Design a Movement
the force that transforms belief into momentum
Assume no one cares. That's your baseline.
A movement transforms what you believe into what the market believes. When it’s strong, people carry the message forward in their own words. Lasting value comes from compounding effects.
Belief isn’t optional when your aim is greatness. Look at any market map filled with hundreds of tiny logos – so few breakthrough. But before you even land in the consideration set, your domain has to be on the initiative list. That list is stubbornly static, defined by the status quo. Something has to shake it loose.
A movement is that shake, but don’t confuse it with creating a category. That may be the end result, but the movement is never about the category, it's about changing the direction of the domain.
That's where the movement starts – by shaping the space. But it really builds steam when it gets personal through a sequence of moments your audience feels. Then it spreads like wildfire when the true believers have a reason to hang their hat on it.
Without a movement, your messaging may inform, but it won't inspire. The path to greatness demands inspiration. It takes guts to start a movement, and discipline to sustain it. Ask anyone who has gone through it and they'll say it was worth it – because they know owning one is how companies win.
"The world is yours" - Nas
Movements are like fire. They need a spark, then room to breathe and spread.
The space is your opportunity to shape the market beyond its current definition. Despite conventional wisdom, product-market fit isn't a single moment in time – it's a constantly shifting wave you have to continuously catch and ride. Think of the space as the shape of that wave.
Your job is to define where the market goes next. Not just a problem to acknowledge, but a destination. Movements form from the non-consensus view, which means you're typically starting cold – few believers, little proof. That's the deal. Message the space well, and the cold start warms up fast.
wrap problems as a domain
Don't just name a problem, define the territory around it. The space should feel like a place your audience recognizes, with clear boundaries and shared stakes.
balance vision with reality
The destination matters, but so does the starting point. If the gap between where they are and where you're pointing is too wide, no one moves.
treat tension as energy
Not everyone is ready to leave the status quo. Use the resistance as fuel. The non-consensus view only has power when there's something to push against.