In an age of mistrust, communicating more isn’t enough. Influence comes from building networks
Serbian President Aleksandar Vučić ’s loss in recent elections was startling for a number of reasons. First, during his 14-year reign, Vučić had come to rule the country with an iron hand. Second was the scale: The opposition Student List candidates won 52.65% of the vote , while Vučić’s United Serbia party took only 39.2%. But even more important, which you couldn’t see from all the big crowds…
In a time marked by growing mistrust, the ability to communicate alone is insufficient for effective influence. Rather, building networks has become the key to gaining traction. This insight was highlighted by Serbian President Aleksandar Vučić’s defeat in recent elections, where his party received only 39.2% of the vote compared to the opposition Student List candidates who garnered 52.65%.
However, the true power behind this shift lies in the "analog strategy" adopted by the students, which involved door-to-door campaigning rather than relying on high-tech tactics.
As trust in institutions has eroded, traditional methods like press releases and podium announcements have become increasingly ineffective. Organizations must now focus on creating visceral, grassroots networks to capture attention and influence. The concept of "leaderless revolutions" gained traction in the early 2000s, as seen in the color revolutions in Serbia, Georgia, and Ukraine, and the Arab Spring across the Middle East.
These movements lacked a charismatic leader but thrived due to self-organizing networks empowered by technology.
Political scientist Moisés Naím's work, "The End of Power," emphasized that institutions' power had diminished due to increased mobility, technological change, and declining poverty. While this was partially true, Naím's analysis often overlooked the crucial role of well-structured movements. In 2004, during Ukraine's Orange Revolution, it was evident that despite the tech-driven communication, the protests were meticulously planned by trained activists.
The success of movements like the Orange Revolution demonstrates that behind the scenes, small groups work together to maintain strong connections and shared values. This model was also observed in Saddleback Church in California, which grew rapidly not because of large-scale events, but due to thousands of small prayer groups that meet regularly. These groups build tight bonds and foster support within the community, creating a cohesive and powerful network.
In the context of the COVID-19 pandemic, Dr. Anthony Fauci's televised messages failed to gain widespread trust, as people were more likely to turn to their own "prayer groups" for information. These groups, often fueled by misinformation, functioned independently of official channels, highlighting the challenge of gaining genuine influence in a mistrustful environment.
The lesson here is that while technology can facilitate communication, the true power lies in building strong, decentralized networks that foster trust and shared purpose.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
