A large part of leadership is presenting yourself and your ideas in a flattering manner. To do this, you must be cognizant of what you’re selling/marketing, your audience, and what the circumstances are. Once you identify these factors, you can then create a coherent marketing message that will give you the best chance of putting forward your ideas.
In my group for our February skillbuilding workshop on marketing strategies, this was fun as we chose increasingly outlandish scenarios to try to market a solution to. Even in such unrealistic scenarios, the basic principles of marketing remain true. For example, say you are a teenager in the middle of the Bermuda Triangle. I’m here trying to sell you the idea of eating a can of worms. Since you’re in the middle of the area notorious for plane and boat disappearances, let’s also place you on a deserted island after one of these unfortunate mishaps. In this scenario, you likely have no food, no water, and your prospects of survival are looking grim. Introducing the idea of eating worms to you, as a viable survival option, might be intriguing, and almost certainly would work when faced with the other option of starvation.
While the above is certainly a morbid and improbable scenario, it does demonstrate a lot of the core components required in making a change in the world. First, you need to identify a class/group of people you want to mobilize. Since I’m in the Food and Income Security committee, let’s go with legislators like the Senate Budgetary Committee. Then we identify a need, namely that of people working wages that are not enough to sustain them. Now, we identify a solution or idea, say, raising the minimum wage to 15 dollars an hour. Now that we’ve identified a target, a need, and a solution, we can tailor our message to target these core components. For example, we can argue from a moral and pragmatic point of view—it will improve the quality of life for their constituents, and thus bolster their reelection chances and improve their public image. From an economic angle, we can then argue that giving people more spending capital allows them to bolster small businesses when they are buying goods and services with this newfound wealth.
Thus, the biggest thing I took away from this session was how to craft an effective campaign to push forward issues that concern you. I came into the session mostly expecting to learn about how to manage and monitor a campaign, but I learned that pushing for an agenda was much more than raw numerical quantity. It also depends on how impactful your message is. While you can mobilize a group if you have no coherent message, it becomes hard to effect change.