve been squeezed out by the 1%. And who got my vote in the primary. While just as much an outsider, Sanders is the opposite of Trump. I think ultimately Sanders’ “we” will trump Trump’s “me.” Win or lose, he is out there to build a movement, and is universally respected for it.
Interestingly, both of these two have built brands on their outsider-ness. Not a good year for the mainstream candidates, even those who are the son/brother—or wife—of former presidents.
The third brand-builder is Clinton. She is very much a mainstream candidate and has built her brand around “isn’t it time for a smart, powerful woman to be in power?” Like Trump, she’s a “me” candidate, but with more appeal to constituencies that vote. Unfortunately for her, it’s been wrapped up in a package of entitlement, incompetence, lack of transparency, and settling for crumbs.
That Sanders has even been a contender, let alone actually won so many contests and nearly tied several others, shows some of the flaws in Clinton’s strategy. Without resorting to attack ads, he has successfully pointed out that she is a Janey-come-lately on issues ranging from LGBT rights to the TPP trade agreement, where he has been forthright and consistent for decades. He is the first serious contender in decades to raise a viable campaign budget from a broad base of millions of supporters. Meanwhile, she tells the American people to be satisfied with what they have, while he talks about redistributing wealth from the 1%.
There is certainly some part of the Clinton brand that is wildly successful. She is perceived as greater a friend to people of color, while even though Bernie grew up in ultra-diverse New York City and marched with Martin Luther King while she was working for Barry Goldwater, he is perceived as trapped in whiteness. And she has successfully outflanked him from the left on one issue: guns. But the perception is that she doesn’t see the big picture, doesn’t understand the shift in the culture, will be at least as obstructed by the other side as Obama, and expects people to vote for her just because she’s been waiting so long.
Of course, two other candidates still remain on the Republican side: Cruz and Kasich. Neither has really built a brand. What Cruz stands for—a hard-right agenda fueled by religious conservatism (and, seemingly, some personal unlikability)—is not widely known around the country. If he becomes the nominee, the Democrats will build his brand for him, warning of the apocalypse to come (as they’re already doing regarding Trump).
As a relatively personable moderate with a reasonable track record, Kasich would actually be the Republicans’ best hope if he had any marketing traction. Of the three remaining, he’s the only one who could get independents and centrist Democrats aboard. Fortunately for the Democrats, he doesn’t. The GOP clearly wants an extremist this year, and Kasich has won only his own state of Ohio.
This action was the first in a national and international Occupy movement that sprang up in parks and elsewhere, and lasted for months. I visited Zuccotti Park, as well as Occupy parks in Boston, Northampton (MA), and Montreal; it was clearly a powerful movement. It sparked global awareness that a lot of people, especially young people and people of color, felt pretty marginalized. It popularized “99 percent vs. 1 percent” organizing slogans. And it forced US President Barack Obama to move his rhetoric leftward, and to at least verbally champion the dispossessed.
That action continues to reverberate through American and world politics, four and a half years later. The movement around a $15 minimum hourly wage is just one of its legacies. Another is the amazingly strong presidential campaign of Vermont Senator Bernie Sanders, an outspoken progressive. Sanders, with no ties to the power structure and no reliance on conventional political funding, was given no chance of even having an impact; now, he’s ranked as the contender likely to most easily beat either Trump or Cruz in the general election.
Two Bernie Sanders volunteers decided to set up a short-notice phone bank for Bernie…right in Zuccotti Park! The symbolism of raising money to fight Wall Street in Wall Street’s own shadow—and at the very scene where a bunch of “riff-raff” took on the power structure—is clear…and beautiful.
I deeply resent Hillary Clinton’s message that we can’t go for what we really want. Barack Obama beat her in ’08 because his message was “hope” and “yes we can.” He made some of that a reality in spite of tremendous resistance–more than I’ve ever seen for ANY president’s policies. But he would have gotten much more accomplished if he’d continued organizing: bringing the same coalition that led him to victory into supporting his agenda and pressuring that reluctant Congress. As a former community organizer, he should have known this.
Bill Clinton’s presidency shows the dangers of the HRC approach. By dismissing any effort at real change right from the start, he allowed himself, over and over again, to back away from meaningful change and turn what should have been the post-negotiation fallback position into the starting gate, and then allow that to be whittled down further until the change was so small that Grover Norquist actually could drown it in a bathtub.
Obama made the same mistake. “Single payer isn’t on the table but we have a public option” turned into. “no public option.” And the ACA as finally passed was a giveaway to insurance companies. Yes, it made people’s live’s better and I’m glad it passed. But Obama squandered the potential for much deeper reform.
Isn’t it so much better to aim for what you really want and get only three-quarters of the way than to aim for what you think is “achievable”—and still get only three-quarters of the way? It’s a very rare football play that gets a touchdown from the kick-off point. Much more commonly, the team advances the ball, play by play, and starts again from the end point of the last play. Then they get the touchdown.
It took 100 years to eliminate slavery in the US. It took another 100 to pass meaningful civil rights legislation, and it may be another 100 before the cancer of racism is nothing but a memory. It has already taken about 80 years to get even the wimpy ACA; that doesn’t mean we say we don’t need to make more progress. And it certainly doesn’t mean you have to tear down the ACA before you have something better in place.
Henry Ford said, “Whether you think you can do a thing or think you can’t do a thing, you’re right.”
Muhammad Ali put it this way:
Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.
And I personally have taken on the “impossible” goal of showing the business community how to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance—at a profit. Taking my cue from Ali, when I speak on this, my talk is called “Impossible is a Dare!” I’ve also written a book, Guerrilla Marketing to Heal the World, that demonstrates how these future victories are actually quite possible. I’ve done “impossible” things before. Why restrict ourselves by thinking small?
I have other issues with Hillary besides her willingness to settle for less even before the negotiations start. HRC’s ties to Wall Street make me nervous. Her hawkish rhetoric, even more so. And her Middle East policy is just plain shameful. As an American Jew, I stand up and say “Israel right or wrong” is as misguided as “America right or wrong” was in the Vietnam era—and I further say that we progressives knew that going into Iraq as we did was a terrible mistake. I was out there in the streets with millions of other Americans, saying “don’t do this, it will be a disaster.” There is zero justification for her vote to support the worst foreign policy disaster in history.
I will proudly—excitedly—vote for Bernie in the primary. Nonetheless, if Hillary is the nominee—and she probably will, due in part to Party rules that allocate delegates to high-status mainstream Democrats over and above those allocated in elections—I would support her unequivocally over any of the Republicans running. I think she has a good heart, I’d much rather see her in charge of picking the next members of the Supreme Court than any of that bunch, and I would see her election—as I saw Obama’s—as getting us closer on the path from the kick-off to the goal.
Top of a Bernie Sanders fundraising offer involving a very special custom pint of ice creamFarther down the page, showing the whole container
If you’re friends with me on Facebook, you already know I’m supporting Bernie Sanders in the Democratic primaries. And if you read this blog regularly, you know I’m both a long-time student of marketing and a long-time advocate of marketing with honesty and integrity.
In light of this, I received a mailing from one of the groups allied with the Sanders campaign, and immediately noticed some things I wanted to share.
The product is totally in keeping with Bernie’s message, talking about the “1%” chocolate layer on top of the ice cream
Most marketers, when faced with the opportunity to offer a single unique item, set a stratospheric price—but even with a total production run of just fifty, and only one being given to this organization, the price is only $50 (once again reinforcing the brand messaging)
However, it’s something of a lottery; only one person gets the prize, but anyone who contributes $50 or more by the deadline gets to play
There are also a number of less exclusive rewards—democratizing the lottery somewhat.
Disclaimer and disclosures: I am not involved in any way with organizing this promotion and don’t benefit financially. I have given money to the Sanders campaign and I’ve probably also given money to Progressive Democrats of America, the sponsoring organization.
The brain of a call center clerk ("Call Center Dave," by Ray Smithers)
The brain of a call center clerk (“Call Center Dave,” by Ray Smithers)
Dear business owners and bureaucrats: If you fill your customer positions with stupid people, or if you don’t empower them to address issues that come up, you damage your own brand.
All customer service people are by definition part of your marketing team. If they perform badly, they drive customers away.
I’ve just had one-too-many encounters with a stupid person in a customer service position, and I realize I won’t get any real work done until I can blow off some steam. So I may as well blow that steam as a blog post. I’m overdue for a good rant in this space.
I’m helping an 85-year-old, not-very-computer-savvy Japanese citizen renew his passport. The Japanese Consulate Boston website says their online renewal form only works with PCs; my friend has a 12-year-old Mac. So I called them to get an application form mailed to him.
The idiot I spoke to was amazingly UNhelpful. First she said we had to send a self-addressed 9×12 envelope to Boston with $1.20 in postage just to get the forms. And then she refused to give me the consulate’s address and told me to get it off the website (which is in Japanese, which I don’t read). I actually had to yell at her before I could pry the street address out of her.
You would think they could simply mail out the packet, and tack an extra $5 onto the renewal fee if using postal mail.
This has the effect of pushing Japan farther down on the list of countries I’d like to visit.
It also got me thinking about the hundreds of times I’ve encountered an employee charged with “customer service” who either didn’t have a clue about what customer service actually means, or haven’t been empowered to actually deal with situations that come up.
I’m remembering in particular the time (about ten years before they went out of business) that I was in a Blockbuster Video and I saw a sign with great language about how they empowered every one of their employees to do right by their customers. I was writing a book on marketing (as usual 😉 ) at that time, and I asked the counter clerk for permission to photograph the sign so I could quote it in my book. And this disempowered employee in this supposedly enlightened store said he didn’t have authority and I’d need to ask headquarters!
It wasn’t so much his inability to let me do what I asked. It was the disconnect between what the sign said and the 180-degree-opposite reality that completely wrecked my perception of Blockbuster’s brand. I never set foot in a Blockbuster again. They lost a decade of my business for being stupid.
Then there was the chief mechanic at my local Toyota dealer, who called me after several days of non-response to my status queries and told me I had 24 hours to get my car off his lot, and by the way, the engine is in pieces in the trunk. I was so appalled I wrote a long letter to the VP of customer service for the United States, and I never went back to that dealer for anything else, ever, not even a tube of touch-up paint. I drove 40 extra miles round trip when I needed something from a Toyota dealer. And the next time I bought a new car, it wasn’t a Toyota. That mechanic threw away 20 years of brand loyalty and a lifetime customer value in the hundreds of thousands.
Let me say it differently: front-line customer service reps are either your marketing ambassadors (think Southwest Airlines, Nordstrom, Ritz-Carlton) or your marketing saboteurs. Which do you choose to represent you?
Here’s what they mean to me, and why I picked them:
Transform
First, there’s the social transformation I want to bring about by transforming the business world. I want to end the biggest crises of our time, and I see the business community as the best lever. Appealing to enlightened self-interest—the profit motive—I want to make the bottom-line business case that just as going green saved costs and increased revenue, so too can addressing big picture issues like how to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. When I first started talking a great deal about going green as a profit booster, around 2002, people looked at me funny. Now, it’s common business wisdom. I think the same will be true eventually for creating profitable products, services, and a company DNA that address these issues at their roots.
Second, the transformation in my own business. I see consulting, speaking, and writing on how business can bring about that transformation (and how any particular business can develop and market the right social change products and services for its own culture and markets) as a major part of my business in the coming year, and for the rest of my working life. While I’ve been thinking about these things for many years, have written books and given talks about it, I still have to find the markets that are willing to pay for what I know I can do for them. I go into the year with two possible markets that are quite different: small entrepreneurial and startup companies, and large, established corporations. I’ve developed two different websites for these audiences, because the agenda, methodology, timetable, and price structure will be very different.
All of this is a natural outgrowth of the green business profitability work I’ve done the past several years—but while it builds on the past work, it is different. I’m confident that I can make it work, but am still a bit fuzzy on the how. Which brings us to the second word:
Win
My original choice was “succeed,” but then I went to Chris’s post. He chose “win” as one of his words, and I think it’s like success, but stronger. It can also work as both a noun and a verb, as can my third word.
Also, I feel that on many levels other than the material, my life IS a success. I made a conscious decision about 30 years ago to have a happy life, and I’ve made good on that: I love the marriage I’m in, the house and community where I live, the places I visit, the local organic fresh food I eat, the books I read, the performances I watch, and so on. That decision rippled through all areas of my life. As early as 1985, it was the difference between feeling angry and frustrated and cheated when I had to spend an entire day of precious vacation mailing packages back to myself, as the old me would have—and thinking, even before I was married, about the wonderful story I’d have to tell my grandchildren.
But there are two areas where I need to replace that general feeling of success with a clear, strong victory: the economic underpinning of my business (which has now had two low-producing years in a row while I retooled for the transformation)…and the deeper impact of my work on the world.
The problem with having many interests and multiple skill areas is that it’s really hard to focus. When everything is fascinating, how do you choose? Yet, to succeed—to win—you have to close some doors so you can pass through the doors that remain open.
This is the lens: I’m using to help me choose what to focus on:
Over the past few years, I’ve worked hard to overcome a case of what my friend Noah St. John calls “success anorexia.” I’ve looked at my money/success blocks, and overcome a number of them. But, watching my own failures doing things that have worked really well for others, I realize there’s still some hidden piece, deep in my subconscious, that courts failure. I need to find that piece, hold it up to the light, make an alliance with—and redirect—the parts of it that act out of love, excise the parts that are rooted in self-hatred, and have a clear win. This will be difficult, because I don’t even know what it is that’s holding me back. But it’s essential.
Once that hurdle is overcome, I want to look at how to broaden my impact. I have a great message and great examples of how we can solve these big problems. But for that to really change the world, I need to find tens of thousands, maybe millions of people who are open to that transformational message. None of my books have ever sold more than a few thousand copies. My blog and social media audiences are limited. The number of people who hear me speak in a year is much too small. The second big win I need is to get myself in front of a far larger number of people. That this will help with selling more books, doing more paid speaking to larger audiences, and getting more consulting gigs—in other words, contributing to the win I’m looking for in my own blocks—is an extra benefit. At age 59, I have a limited time to make a big impact on the world. I want to leave a legacy of creating deep transformational change, because I love this planet. And that’s a nice transition to the third word.
Love
Love of others and of self, love of the ecosystem and the planet. In my youth, I was a very angry, loud activist who felt utterly betrayed by governments and corporations and wasn’t good at finding common ground or seeking alliances with those who thought or felt differently from me. Over the years, I’ve learned how mistaken I was—starting all the way back in the 1970s. Some might say I’ve softened but I don’t see that way. I’ve learned to approach with love, respect, and an understanding that almost all of us want a better world; we just have different ways of understanding how to bring it about.
Love is often about deep listening. It’s also about seeking a higher good for a greater number of people, without sacrificing the needs and desires of others. It’s about building the communication skills to allow environmentalists and Tea Partiers to discover their common ground (something I talk about very specifically in my 10th book, Guerrilla Marketing to Heal the World).
Going deeper, this is what allows even the most hate-filled opponents to go past the hurt and build a better world for everyone. Nelson Mandela was a master of this. So were the people who formed the various Arab-Israeli joint projects such as the magnificent Wahat al-Salam/Neve Shalom community in Israel, where Jews and Arabs study and work together—the name, in both languages, translates as “Oasis of Peace”—or Combatants for Peace, which pairs Arab and Israeli former combatants to travel around and speak about cooperation.
It’s easy to love those who agree with you. It’s much harder to love those you might blame for the death of a loved one or the loss of your land. I have tremendous admiration for those involved in these sorts of cooperative efforts and I want to be more like them.
