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The Anatomy of Revolutions

Revolutions take place when a large enough group of people agree to challenge the status quo. But, one person has to lead. One person has to be the spokesperson for that revolution.

  • Martin Luther King was the spokesperson for civil rights.
  • Gandhi was the spokesperson for the revolution that led to India's independence.


Revolutions don't start with millions of people. They begin with what Seth Godin calls the smallest viable audience. The spread through the dissemination of ideaviruses and the work of a small army of people who care. That's the anatomy.

Conventional wisdom teaches us to reach more eyeballs, get more clicks, etc., etc., If people join your revolution, treat them like the most important people in the world. They're more likely to spread the word than strangers on the internet who you have no relationship with.

But if you want to start a revolution when nobody knows who you are, you have to go first. You have to dare to step out of line, question authority, and risk being excommunicated from the tribe. You have to live with the possibility that people will question your sanity. You have to be the spokesperson for your revolution.

AJ Leon started a revolution when he left his investment bank to pursue a life of intention, meaning, and purpose. He disseminated an idea virus with The Life and Times of a Remarkable Misfit. Eventually, people joined. Before long, people were willing to come from around the world to Fargo, North Dakota.

People have to know the purpose of your revolution. What is it for? What will it do for them? Your revolution isn't about you. It's about the people who join it. Make it about them, and they will go out to recruit more people to join your small army.

After reading Seth's new book This is Marketing a second time, I realized the purpose of our revolution at The Unmistakable Creative. It's to show the people join that their reality is malleable and their creativity is limitless.

So we updated the copy on our home page. The final line of copy reads "As they say in the matrix, all we're offering you is the truth. Instead of "Click here to subscribe" it says "Click here to unplug." Our new welcome email introduces them to the 7 commandments of the unmistakable creative (I'll share an infographic with you soon).

Leap first. That's how revolutions begin.

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