2. I have a….
METRIC?

3. I have a….
DREAM

4. Worksheet
Q1. Are you satisfied with your organization’s current audience building – the status quo?
Yes No
What is Audience Building?

5. HACK #1
Scenario Planning
Can you imagine a tomorrow that is different from today?
Can you imagine alternative futures – more important, can you consider the implications of different futures?

6. Worksheet
Q2. If your answer is NO …
What must change for you to become satisfied?

7. “I have a dream that …”
The nation will rise up and live out the true meaning of its creed
Sons of former slaves and sons of former slave owners will sit down together at the table of brotherhood
Even the state of Mississippi will be transformed into an oasis of freedom and justice
My four children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character
Down in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers
Every valley shall be exalted, every mountain made low, crooked places made straight and the glory of the Lord shall be revealed
HACK #2
Modeling Change
Change =
Dissatisfaction *
Vision *
Process
C = D * V * P

8. Worksheet
Q3. What individual or group of individuals have to do something different for your change to occur?
Q4. For this person (or people), what or who is most influential?

9. Knowledge Awareness BEHAVIOR HACK #3 Activation Point
If knowledge alone was enough to inspire action, the world would already be a better place. Real change requires action, and the key to moving people from knowledge to action is persuasion.
Nudge
Nudge innovations alter behavior through choice architecture and design.

10. Worksheet
Q5. Close your eyes. Imagine today is January 26, You are writing a press release announcing your organization’s audience building accomplishments.
Open your eyes. Write the headline and first two or three paragraphs.

11. HACK #4
Practice Six-Word Stories
Challenged to tell a story in six words, Hemingway wrote: “For sale: baby shoes, never worn.”
Ritz-Carlton uses six-word stories to capture great tales of customer service.
“Honeymoon. Lost camera. Priceless memories reimagined.”

12. Worksheet
Q6. What are the key “If … , then.” statements that move you from today to your headline. Write down the “If … , then.” statements. Note how many it takes.

13. If farmers markets designate some of the most loyal customers as “ambassadors,” then these customers will value the status and work as volunteers.
If ambassadors invite friends to try the farmers market, then the friends are more likely to say yes than if approached by the market directly.
HACK #5
“Look Forward, Reason Back”
Create decision trees to spell out where each choice takes you (and other players in the game). Then pick the spot where you want to end up and “prune back” to identify the optimal course of action.
Source: Professor John Morgan, MBA 211 Game Theory,

14. Worksheet
Q7. What could go wrong – name three things?
Q8. For each potential hazard, what is probability that it could occur?
Q9. For each potential hazard, what are the consequences?

15. No change in business
5-10% increase in shoppers: triggers contingency plan to lease more parking spaces, add 1 farm stand
10% + increase in shoppers: triggers marketing partnership with Uber, add 3 farm stands
Successfully recruit
10 market ambassadors
Business decreases 5%: fire ambassadors ?
Test new Incentives in Fall
Fail to recruit 10
market ambassadors
End experiment
HACK #6
Avoid Delusional Optimism, Learn How to Take The Outside View
1. Select a reference class; 2. Assess the distribution of outcomes; 3. Make an intuitive prediction about your project’s position in the distribution; 4. Correct the intuitive estimate.

16. Worksheet
Q10. Weigh authentic options – dissatisfaction with STATUS QUO (remember Q1) vs. effort required to implement contingency plans when risks materialize.
Hack #7: Don’t take the bait. Question is NOT time & effort of intervention vs. cost of status quo.

17. The promise of the Dream.
Time, money and psychic energy associated with risk management and contingency planning.