Market Rebels: How Activists Make or Break Radical Innovations Review

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Market Rebels: How Activists Make or Break Radical Innovations ReviewThis book reminded me of an event that took place about ten years ago, when Starbucks came to town and parked their store right next door to my favorite coffee shop in Westport. I thought it would be the end of the best café mocha in town.
Local merchants reacted as though the neighborhood was being invaded. They banded together, posted flyers in their windows, talking to and encouraging local residents to buy from locally owned businesses. It's what Rao describes in his book as "a Hot Cause," an event that stimulates the emotions of people and creates new meaning. Suddenly, at the local coffee shop, we weren't just buying coffee, we were engaging in acts of community loyalty. The local business owners had successfully created what Rao calls a "community of feeling" and through a "cool mobilization" they got merchants and neighbors engaged in actively supporting the Broadway Café' and protesting the opening of a "corporate" coffee shop. The campaign worked so well that the local coffee shop saw their business actually improve after Starbucks moved in right next door.
Rao's book wraps an absorbing, storytelling approach around solid, academic research showing how activists have been the key to the popularization of the automobile (and all this time I thought Henry Ford was solely responsible), the development of the personal computer, the successes, failures, and persistence of chain stores, and the spawning of microbreweries in the U.S.
The author does an amazing job describing how the same underlying processes that spawned all those wonderful innovations (assuming you think cars, good beer, and inexpensive laptops at Best Buy are a good thing) also powered such disparate causes as the antibiotechnology movement in Germany, the slow food (anti-fast food) movement in Europe, the deaf rights movement in France, and shareholder activism in the United States.
This book will unquestionably spur your thinking about how to get people aligned and engaged in your cause - whether it's a business opportunity or your favorite social cause.
One footnote, after ten years of head to head competition, the Starbucks moved out and the Broadway Café' continues to thrive.
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