12 Social Movement Principles


Viral Change™ is non-linear (like life!): problems or challenges of any size can be dealt with by a small, well-chosen set of critical, non-negotiable behaviours, which are practiced and spread by a relatively small number of highly influential people. This creates a critical (and growing) mass of followers who copy each other, shaping change faster and more effectively. The key to success is the orchestration of this.

This product includes:

  • 4 Articles written by Dr Leandro Herrero:
    • No revolutions here, we are corporate. Is corporate life shielded in the Era of the Unpredictable?
    • Give me good practice and I will create a good theory to explain it. Even a good philosophy and a disruptive worldview
    • Large scale mobilization of people needs a small scale set of orchestrators. It works in society and it works in organizations
    • 12 simple rules of social change, organizational (culture) or societal (2 of 2)
  • 2 Webinars
    • The myths of change
    • How to create a social movement
  • Time to REFLECT: 4 Questions for you to increase your learning outcome
  • Time to SHARE: A summary of main take-aways you can share with friends & colleagues or via social media

What you will learn:

  • Why and how social change principles apply to organizational change and what that means for ‘change management’
  • What the myths of change are (common misconceptions of change) and what we can replace them with
  • How the mechanisms of large scale change work

In one of our books, Homo Imitans: the art of social infection, viral change in action, we make the point of bridging the gap between what business organizations have traditionally seen as ‘their management world’ and what society sees as ‘social movements and social change’. There are no differences. Change is behavioural in both. Grassroots, bottom-up leadership is more powerful than top-down dictation. This is equally true inside the organization ( private, public, business, NGO…) and in streets, towns and neighbourhoods. In both worlds the formula is the same: small set of non negotiable behaviours, small numbers of highly influential individuals, informal social networks, stories and new narrative and a form of leadership which is distributed.