{"id":116328,"date":"2023-10-27T22:35:00","date_gmt":"2023-10-28T02:35:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=116328"},"modified":"2023-10-30T11:37:14","modified_gmt":"2023-10-30T15:37:14","slug":"how-to-create-a-movement","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/","title":{"rendered":"How to Create a Movement (and Not Just a Business)"},"content":{"rendered":"\n<p>What makes something a movement? What if you could create a movement instead of just running a business?<\/p>\n\n\n\n<p>Imagine you have a product or service that can change people\u2019s lives\u2014one that can help them reach their most <a href=\"https:\/\/www.shortform.com\/blog\/ambitious-goals\/\">ambitious goals<\/a> financially or personally. Russell Brunson says you should look at your product or service as merely a tool that supports something much greater\u2014a movement.<\/p>\n\n\n\n<p>Read more to learn how to create a movement and not just a business.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-create-a-movement\">How to Create a Movement<\/h2>\n\n\n\n<p>Brunson writes that, to launch a business that changes people\u2019s lives\u2014and also makes you lots of money\u2014you\u2019ll need to launch a <em>movement<\/em>, not just a product. The movement is what will inspire people to adopt your ideas and become lifelong customers. <strong>Your product is merely the tool to support the movement<\/strong>.&nbsp;<\/p>\n\n\n\n<p>He writes that every successful movement has three elements:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>A charismatic leader<\/li><li>An inspiring vision<\/li><li>A new opportunity&nbsp;<\/li><\/ul>\n\n\n\n<p>We\u2019ll examine each of these three elements and Brunson&#8217;s advice on how to create a movement with them.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Why Are Movements Compelling?<\/strong><br><br>Movements motivate people because they combine our instinct to be <a href=\"https:\/\/www.lifeskillsgroup.com.au\/blog\/belonging#:~:text=Humans%20have%20an%20instinctive%20need,in%20his%20hierarchy%20of%20needs.\" target=\"_blank\" rel=\"noreferrer noopener\">part of a group<\/a> and our desire to be <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/out-the-darkness\/201307\/the-power-purpose\" target=\"_blank\" rel=\"noreferrer noopener\">part of a greater purpose<\/a>. Brunson\u2019s three essential elements of movements summarize many of the themes that others name as <a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC9587399\/\" target=\"_blank\" rel=\"noreferrer noopener\">basic characteristics of movements<\/a>: Movements typically have a leader, a collective identity (aligning with Brunson\u2019s <em>vision<\/em>), and a common cause or vision (aligning with his <em>new opportunity<\/em>).<br><br>Some argue, though, that movements, particularly social movements, often don\u2019t have a single leader but instead are most effective as grassroots collections of action. However, few dispute that <a href=\"https:\/\/politicalscience.nd.edu\/news-and-events\/news\/a-leaderless-movement-or-leadership-decentralized-but-coordinated\/\" target=\"_blank\" rel=\"noreferrer noopener\">movements with charismatic leaders<\/a> can get more traction because recognizable leaders can draw public attention to their cause. These are the movements Brunson models his advice after.<br><br>Brunson\u2019s advice to focus on starting a movement for your company rather than a social movement aligns with a marketing approach called <em>movement marketing<\/em>, which encourages business leaders to focus not on their specific service or product but instead <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/chief-marketing-officer\/articles\/science-of-movement-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\">on a cultural or social change<\/a>. In this approach, your product becomes a tool for solving a larger, society-wide problem (aligning with Brunson\u2019s advice to see your product as a tool). For example, your product might be affordable eyewear, but your focus will be on the larger problem of people who need glasses but are unable to afford them\u2014a problem for many lower-income people. By focusing on this problem, you can position your company as the standard-bearer for a better world, linking your product positively in consumers\u2019 minds.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-become-a-charismatic-leader\">Become a Charismatic Leader<\/h3>\n\n\n\n<p>Brunson writes that people may check out your business because they\u2019re curious about your product, but it\u2019s your personality and their relationship with you that will convince them to stay.&nbsp;<\/p>\n\n\n\n<p>Therefore, he advises that you create an attractive public personality and then build a relationship with your customers\u2014specifically, one in which you act as an expert who can guide them to achieve their goals.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Inspire Your Followers<\/h4>\n\n\n\n<p>Brunson notes that leaders of movements are inspirational. Thus, to attract people to you and your message, aim to inspire them: Encourage them to dream big and aim for high goals, and calm their fears by helping them see hope that they can achieve the goals they want.<\/p>\n\n\n\n<p>Also, <strong>make them feel you\u2019re on their side against their enemies<\/strong>. Show them that you care about their struggles, can identify with what they\u2019re going through, and want to help them vanquish their enemies. Help them understand that <em>they\u2019re<\/em> not responsible for their past failures but instead, the previous systems and tools they used were flawed. This will create an \u201cus versus them\u201d mentality through which they\u2019ll see themselves as part of your team, and which will foster loyalty to you.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Become an Expert<\/h4>\n\n\n\n<p>Your customers will stay loyal to you and your company if they see you as an expert who can guide them toward their goals. To <a href=\"https:\/\/www.shortform.com\/blog\/become-an-expert\/\">become an expert<\/a> they\u2019ll trust, learn as much as you can about your field. Read, go to seminars and events, and even start a show or podcast, which will enable you to interview experts you otherwise wouldn\u2019t have access to.&nbsp;<\/p>\n\n\n\n<p>Once you\u2019ve developed expertise, it\u2019s time to get people to see you as the expert you\u2019ve become. To do so, Brunson advises that you <strong>share your message consistently and frequently<\/strong>. Publish daily for at least a year. This will help you develop a unique voice that will set you apart from your competitors.&nbsp;<\/p>\n\n\n\n<p>It will also ensure you work through the initial phase of putting your message into the world\u2014the phase when you haven\u2019t fully developed your voice and your posts aren\u2019t high quality yet. He writes that everyone goes through this low-quality phase, but not to worry: In the beginning, you won\u2019t have a large audience, so few will notice. By the time you\u2019ve attracted a sizable audience, you\u2019ll have developed an effective voice and a strong message.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">What Should You Publish?<\/h5>\n\n\n\n<p>Brunson notes that the idea of publishing every day can be intimidating because people often don\u2019t think they can come up with content daily. He offers some tips to get past this difficulty.<\/p>\n\n\n\n<p><strong>Make it easy: <\/strong>Instead of creating lengthy, original content full of teaching or marketing materials, simply document your thoughts: things that are important to you, your journey, your process, what you\u2019ve learned, and so on. This is still original content, but it\u2019s easy to come up with.<\/p>\n\n\n\n<p><strong>Be a little strange: <\/strong>Don\u2019t shy away from saying things that are slightly unusual or controversial. No one gets rich by being ordinary because run-of-the-mill ideas don\u2019t <a href=\"https:\/\/www.shortform.com\/blog\/48-laws-of-power-law-6-create-an-air-of-mystery\/\">attract attention<\/a> and people won\u2019t pay for them. Brunson notes that even if some people don\u2019t like your message because it pushes boundaries, that can work in your favor: When people are vocal about their dislike, they can bring even more attention to you. However, he cautions that your message shouldn\u2019t be too off-the-wall because, if you appeal to a too-narrow niche of consumers, the mainstream will view you as too weird and won\u2019t pay attention. He advises that you find the sweet spot between \u201cstrange enough\u201d but \u201cnot too strange.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Offer a Vision of a New Identity<\/h3>\n\n\n\n<p>Brunson writes that to create a movement that attracts people, you have to offer a vision of an idealistic future in which your customers are better versions of themselves. This vision should be one of both achievement and transformation, and Brunson emphasizes that it should be more than a mere improvement plan\u2014it should <strong>prompt your audience to envision a completely new identity for themselves.<\/strong> For example, instead of selling an exercise plan that merely shows people how to do better sit-ups, help your customers envision themselves as masters of their health and bodies.<strong> <\/strong>This will engage them emotionally and turn them into lifelong customers.<\/p>\n\n\n\n<p>To encourage your customers to envision this new identity, Brunson recommends that you create a manifesto stating your company\u2019s vision in an inspiring way and helping your audience see themselves as part of a group with special characteristics. One way you can do this is to name the kind of customer who uses your product and describe them\u2014for example, for Brunson\u2019s company, ClickFunnels, his manifesto said, \u201cA Funnel Hacker is a new breed of entrepreneur\u2026\u201d and it went on to describe \u201cfunnel hackers\u201d as people who \u201cdefine their own identity\u201d and \u201ccreate their own luck.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>You can take these statements a step further to foster a <a href=\"https:\/\/www.shortform.com\/blog\/create-a-sense-of-belonging\/\">sense of belonging<\/a> by creating swag, such as t-shirts or mugs, that sport \u201cI am\u201d statements mirroring your manifesto (such as, \u201cI am a Funnel Hacker\u201d or \u201cI create my own luck\u201d).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>The Link Between Identity and Behavior<\/strong><br><br>Brunson is not the first to observe that the best way to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-change-your-behavior\/\">change your behavior<\/a> is to adopt a new identity. In <a href=\"https:\/\/www.shortform.com\/app\/book\/atomic-habits\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Atomic Habits<\/em><\/a>, James Clear agrees, writing that if you want to change your behavior, you should focus on <a href=\"https:\/\/www.shortform.com\/app\/book\/atomic-habits\/chapter-2#two-steps-to-identity-change\" target=\"_blank\" rel=\"noreferrer noopener\">who you want to <em>become<\/em> rather than what you want to <em>achieve<\/em><\/a>. Clear goes further to note that behavior (specifically, habits) and identity are interwoven: As much as a new identity inspires new habits, those new habits will solidify your new identity (if you run daily, you\u2019re a runner).<br><br>Brunson focuses more exclusively on the line of causation from identity to behavior, but we might infer that he\u2019d agree that behavioral changes resulting from a new identity serve to strengthen that new identity. His advice to create swag for your customer is based on a similar underlying principle, in that both habits and swag serve as routine, daily reminders of the new identity a person has chosen.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Offer a New Opportunity<\/h3>\n\n\n\n<p>The third element of a movement is a <em>new opportunity<\/em>, which is the product or service you\u2019ll offer to solve your customers\u2019 problems. Brunson writes that you must ensure this idea isn\u2019t merely an improvement on an existing product, but instead is something entirely new and original\u2014this is how you\u2019ll create and dominate an original category.&nbsp;<\/p>\n\n\n\n<p>Brunson argues that <strong>unless your product creates a new category, you won\u2019t create a movement that engages people and creates fans<\/strong>. He notes that Steve Jobs didn\u2019t just offer a faster or bigger CD player, but instead created a new category\u2014a way to carry your entire music collection in your pocket (with an iPod). If he\u2019d merely developed an improved music player, he wouldn\u2019t have inspired the following he attracted.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Possible Limits of New Markets and New Identities<\/strong><br><br>In many aspects of Brunson\u2019s advice, he emphasizes the need to set your company apart from competitors in any way possible, and as such, his advice to create a completely new category with your opportunity aligns with his advice to help your customers create a completely new identity. It\u2019s worth noting that Steve Jobs\u2019s product creations not only created a new category but helped his customers envision themselves as part of a new identity\u2014one in which they saw themselves as <a href=\"https:\/\/www.wyzowl.com\/why-do-people-love-apple-so-much\/\" target=\"_blank\" rel=\"noreferrer noopener\">Apple users<\/a> who feel good about themselves and their choices under this identity.&nbsp;<br><br>However, while Brunson advises that you use your innovation to create a new market, not all business experts agree <a href=\"https:\/\/www.shortform.com\/blog\/creating-a-new-market\/\">creating a new market<\/a> is necessary\u2014some argue that there\u2019s enough unmet demand within existing markets to ensure success for your innovation. In <a href=\"https:\/\/www.shortform.com\/app\/book\/competing-against-luck\/1-page-summary\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Competing Against Luck<\/em><\/a>, Clayton Christensen writes that to come up with an idea that can lead you to success in any market, look for ways people <a href=\"https:\/\/www.shortform.com\/app\/book\/competing-against-luck\/1-page-summary#how-to-design-a-product-to-solve-a-task\" target=\"_blank\" rel=\"noreferrer noopener\">creatively tackle tasks for which there\u2019s no sufficient solution yet<\/a>. These DIY solutions can reveal problems for which there\u2019s a ready customer base, and even if this isn\u2019t in a unique field, any innovation you develop to meet this customer need can bring you success<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Structure Your Idea in a Framework<\/h4>\n\n\n\n<p>Brunson writes that, to be successful, <strong>you can\u2019t just <a href=\"https:\/\/www.shortform.com\/blog\/how-to-sell-a-product\/\">sell a product<\/a>. Instead, you must sell a product within a<\/strong><strong><em> framework<\/em><\/strong>\u2014a set of predictable steps your customers can follow to achieve their goals using your product. This framework will be so integral to your product that it will be inseparable from it\u2014without the framework guiding customers, your product won\u2019t be nearly as powerful and your customers won\u2019t be as interested.&nbsp;<\/p>\n\n\n\n<p>He cites his own marketing tool as an example. His company, ClickFunnels, sells software to help online businesses create sales funnels that upsell additional products. What makes the software <a href=\"https:\/\/www.shortform.com\/blog\/how-to-stand-out-from-competitors\/\">stand out from competitors<\/a> are the frameworks\u2014predictable, repeatable steps\u2014helping customers incorporate this software into their businesses.&nbsp;&nbsp;<\/p>\n\n\n\n<p>To develop frameworks for your product or service, first research existing successful frameworks. Find successful people and find out what they did to reach success. Often, they\u2019ll talk freely about their process in interviews, podcasts, live events, and so on.&nbsp;<\/p>\n\n\n\n<p>Then, take the elements of those processes that appeal to you and incorporate them into new frameworks designed for your specific goal. Test your framework on yourself and make adjustments as needed. Name it, as this makes it easy for people to recognize and remember it.&nbsp;<\/p>\n\n\n\n<p>Finally, test your framework on other people to ensure it works for them, too. Initially, don\u2019t charge people to use your framework\u2014at this point, your goal isn\u2019t to make money but instead, to perfect your framework, get experience, and build a track record that shows your framework is effective.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Using Frameworks for Frameworks<\/strong><br><br>Businesses have been using frameworks for years to both develop and execute strategy\u2014by following an established system of rules, they can more easily make decisions or carry out <a href=\"https:\/\/www.shortform.com\/blog\/company-process\/\">business processes<\/a>.&nbsp;<br><br>Brunson\u2019s innovation is to apply frameworks to customer experiences rather than business processes. The underlying principle is the same, though: By following a predictable set of steps, both customers and businesses can achieve their goals faster than if they were figuring out how to use a product each time they worked with it.&nbsp;<br><br>In the same way that Brunson says that when creating a framework, you should adopt elements from other successful frameworks, business consultants also recommend that companies looking to adopt frameworks <a href=\"https:\/\/robllewellyn.com\/business-frameworks\/\" target=\"_blank\" rel=\"noreferrer noopener\">examine the multitude already in existence<\/a>. Whether you\u2019re looking to design new products, analyze your industry\u2019s strengths and weaknesses, become more customer-focused, or manage complex projects, a framework likely exists for a similar problem. Successful frameworks are often examined in the same forums Brunson recommends you look into\u2014blogs, websites, and podcasts <a href=\"https:\/\/www.linkedin.com\/pulse\/business-frameworks-rob-llewellyn#:~:text=Business%20frameworks%20have%20been%20integral,govern%20a%20process%20or%20decisions.\" target=\"_blank\" rel=\"noreferrer noopener\">frequently post information to help companies strategize<\/a>.&nbsp;<br><br>In fact, frameworks exist for each step of Brunson\u2019s advice on how to create frameworks. There are frameworks that can help you <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/competitor-analysis-frameworks\/\" target=\"_blank\" rel=\"noreferrer noopener\">research other companies\u2019 frameworks<\/a>, <a href=\"https:\/\/www.hotjar.com\/product-experimentation\/framework\/\">test your framework<\/a>, and even <a href=\"https:\/\/www.landmarklabs.co\/insights\/how-to-name-a-product-brand-naming-framework\" target=\"_blank\" rel=\"noreferrer noopener\">name your framework<\/a>. Ultimately, no matter what you\u2019re trying to accomplish or what step you\u2019re on, you can streamline your process by examining how others have approached a similar challenge.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>What makes something a movement? What if you could create a movement instead of just running a business? Imagine you have a product or service that can change people\u2019s lives\u2014one that can help them reach their most ambitious goals financially or personally. Russell Brunson says you should look at your product or service as merely a tool that supports something much greater\u2014a movement. Read more to learn how to create a movement and not just a business.<\/p>\n","protected":false},"author":9,"featured_media":71931,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[1307],"class_list":["post-116328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-expert-secrets","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create a Movement (and Not Just a Business) - Shortform Books<\/title>\n<meta name=\"description\" content=\"What if you saw your product as merely a tool that supports something much greater? Learn how to create a movement, not just a business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create a Movement (and Not Just a Business)\" \/>\n<meta property=\"og:description\" content=\"What if you saw your product as merely a tool that supports something much greater? Learn how to create a movement, not just a business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-28T02:35:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-30T15:37:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1736\" \/>\n\t<meta property=\"og:image:height\" content=\"1064\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Elizabeth Whitworth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Elizabeth Whitworth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/\"},\"author\":{\"name\":\"Elizabeth Whitworth\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\"},\"headline\":\"How to Create a Movement (and Not Just a Business)\",\"datePublished\":\"2023-10-28T02:35:00+00:00\",\"dateModified\":\"2023-10-30T15:37:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/\"},\"wordCount\":2384,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg\",\"keywords\":[\"Expert Secrets\"],\"articleSection\":[\"Business\",\"Entrepreneurship\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/\",\"name\":\"How to Create a Movement (and Not Just a Business) - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg\",\"datePublished\":\"2023-10-28T02:35:00+00:00\",\"dateModified\":\"2023-10-30T15:37:14+00:00\",\"description\":\"What if you saw your product as merely a tool that supports something much greater? Learn how to create a movement, not just a business.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg\",\"width\":1736,\"height\":1064},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Create a Movement (and Not Just a Business)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World&#039;s Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\",\"name\":\"Elizabeth Whitworth\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g\",\"caption\":\"Elizabeth Whitworth\"},\"description\":\"Elizabeth has a lifelong love of books. She devours nonfiction, especially in the areas of history, theology, and philosophy. A switch to audiobooks has kindled her enjoyment of well-narrated fiction, particularly Victorian and early 20th-century works. She appreciates idea-driven books\u2014and a classic murder mystery now and then. Elizabeth has a Substack and is writing a book about what the Bible says about death and hell.\",\"sameAs\":[\"rina@shortform.com\"],\"award\":[\"Contributions to joint task force efforts (FBI)\",\"Contributions to Special Operations Division (DOJ & DEA)\",\"Efforts to fight the war on drugs (NSA)\",\"Contributions to Operation Storm Front (US Customs Service)\"],\"knowsAbout\":[\"History\",\"Theology\",\"Government\"],\"jobTitle\":\"Senior SEO Writer\",\"worksFor\":\"Shortform\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/elizabeth\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Create a Movement (and Not Just a Business) - Shortform Books","description":"What if you saw your product as merely a tool that supports something much greater? Learn how to create a movement, not just a business.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/","og_locale":"en_US","og_type":"article","og_title":"How to Create a Movement (and Not Just a Business)","og_description":"What if you saw your product as merely a tool that supports something much greater? Learn how to create a movement, not just a business.","og_url":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/","og_site_name":"Shortform Books","article_published_time":"2023-10-28T02:35:00+00:00","article_modified_time":"2023-10-30T15:37:14+00:00","og_image":[{"width":1736,"height":1064,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg","type":"image\/jpeg"}],"author":"Elizabeth Whitworth","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Elizabeth Whitworth","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/"},"author":{"name":"Elizabeth Whitworth","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13"},"headline":"How to Create a Movement (and Not Just a Business)","datePublished":"2023-10-28T02:35:00+00:00","dateModified":"2023-10-30T15:37:14+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/"},"wordCount":2384,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg","keywords":["Expert Secrets"],"articleSection":["Business","Entrepreneurship","Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/","url":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/","name":"How to Create a Movement (and Not Just a Business) - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg","datePublished":"2023-10-28T02:35:00+00:00","dateModified":"2023-10-30T15:37:14+00:00","description":"What if you saw your product as merely a tool that supports something much greater? Learn how to create a movement, not just a business.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg","width":1736,"height":1064},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/how-to-create-a-movement\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"How to Create a Movement (and Not Just a Business)"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World&#039;s Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13","name":"Elizabeth Whitworth","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g","caption":"Elizabeth Whitworth"},"description":"Elizabeth has a lifelong love of books. She devours nonfiction, especially in the areas of history, theology, and philosophy. A switch to audiobooks has kindled her enjoyment of well-narrated fiction, particularly Victorian and early 20th-century works. She appreciates idea-driven books\u2014and a classic murder mystery now and then. Elizabeth has a Substack and is writing a book about what the Bible says about death and hell.","sameAs":["rina@shortform.com"],"award":["Contributions to joint task force efforts (FBI)","Contributions to Special Operations Division (DOJ & DEA)","Efforts to fight the war on drugs (NSA)","Contributions to Operation Storm Front (US Customs Service)"],"knowsAbout":["History","Theology","Government"],"jobTitle":"Senior SEO Writer","worksFor":"Shortform","url":"https:\/\/www.shortform.com\/blog\/author\/elizabeth\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/07\/business-man-thinking-in-chair.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/116328","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=116328"}],"version-history":[{"count":9,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/116328\/revisions"}],"predecessor-version":[{"id":116490,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/116328\/revisions\/116490"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/71931"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=116328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=116328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=116328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}