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WATCH: Colin Kaepernick is New Power’s 6 Billion Dollar Man [Purpose]

January 9, 2019

“Wall Street should get behind businesses that know how to cultivate their new power community.” – Avaaz/Purpose co-founder Jeremy Heimans

Nike’s market cap rose by $6bn after it championed Colin Kaepernick.

ComNet18 Keynote, October 12, 2018: “Jeremy Heimans, Co-Founder and CEO of Purpose and Henry Timms, Executive Director of 92nd Street Y spoke about “new power” frameworks and how social good communicators can leverage this way of thinking.”

Jeremy Heimans: Finally, movements are all about moments. There’s a skill around deploying those moments in order to mobilize people and to build something that’s sustainable. In the book, we identify three kinds of moments. We call them the three storms. The first of those is storm-creating.

Henry Timms: So, think about Nike’s decision to launch the Kaepernick commercial the day before the first day of the season. This was long planned. This was behind closed doors. They were very intentionally deciding to drive this intensity around this moment and their brand has benefited in the tunes of billions of dollars since that moment has come. They were able to decide to create a storm. The second thing is though isn’t just are you able to create a storm when you choose but what you do when they come along.

 

[The full presentations from this event can be found here.]