I interview Social Entrepreneurs the world over on my podblog. I’ve also worked alongside these folks for about a decade. Across all of this, I’ve noticed common themes in the ways that they build successful cause based businesses – so, I offer these 10 keys as the first step on your journey to pursuing your dream of sparking social change. I’ll publish new keys each week, so follow this series, learn from it, incorporate it into your work, and become a part of our movement at socialchangenation.com
5.) Wear your heart on your sleeve.
Don’t make me dig for it. A lot of companies have some kind of a social mission, but (for reasons that I cannot fathom…) they don’t tell me their story. As a result, I have to dig through 20 webpages to figure out why you do what you do…by then I just don’t care anymore. Cotopaxi, Panda, and other terrific social entrepreneurs like them display their story prominently from page 1 and weave it through every interaction with the company. That’s how it’s done – make it clear to me right away why I should be loyal to you. The great organizations do this, and you‘ll have to as well if you want to have successful cause based marketing.
This is why it is incredibly important that your social mission is near and dear to your heart. If you don’t have some kind of personal connection to your cause it’s going to be incredibly difficult to convince others to make purchases to support it. So, please take the time to get your cause based story right. I would also highly recommend that alongside running your business you become an active part in your cause based mission. A great example of this is LSTN Headphones. Check out a page here to see videos of their founder out in the field.
Authenticity is the ultimate currency in Social Entrepreneurship. You’ve gotta have it and then you’ve gotta show it to win in this game.
3 Quick Tips to get Started on this Key:
- Check out the video from LSTN Headphones and make one like it.
- Don’t be afraid to laugh, to cry, and to get in the face of the people perpetuating the injustice you’re working to fight.
- Write your manifesto. Be completely raw with it and post it front and center on your website. Check out my favorite Manifesto from Sword and Plough
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