Sachs’ Basic Training in Empowerment Marketing.

For complete information, see the appendices to chapters 5 & 6 in Winning the Story Wars.

This Tool recommends three activities.

Letter about the Broken World. Write a short letter from the perspective of the “Hero in waiting” about what she experiences before she joins the K2A journey on which you are inviting her. Use this letter to go beyond the stats and the scientific evidence to explore “what is broken about the world” from the perspective of this stakeholder – as it relates to the problem your K2A activities aim to solve.
1. This will help you better describe the problem to your target audience, anticipate what might give rise to apathy or doubt; and how this can be turned around to motivate action and the belief that this hero in waiting can make a difference to something about which she cares. How? By getting involved in the K2A quest you offer her.

Letter remembering the K2A Journey: Write a short letter from the perspective of your “Hero in waiting” that explores what it would feel like to have completed the K2A journey on which you are inviting her. Use this letter to anticipate:
1. The Call to Adventure that attracted her to join the K2A quest.
2. Challenges that the Hero in waiting may face during the K2A quest to implement your theory of change, and how she will overcome those challenges
3. How the community benefits from her heroic contribution to the K2A quest (aka the Brand Boon), and what that feels like for her?
4. How she personally grows as a result of her contribution to the K2A quest.
5. What she received from the K2A team (aka the Mentor) that helped her be successful (and if you are creative, play with the idea of the “Brand gift”).
6. The moral of the story the Hero learned after being successful in the K2A quest.

Use the intel you gain from the two letters to inform all of your K2A communications as it relates to each part of your journey to ascend Ganz’s campaign mountain by which you will implement your theory of change. Communicate these insights using the “tone” and “voice” appropriate for the “Brand Archetype” you select to make your K2A Mentoring Team relatable to your Heroes in waiting. Practice this by creating Dialogues between the Mentor and the Hero for whatever stage in the K2A journey your team finds itself.

Start by imagining the dialogue that will be required to convince your stakeholders to attend your Kickoff activity. Use these insights to draft the invitation – be it a poster, email, commercial, meeting request, or some other format.