Polynesians crossed the ocean by using the relative positions of sun, moon, stars and waves, rather than just using strength or willpower.

Similarly, to change a system we need to understand how to reach and activate people, rather than relying on fixed tactics. For that reason, plan your communications approach before deciding on tactics.

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This Section uses a water chart to help us plan how to influence others. The Chapters are:

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Narrative is water: To activate stakeholders, understand the narrative flows in the system, where counter-narratives exist, and how to use them.

Needs are motives: Every creature on the water has a reason for its direction. Identify the needs and motivations of each stakeholder to plan how you will shift the system.

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Networks are currents: Communities and groups are currents that help people connect and belong. A strong network moving in a new direction will carry its members further.

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Values are bedrock: Our values define our worldview and rarely change unless we experience a life-altering event or as our life stage changes. To activate someone, frame your message to resonate with their values.

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The messenger is the message: Swells are recurring currents in the ocean. In a system, swells are the media or people we listen to most. A swell that consistently communicates a message aligned with someone's values is most likely to be heard.

Decisions are learned: People develop mental shortcuts and biases that help them make decisions. Frame your message to trigger specific shortcuts and biases.

Emotion is oxygen: Human emotion is essential for decision-making. Every counter-narrative needs a powerful idea or metaphor to activate others.

section summary

Key Takeaway

Profile the narrative context, key audiences and how to reach and activate them before you develop your

tactics.

Key Questions

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• What are the dominant narrative and signs of counter-narrative flowing through the system? Which elements of that counter-narrative can you cultivate?

• What are the needs and motives of the relationships you need to influence, and of the people you need to activate?

• Which are the strongest communities or networks that your targets are a part of? Who are the most influential members of that community that need to adopt behaviors to influence your target?

• Who are the messengers that your target relies upon for information? How can you pitch to these messengers?

• What is the set of values that you need to frame your message to convince each target?

• Which mental shortcuts and biases will you trigger to convince each stakeholder to act?

• How will you use emotion throughout your communications to get your audience at each stage to act?

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Key Tool(s)

Ocean chart to understand narratives