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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.