DigiActive.org

Book Review: Activists and Innovation

Book Title
Market Rebels: How Activists Make or Break Radical Innovation

[Hardcover Publish Date is 18 January 2009]

Author
Hayagreeva Rao

Subject
This book explores how innovations and new technologies are changing the way people mobilize  around a cause.  Rao offers several examples of how activists have gone against the mainstream and used various technologies and tools to their advantage.

He offers many examples of how this has occurred, but one of the most insightful conclusions he comes to is that some of the most successful examples are a combination of what Bob Sutton, who has worked closely with Rao, calls the “one-two punch of a “Hot Cause” and “Cool Solutions.”  He goes on to say:

A hot cause like deaths from tobacco or medical errors can be used as springboards to raise awareness, spark motivation, and ignite red-hot outrage.  And naming these as enemies is an important step in mobilizing a network or market. But creating the heat isn’t enough; the next step needs to be cool solutions.   This doesn’t just mean identifying technically feasible solutions, it also means finding ways to bind people together, to empower them to take steps that help solve the problem, and to create enduring commitment to implementing solutions.

Activists, or “market rebels,” are those who defy conventional communication channels and leverage existing digital technologies by introducing radical and innovative ways to use them.  Under this model, many of the examples highlighted on DigiActive indicate that the range of uses for these tools will broaden beyond what which they were originally “intended” for.

It sounds like a book that should be top on the reading list of anyone with a cause they feel strongly about who wants to utilize the technologies out there.