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How many people does it take to change the world?

· Therapy

Nathan Winograd worked at the Society for the Prevention of Cruelty to Animals in San Francisco. What most people don’t understand is that SPCA wasn’t designed to help animals but to get rid of them. Every year, they would euthanize over four million.

Fed up with how things were, Winograd attempted to start the first no kill shelter. When Winograd went to City Council to plead his case, members of SPCA flew from all over the country to testify against him. His critics said it couldn’t be done, it would be inhumane and it would be financially irresponsible.

But Winograd persisted.

He went to the locals, the weird, the few who cared enough to join his cause.

And it worked.

After a few years, San Francisco became the first no kill city. Winograd went on to do it again in other places like New York and North Carolina.

It turns out, the best way to change the minds of the majority, to challenge the status-quo, is to enroll 25% of the population. The challenge in our day is figuring out how to get 25% of the population to support your movement.

It’s a common misconception though to think we must change the minds of everyone in the entire world.

This isn’t true.

The world is divided into tribes. Tribes are defined as an assembled group with common interest and goals (insiders).

Rockers who prefer Van Hagar over Van Halen is a tribe. Skiers who enjoy riding $60,000 gold plated skis is a tribe. Apple has a tribe. So does Samsung, and Nike, and REI.

When we are talking about changing the world, we are not actually talking about changing the entire world—we are talking about changing a segment of the world.

Winograd didn’t have to change everyone’s mind. Just someone's.

Social change starts at the edges. A small group of people that are eager and ready to be assembled.

Slowly, over time, as your movement grows, once you hit the tipping point, you have an opportunity to cross the chasm. And maybe, make the change you are seeking to make.

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