New Power! Book Review: How To Connect With The Crowd To Build A Better World
In today’s digitally connected word, the power to shift consumer behavior and influence social movements is derived from the ability to mobilize people around the world. Movements such as #BlackLivesMatter, #MeToo, #MarchForOurLives are impacting politics and changing culture in the United States and around the world. At the same time, advertising, digital marketing specifically, is increasingly driven by social media, user-generated content and brand-driven movements. In other words, the phenomena transforming society today is fueled by the ability to activate large numbers of people to participate in a collective conversation.
Jerry Heimans and Henry Timms’ new book titled New Power! reveals how engaging masses of people is being used for both positive and negative objectives in politics, advertising, activism and more. What’s more, the book shares practices that help the reader gain the power to connect with people at scale. As such this is a must read for anyone looking to engage people to help them build a movement around a cause or a brand.