CCOPP Core Members,
re: DRAFT CCOPP MARKETING STRATEGY
indicated in the minutes of the meeting of July 15, I am pleased to submit
(below) a first draft of a CCOPP Marketing Strategy for your consideration and
discussion. Our challenge is to develop the best possible strategy to
“sell peace” (in simple terms), to advance a Culture of Peace and
Non-violence, at home and abroad. Your suggestions to improve the
document will be appreciated.
trust that this document will help as we activate our Action Planning Group
and prepare for a September or October meeting.
PEACE EDUCATION CONFERENCE IN
world is dangerous not because of those who do harm, but because of those who
look at it without doing anything." - Albert Einstein
FUTURE WILL YOU CREATE? - The
Canadian Peace Initiative (“CPI”) is a process to simply provide the
venues, support and guidance to ‘Open Space to Open Minds to Peace’.
The CPI process is open, transparent, patient and committed, drawing
people from all walks of life, freeing them from their stasis and mobilizing
them. All members of the Culture of Peace movement have to be leaders in
their own right, drawing on their own potential and inner strengths,
galvanizing, inspiring and energizing the peace movement. Everyone is a
peace leader and peace educator. Every day we must take ownership of
ourselves and our relationships: we can do anything we set our minds and
hearts to; we do no harm, expect and demand no harm be done to us or others;
no one is better than another; we are critical thinkers, finding our own
truths; education is our best investment and information our most important
resource. Building a healthy culture is about building healthy
relationships – we can do that. As we take ownership of peace
others will follow – because it will be uplifting and empowering, it will be
infectious, and lead to sudden, massive, cultural change.
(As in all things peaceful, this enlightening statement is the result of many
contributors and supporters. The CPI process has led to the Canadian
Culture of Peace Program .
POWER OF SOCIAL INTELLIGENCE – A CANADIAN CULTURE OF PEACE PROGRAM MARKETING
wars (and violence) begin in the minds of men, it is in the minds of men that
the defences of peace must be constructed.” UNESCO motto
need to adopt the mindset of most professional futurists and become systemic
optimists - those who believe that life can get better, but only if we
fundamentally alter the way we think and do things. We need to embrace
Culture of Peace Program (“CCOPP”) Members believe that the transformation
of the world from a culture of war and violence to a Culture of Peace and
Nonviolence is inevitable, the process will involve everyone, and will take
many paths. This proposal is submitted within the spirit of the ‘CCOPP
Protocol To Guide Our Conversations And Relationships’ at http://www.peace.ca/CCOPPprotocol.htm
CCOPP Marketing Strategy purpose is to respond to three questions regularly
asked of peace people by people in all walks of life:
do we want and need?
can I do?
Do We Want/Need?
“Maslow's hierarchy of needs is often depicted as a pyramid consisting of five levels: the four lower levels are grouped together as deficiency needs, while the top level is termed being needs. While our deficiency needs must be met, our being needs are continually shaping our behaviour. The basic concept is that the higher needs in this hierarchy only come into focus once all the needs that are lower down in the pyramid are mainly or entirely satisfied. Growth forces create upward movement in the hierarchy, whereas regressive forces push prepotent needs further down the hierarchy.” [Note 1]
of Maslow's hierarchy of needs.
“Physiological and Safety needs are primary for everyone. We need to physically survive, avoiding pain of all sorts. We need the security of a safe home, family and community. Many in our society cry out for law and order because they do not feel safe enough to go for a walk in their neighborhood. In addition, safety needs sometimes motivate people to be religious. Religions comfort us with the promise of a safe secure place after we die and leave the insecurity of this world. Then, we need to feel loved (non-sexual) by others, to be accepted by others. Humans have a desire to belong to groups: clubs, work groups, religious groups, family, gangs, etc.
are two types of esteem needs. First is self-esteem which results from
competence or mastery of a task. Second, there's the attention and recognition
that comes from others. This is similar to the belongingness level, however,
wanting admiration has to do with the need for power.
People who have all of their lower needs satisfied, often drive very expensive
cars because doing so raises their level of esteem. "Hey, look what I can
afford-peon!" The need for self-actualization is "the desire
to become more and more what one is, to become everything that one is capable
of becoming." People who have everything can maximize their potential.
They can seek knowledge, peace, esthetic experiences, self-fulfillment,
oneness with God, etc. It is usually middle-class to upper-class students who
take up environmental causes, join the Peace Corps, go off to a monastery,
is no reason that everyone can not experience growing satisfaction of their
physiological, safety, love/belonging, esteem and actualization needs (in
fact, to advance a Culture of Peace and as part of our CCOPP goals, we need
and society needs to grow or mature from satisfying deficit needs to
satisfying being needs). Currently, even in a ‘rich’ country like
is central to needs and wants. Abuses of power and greed by unscrupulous
leaders drive wars and violence. For example: the United States have
plans for the invasion of Canada should it be judged to be in their national
interest; President George Bush and Prime Minister Tony Blair lied about the
reasons for invading Iraq; the military/industrial/congressional congress
misappropriates billions of taxpayer dollars, robbing citizens’ education,
health and welfare programs; political leaders use fear to control the public,
and starve peace initiatives of resources. In other words, those in
power feel they have a vested interest in the status quo (to satisfy their
selfish power needs). But for the majority the status quo is not good
enough, it puts us and our families at risk, the suffering of others weighs on
our conscience, and we do not have to take it any longer. A more Civil
Society is within reach.
Empowerment is central to building a Culture of Peace. Citizens can take
back power by working for it through the above three step process.
Knowledge is power. The new currencies are information resources and
social intelligence and contacts (networks).
is an important question because people need to be able to visualize success,
and to ‘know’ that any program is ‘worth the cost’.
and violence are measurable, manageable and relative. CCOPP Members view
it that we live in a ‘continuum’:
War & Violence Peace & Non-violence
(high incidence of
(low incidence of
direct & indirect violence) direct & indirect violence)
best test is: “what is the effect on the least privileged in society?”
Our CCOPP assessment is that our Canadian Culture is still more predominantly
one of violence than peace (or stated more directly, “In Canada, we live in
a culture of violence”). In any case, evidence points to the fact that
we are significantly underachieving our potential, and far too many Canadians
(and others) are suffering harm (including death) unnecessarily. All the
reader has to do is look at some recent news headlines. Canadians know
that women and children must fear for their safety far too often.
[Note 8] show financial costs of violence against women in
Success entails significantly reducing the human cost of direct and indirect violence. There is a high degree of correlation of social intelligence with improving relationships and violence prevention. An investment of time, effort and/or money will provide superior rates of return to individual Canadians through meeting physiological needs, improved physical safety, increased love/belonging, increased esteem and actualization. There is a high degree of correlation of social intelligence with success at school, work and home. Furthermore, businesses are more successful in more stable, social environment – governments also.
Everyone is a potential peace builder, peace educator and peace leader. It is not fair or possible for one, or a small number of people, to be the leader(s) – accordingly, everyone is expected to share in the leadership, education and building. This is the ultimate in democratic participation and empowerment. We are all guides towards a better world for future generations.
The Symbol chosen to represent the Canadian Culture of Peace Program and CCOPP Members is in the form of an 'Inukshuk'. For millennia, massive stone figures built in the image of a human have stood silhouetted on the treeless Arctic horizons. Created by Inuit people, these Inukshuks serve as guides to point out a journey or a safe passage. The Canadian Culture of Peace Program believes this is a fitting Canadian symbol of the journey to safe and caring communities and world. It is also symbolic of our humble and durable role as ‘Servant Leaders’.
a conscience that no longer allows us to sit idly by while others suffer needlessly
desire to be part of something bigger than just oneself, and succeed in the process
those that seek peace, violence prevention and building a better world for future generations (it makes sense that peace educators/leaders/builders need the most peace education and social intelligence),
Those that will readily embrace the benefits of the Culture of Peace Program will be quick to join. Some may not join in until they have a direct experience with violence, or until we have reached a ‘tipping point’ where it becomes fashionable to join in (eg. when recognizable leaders are talking about it). Others may never join in – they will be the biggest losers, by not sharing the benefits of our work.
will be developing a “Tool Kit” to help Members. In the meantime, a
wealth of information is available on the following web sites:
• the Canadian Centres for Teaching Peace, the virtual peace education centre in Canada (see http://www.peace.ca ),
• the Canadian Culture of Peace Program (see http://www.cultureofpeace.ca ),• the Canadian Peace Education Foundation (see http://www.peace.ca/foundation.htm ).
As Carl Rogers said, “The only learning which significantly influences behaviour is self-directed, self-appropriated learning.”
Practice your social intelligence – spend at least one hour per week catching people doing something positive for peace, reinforcing that behaviour with a sincere “Thank You”. In the process, you will improve your social intelligence.
To keep people involved, we will have the community that will keep them interested and supported (i.e. local peace groups that serve as a magnet, positive reinforcement and support structure) – a Socially Intelligent Network. [Note 4]
The CCOPP Marketing Strategy needs to go a step further – “Branding the Peace Profession”. Branding means more than advertising – it is much larger, deeper and more encompassing in scope. Effectively establishing, positioning and promoting the Peace Profession brand would contribute to achieving all of the objectives identified in the CCOPP mission, vision and action plans. In particular, it would help communicate the core values of CCOPP and strengthen our identity, inside and outside the profession. It will also help enhance our influence by creating a consistent, integrated and powerful picture of the profession and the value it delivers to Canadians. Finally, a strong CCOPP brand would provide a solid and coherent basis for promotional efforts to Members, students, government, other institutions, the public and other key stakeholders.
Through the branding initiative, our goal is to achieve instant recognition for our CCOPP brand – recognition for what the brand stands for; for what it means to be a Peace Professional; for what you get when you engage a Peace Professional; for the type of person a Peace Professional is and the values he or she adheres to; and for the attributes and personality traits you can generally expect to find in a Peace Professional. The CCOPP brand should encompass and convey all this to the stakeholders significant to building a Culture of Peace and to its Members, in whatever context they work. Together, Peace Professionals must live the brand and deliver the promise for it to be effective.
is the essence of the brand and it must be relevant and inspirational. It
needs to be explained, communicated and nurtured. And, eventually, it needs to
be enhanced or changed to represent what Peace Professionals are today and
what they will become tomorrow.
To do this, all CCOPP Members will have to seize every opportunity to share the meaning of the brand and build the brand and its culture. The meaning of the brand must be unifying — it is a rallying point, used to build consensus. The meaning and essence of a brand builds synergy and precedes any presentation of a visual solution. It becomes integrated in the culture of the profession and constitutes a source of motivation for members.
A brand is a dynamic concept. At its heart is a vision, with goals and a strong belief in its meaning and essence. A brand also carries values and is characterized by a set of attributes and an underlying personality. For key stakeholders, the CCOPP brand is a promise and a value proposition. On the surface, it has an identity that everyone can recognize (e.g. a logo, such as the Inukshuk), but underneath its strength stems from a core culture that supports the brand. In our case, this is the members’ connection to the brand and their daily contribution to it through their work, practice, teaching and community involvement.
The brand strategy will be the central unifying thrust and idea around which decisions, actions and communications are aligned in a long-term perspective to strengthen and promote the CCOPP brand. Brand strategy should be built on:
It is believed that these two words succinctly and clearly capture the essence of the purpose of peace education and the Culture of Peace Program, as promulgated by the United Nations when adopted by the Canadian and a vast majority of other governments around the world. Social Intelligence by its nature works to change behaviours, forge values and incite institutional transformations from the current culture of war and violence to a Culture of Peace and Non-violence.
Social Intelligence is readily understandable, acceptable and supportable by most Canadians (although we will still have to define, explain and raise awareness; refer to additional readings below). Social Intelligence does not carry the ‘baggage’ often associated with ‘peace’. Nevertheless, Social Intelligence is at the heart of building peace, preventing violence and creating a better world for future generations.
We are on the verge of professionalizing peace. Embracing Social Intelligence as our CCOPP brand will help us be mindful to walk the talk, and gain recruits, resources and results in the process. [Notes 6 and 7, particularly Karl Albrecht's book "Social Intelligence"]
This is a living, breathing, evolving, organic document. Feedback is invited to info[at]peace.ca
1 – Excerpted from http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
. See other Maslow's
Hierarchy of Needs articles: http://web.utk.edu/~gwynne/maslow.HTM
2 – Citizen sharing in the leadership of their community and country is not
new. Pericles said: “We do not allow absorption in our own affairs to
interfere with participation in the city’s; we yield to none in independence
of spirit and complete self-reliance, but we regard him who holds aloof from
public affairs as useless.” And the Greeks had a word for the
“useless” man, a “private” citizen, idiotes,
from which the English word “idiot” comes.
4 - A Socially Intelligent Network is described at http://www.peace.ca/CCOPPorganization2004.htm
5 – To learn more about “Servant Leadership” reference the summary at http://www.peace.ca/servantleadership.htm
, and the output of the Leadership and Peace Workshop at http://www.peace.ca/CCOPPleadership2004.htm
6 - The section on Branding was tailored to CCOPP from the article “Branding
the CA Profession”.
Note 7 - See the following articles on Social Intelligence:
Intelligence: A New Definition of Human Intelligence, By Norman D. Livergood http://www.hermes-press.com/socint4.htm
Social Intelligence, by John F. Kihlstrom, University of California, Berkeley and Nancy Cantor, University of Michigan
Power of Social Intelligence, Professional Management Programs, UNIVERSITY OF
CANBERRA, AUSTRALIA http://www.canberra.edu.au/pmp/2005/courses-date/power-social-intelligence
Machiavellian intelligence, From Wikipedia http://en.wikipedia.org/wiki/Machiavellian_intelligence
Towards Social Intelligence in Autonomous Robotics: A Review, by BRIAN R. DUFFY http://www.manmachine.org/brd/publications/WSEAS2001-TowardsSocialIntell.pdf
Social Intelligence: The New Science of Success, by Karl Albrecht. ISBN: 0-7879-7938-4. Hardcover 304 pages. October 2005, Pfeiffer; US $24.95. According to author Karl Albrecht, More people have lost jobs, friends, marriages and mates because of social incompetence than for all other reasons combined. The simple fact is that people who have a highly developed sense of social intelligence have more friends, better relationships, more successful careers and happier lives than those who lack those skills. Now you can understand the concept of Social Intelligence and gain insight into how it plays out through interesting examples and situations taken from real life. Going beyond the typical "people skills" discussion, Albrecth presents a mental platform you can explore for yourself, offers a self-assessment, and provides tips and suggestions for Social Intelligence development. Order your copy of this book today and master one of life's key skills. http://www.josseybass.com/WileyCDA/WileyTitle/productCd-0787979384.html
8 – Costs and prevalence of violence in
The Health-Related Costs of Violence Against Women in Canada: The Tip of the
Iceberg, by Tanis Day, Ph.D., 1995, published by the Centre for Research on
Violence Against Women and Children, London, Ontario (email: firstname.lastname@example.org
) . This study includes a very detailed appendix on calculating the
costs of violence, including medical and dental costs, workplace costs,
long-term effects, existing community resources, and provincial/territorial
initiatives. Its estimate of the annual health-related costs of
violence against women in
Selected Estimates of the Costs of Violence Against Women, published by the
Centre for Research on Violence Against Women and Children. Project Manager
Lorraine Greavers, Ph.D., Research Associate Olena Hankivsky, M.A., Research
Assistant JoAnn Kingston-Riechers, M.A., 1995. This paper
estimates selected economic costs of three forms of violence against women -
sexual assault/rape; woman abuse in intimate partnerships; and incest/child
sexual assault - in four policy areas: health/medicine; criminal justice;
social services/education; and labour/employment. Partial estimated
annual costs of violence against women in these four policy areas are:
Social services/education $2,368,924,297
Criminal Justice $871,908,583
Labour/employment $576,764,400 and
For a total selected estimate of $4,225,954,322.
Paying for Violence: Some of the Costs of Violence Against Women in B.C. May,
1996, by Richard Kerr and Janice McLean, published by B.C. Ministry of Womens
Equality. Estimated costs of violence against women in British Columbia
(Canada) (in millions of dollars):
Criminal injury compensation 17
Victim assistance programs 3
Counselling for women 5
Aboriginal programs 3
Mental health care (Partial) 18
Alcohol and Drug treatment 7
Income assistance 161
Transition Houses 25
Sexual and Woman Assault Centres 2
Women's loss of work time 54
Children who witness abuse programs 2
Treatment programs for assaultive men 2
TOTAL IDENTIFIED COSTS $385
Costs and Prevalence of Violence in Canada see http://www.prairieactionfoundation.ca/costsViolenceAbuse.htm
There also are references to the cost of violence in "Health Aspects of Violence Against Women: A Canadian Perspective", by Diane Kinnon and Louise Hanvey, published as part of the Women's Health Forum August 8-10, 1996, in Ottawa. It refers to costs identified by the Canadian Panel on Violence Against Women, published in 1993. This paper says the World Bank has estimated that in industrialized countries, sexual assault and domestic violence take away almost one in five healthy years of life of women aged 15 to 44. (United Nations, Violence Against Women, prepared for Fourth World Conference on Women, Beijing, China, September 1995, New York, page 1).
9 – The above CCOPP Marketing Strategy benefited from a previous article
“How To Sell Peace” by
"the greatest marketing challenge in the world" for your
The challenge: How to mass market or "sell" peace, in a big way?
Although (anecdotally) over 90% of the people of Canada and the world positively embrace peace, virtually no resources (particularly money, but also human resources and information resources) is made available to build peace. Generally, people lack awareness of peace issues (most do not understand the need to look at the bigger picture), think they can leave it to their governments, and have no idea of what they need to do to contribute to building a better, more peaceful community and world. The reason no resources are provided for peace education and peacebuilding: the people with power and resources (wealth) have a vested interest in maintaining the status quo - while peacebuilding means changing the current world order. So there are fears (eg. what will they lose, etc.).
Further, peace has gotten somewhat of a bad reputation in some important circles. For example, 'peace activist' often has a negative connotation because of some violence that is too often associated with activism; peace is often associated with "pot smoking hippies of the Sixties"; George Bush (and other national, religious, business, etc. leaders like him) is prepared to bomb the hell out of other countries, killing innocent babies ("collateral damage") in the name of peace; many well intentioned peace people in the past have been misdirected; etc.; etc.; etc. We must reappropriate the word "peace".
Approximately 8 years ago, I started Canadian Centres for Teaching Peace ("CCTP") to help fill the gap in Information Resources (CCTP is currently a virtual organization, with a network of over 1000 peace educators in Canada and around the world). This year, we are in the process of getting the Canadian Peace Education Foundation ("CPEF") and the Canadian Culture of Peace Program off the ground. Fortunately, we have a significant group of peace educators and peace builders who wish to help.
to sell peace to the masses, as soon as possible (time is of the essence -
"people are dying for this"), through the "converted"
(i.e. current peacebuilders and peace educators, and like-minded). We
will also need to have patience, as it is difficult to change minds/attitudes
and behaviours, individually and organizationally (particularly
- a clear understanding of our "product" - peace (see Appendix 1 below)
- a clear understanding of our key target audiences, what motivates them and how to get them to significantly support peacebuilding and peace education (see Appendix 2 below).
- a marketing strategy (with a purpose of attracting money, human resources/volunteers, and action to build a Culture of Peace)
- an advertising campaign
- media buy-in
- help with getting the "biggest bang for our bucks"
believe that we want to sell
We can communicate by email, telephone (when necessary - for example, interviews at the appropriate time), and in-person; our Peace Education email listserver (110 members) and initiate a dialogue to gain a breadth of input to your project. CCTP can help with some out-of-pocket expenses (eg. printing of brochures, telephone costs, etc.). Finally, I suspect there are many knowledgeable people who may be able to provide you with some further background and input based on her experience with what I do.
There is no question about the significant benefits of this project:
- it certainly serves a real and most significant world problem
- peace is the most complex problem (it is termed a "problem of convergence"), and selling peace is accordingly complex
- as a minimum, this project would generate a prototype to attract a major, professional marketing effort
- it will attract money and people to advance peace education in
- it will get significant exposure through our web site and network of peace educators
- it will help reduce the human cost of violence
That is the challenge. I look forward to meeting and talking further about this.
A CLEAR UNDERSTANDING OF OUR "PRODUCT" - PEACE
means many different things to many different people. There are many
paths to peace. There is peace at the individual level, family level,
community level, national level, regional level and world level - each is
interconnected. It is complex. People need an understanding of
peace that they can "take hold of" (versus "fuzziness"),
and we can help give fairly clear examples of what peace is not (easier),
and what peace is (a little more difficult) below.
have a significant consensus on the values that underlie a Culture of Peace
Canadian Culture of Peace Program mission is to advance a Culture of Peace and
Non-violence at home and abroad. (ref. http://www.peace.ca/CCOPPstatement2004.htm ,
which embraces the values above).
Canadian Centres for Teaching Peace mission is to help
build a better world for our children, and advance peace in the world
The CCTP Vision is to significantly reduce the human cost of violence (direct
and indirect) in our communities and world. (ref. http://www.peace.ca/overview.htm and
This latter definition is more measurable (eg. numbers of wars, deaths,
injuries, incidence of violence, costs)
peace is not (intuitively, this is easier to define):
(the Bible's Ten Commandments) and hurting
stealing (the Bible's Ten Commandments)
lying (the Bible's Ten Commandments)
coveting (the Bible's Ten Commandments)
power based on force/coercion/belief that violence works/training in realpolitick (Culture of War and Violence characteristics)
enemy images/Intolerance and prejudice against people who are different/Extreme patriotism/Religious Intolerance (suspicion and fear) (Culture of War and Violence characteristics)
Authoritarian governance/Corruption/Obedience to orders from the top down (subservience and fear) (Culture of War and Violence characteristics)
Propaganda/Secrecy/Government control of media/Militaristic language/Censorship (Culture of War and Violence characteristics)
arms poliferation/militarism/preparation for war (Culture of War and Violence characteristics)
disrespect/disregard for human rights (Culture of War and Violence characteristics)
profiting from the exploitation of people and nature within and/or between countries (greed) (Culture of War and Violence characteristics)
male domination and power/Patriarchy (Culture of War and Violence characteristics)
community, national, international crime and (social) anarchy
nuclear holocaust and other weapons of mass destruction
peace is (we need to paint a good picture of what peace looks like at the
individual, family, community, national, regional, world levels):
Golden Rule: Do nothing that harms another person, that injures, jeopardizes
or even offends.
has probably learned in kindergarten the fundamentals of foreign policy: Don't
cheat. Don't lie. Don't steal. Don't kill. Don't hate.
Don't seek revenge. Be responsible. Treat others with respect.
Seek friends who follow these rules. (ref. How to Achieve World Peace http://www.peace.ca/worldpeace.htm
I REALLY NEED TO KNOW I LEARNED IN KINDERGARTEN http://www.peace.ca/kindergarten.htm
lives and protecting from harm (human security)
by persuasion and change by convincement/education for a culture of peace and
non-violence (Culture of Peace and Non-violence characteristics)
solidarity and international understanding (Culture of Peace and Non-violence
participation (Culture of Peace and Non-violence characteristics)
flow of information (Culture of Peace and Non-violence characteristics)
capability (Culture of Peace and Non-violence characteristics)
rights and responsibilities (Culture of Peace and Non-violence
development (Culture of Peace and Non-violence characteristics)
of women and men (Culture of Peace and Non-violence characteristics)
national, international law and (social) order
of nuclear weapons and other weapons of mass destruction
MARKET AND/OR CUSTOMERS/CLIENTS FOR A CANADIAN PEACE INSTITUTE
CANADIAN PEACE INSTITUTE SWOT ANALYSIS)
list of the potential market and/or customers/clients for a Canadian Peace
Canadian federal government (there are several departments, such as DFAIT,
CIDA, foreign diplomats, DND, justice, corrections, health, social services),
Foreign governments (e.g..
Canadian provincial and municipal governments (teacher education, education
systems development, police services, victims services, safe and caring
cities, safe and caring schools; responding to real community needs as
identified by the community)
the UN (including many UN agencies, UN Universities,
private research services,
businesses (e.g.. international businesses vis international affairs, employee
relations, public relations, conflict resolution/ADR)
non-government organizations (e.g.. CARE, Red Cross, religions, foreign NGOs;
teaching leadership, fund-raising, etc.)
individuals (e.g.. target hardening courses, enlightenment seekers)
OF A MASS MARKETING STRATEGY FOR PEACE
market? We are looking for people to "buy in" to peace,
peacebuilding and peace education in a mass way. Although they may be
basically similar, there will probably be a number of different marketing
strategies (eg. targeting individuals, families, communities, national,
regional, international, businesses, governments, religious organizations,
educational institutions, NGOs, etc.).
Culture of Peace and Non-violence characteristics:
leadership by persuasion and change by convincement/education for a culture of peace and non-violence
free flow of information
respect/human rights and responsibilities
equality of women and men
other attributes of peace (from above):
saving lives and protecting from harm (human security)
community, national, international law and (social) order
leadership by persuasion and change by convincement:
influence (reference the book 'Influence: Science and Practice' by Robert Cialdini Chapter by chapter topic summary ; and 'Persuasive Technology: Using Computers to Change What We Think and Do' by B.J. Fogg)
believe that we want to sell
Live on Purpose
difference in perspective and priorities
- perspective most important difference between the 20% and the 80% (the 80% don't starve, suffer or lose - but they also don't win; the 20% wish to be fulfilled, to win)
- life is made up of choices
- adding value to the universe
- committed to having their lives make a difference
- take the tombstone test
- help others to get what they want (solve customer problems)
Before - Visualize (Vision)
the ability to create (the future)
- role play (see their points of view - "the fires")
- see our advantages and the happy ending (how it will solve their problems)
- just do it
During - Obstacles to Change
No Trust (build relationship - have their interest in mind)
No Need (show the difference between now and later - recognize problem)
No Help (how my solution can solve and meet his needs - the happy ending)
No Hurry (maximize benefits/minimize risks - payoff As Soon As Possible)
walk in their shoes
After - Show you are there to help
Self Management - how you get what you want (self interest)
we become what we think about
if you don't keep checking your goals, you will go off track
are a number of books out now looking at a new Canadian Peace Vision:
Home in The World:
Best Country: Why