What Mozilla Can Learn From Other Movements

What can
Mozilla learn
from other
movements?
Chelsea Novak, Mary Colvig, Jane Finette,
Clint Talbert, Atul Varma, Austin King, Mark Surman
Mozilla Summit - July 2010
Thursday, July 8, 2010
FairTrade Coffee
Clint Talbert

Fair Trade Coffee
1/5/2007 3 Mozilla Corporation Confidential

Fight Fire with Fire
Free trade was supposed to eliminate poverty.
It didn’t.
Fair Trade was a response to this, determined to

use a market based strategy to alleviate
poverty.
2 Mozilla Summit 2010

How does FairTrade inspire me?

Pitfalls of Fair Trade
* Criticized for not being involved in worker
rights, for workers on fair trade farms
* Still a wide income disparity between what
people consumers pay for coffee and what
producers receive
* Works as its own constraint - by definition it’s
small scale until enough consumers demand
the entrenched companies to begin carrying
fair trade prodcuts.
6
Takeaways for Mozilla
Creating an “empowerment” marketing strategy
is a good idea - fight traditional marketing with
our own re-definition of it
Unfortunately, most consumerist marketing
efforts are attempting to do the same
“empowerment” strategy, we have to
differentiate ourselves by being a real
movement.
Need a clear cause, so that our cause doesn’t
hamstring us in the future
What Mozilla can learn
from other movements
Boy Scouts
July 2010 - Mozilla Summit

Why Scouts?
9 What Mozilla can learn from Boy Scouts

Why Scouts?
• Wanted to find a 100 year old volunteer movement.

Why Scouts?
• That spanned cultures and continents.

Why Scouts?
• And focused on practical things, not advocacy.

Why Scouts?
• This is scouting.

Why Scouts?
• This is scouting.
• PS: I loved being a scout!

Some facts

Some facts
• Started in 1907 in UK. Now in 155 countries.

Some facts
• ~115 million Scouts, ~30 million volunteer leaders.

Some facts
• $15 million / year in donation income (US only).

Some facts
• Badges earned in 1911: 87 (US only).

Some facts
• Badges earned in 1911: 87 (US only).
• Badges earned in 2008: 1.9 million (US only).

Famous Scouts
• Marshall Mcluhan
• Richard Branson
• Barack Obama
• Mohammed Ali
• Stephen Spielberg
• Michael Moore

Why Scouting inspires me

• Massive, lasting voluntary organization.

• Focused on both values and skills.

• Has created millions of leaders and doers.

• On almost every part of the planet.

• Mixes local + global elements.

• Mixes local + global elements.
• Fun!

What can Mozilla learn?

• 100 year movement is not so hard to imagine.

• It helps to have:

• Massively scaled sense of belonging (‘I am a scout’)

• Clear way to recognize achievement (badges)

• Simple, fun local ‘club’ model (scout troops)

• Simple, fun local ‘club’ model (scout troops)
• Swag (aka uniforms)

Proposals for Mozilla

• Develop simple ways for people to ‘join’ Mozilla.


• Provide specialized swag to people who join.


• Build badge system for web devs and others.


• Create local clubs / meetups on regular sked.


• Drumbeat / Engagement have some elements.


• Drumbeat / Engagement have some elements.

•
... but we need to focus, simplify, rationalize.

What Mozilla can learn
from other movements
Boy Scouts
July 2010 - Mozilla Summit

Alcoholics
Anonymous
Mary Colvig

Why I chose AA...
• Mutual aid organization

• Global, decentralized org
• Long history (est. 1935)
• Value based

How does AA inspire me?
• “Network Effect” - each person
makes the org stronger. (The Starfish & the
Spider, Ori Brafman)
• Clear set of values.

• Fosters & affects real change.
• Sustained for 75 years.

Key Lessons from AA
• Highly decentralized
• Value driven
• Set of “12 Traditions” or
suggestions
• Organization contingent on
relationships
• Sponsors
Mozilla Summit 2010

• Successful movements are based on
relationships - not just people.
• Consider more established set of
“suggestions” to foster ground game.
• Continue to foster decentralized “out posts”
• Mentors useful to help guide people into the
project.

Conscious
Capitalism
Chelsea Novak

Why I chose Conscious Capitalism
• An example of a market-driven movement
• Far-sighted, responsible and ethical approach to
business
• Creates a network of like-minded and similarly
committed businesses
22
Mozilla Summit 2010
How does Conscious Capitalism
inspire me?
• All stakeholders long-term needs are
considered -- consumers, employees, vendors,
stock holders, the environment, etc
• Fosters self-sustaining, long-term, systemic
change
• Encourages corporations to think about
purpose alongside profit

Key Lessons from Conscious Capitalism
• Do well by doing good
• If you don’t like the way the system works,
change it
• you need passion and commitment to your
ideas and principles

• Our values are as important as our product
• We need to communicate that in everything we
do
• Value-driven products matter to consumers
• We can lead by example and expand our
network of like-minded organizations

Seattle Tilth:
Packaging Diverse Movements
What can Mozilla

learn from other movements?

Why I chose Seattle Tilth
• Not for profit

• Visionary Core Mission
• 30 years later (est 1978)
• Nom nom nom...

How does the Tilth inspire me?
mooshee85 on Flickr “Mcdonald’s Cheesburger”

Key Lessons from the Tilth
Diversity vs Mono-culture
Seed Banking
Heirloom Plants
Tastings
Promoting local foods
Mozilla Summit 2010
• Core Vision - stay on target

• Temper message:
•Adapting to external trends
•Promoting related efforts
• Offer various levels of Education
• More Baby Steps and Membership
• Provide concrete actions for participation

826 National
Atul Varma

Products they make & sell

Why I Chose 826 National
It's decentralized.
It's about making things.
It's vibrantly creative.
It's odd.

How Does 826 National Inspire Me?
It inspires me to create.
It unites amateurs and professionals who love

writing.

Key Lessons From 826 National
Revenue need not come from utility.
People should know when and how they're

supporting a non-profit.

Everything we create should be an

embodiment of what we promote.
The mission should be obvious.
Bring together professionals and amateurs.

Something To Try
Spend at least 3 minutes a week making a Web

page.
Then, share it with someone...
...If kids can do this, you can too!


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What can

Mozilla Summit - July 2010

1/5/2007 3 Mozilla Corporation Confidential

Fair Trade was a response to this, determined to

2 Mozilla Summit 2010

3 Mozilla Summit 2010

July 2010 - Mozilla Summit

Thursday, July 8, 2010

9 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Wanted to find a 100 year old volunteer movement.

9 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Wanted to find a 100 year old volunteer movement.

• That spanned cultures and continents.

9 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Wanted to find a 100 year old volunteer movement.

• That spanned cultures and continents.

• And focused on practical things, not advocacy.

9 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Wanted to find a 100 year old volunteer movement.

• That spanned cultures and continents.

• And focused on practical things, not advocacy.

9 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Wanted to find a 100 year old volunteer movement.

• That spanned cultures and continents.

• And focused on practical things, not advocacy.

• PS: I loved being a scout!

9 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Started in 1907 in UK. Now in 155 countries.

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Started in 1907 in UK. Now in 155 countries.

• ~115 million Scouts, ~30 million volunteer leaders.

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Started in 1907 in UK. Now in 155 countries.

• ~115 million Scouts, ~30 million volunteer leaders.

• $15 million / year in donation income (US only).

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Started in 1907 in UK. Now in 155 countries.

• ~115 million Scouts, ~30 million volunteer leaders.

• $15 million / year in donation income (US only).

• Badges earned in 1911: 87 (US only).

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

• Started in 1907 in UK. Now in 155 countries.

• ~115 million Scouts, ~30 million volunteer leaders.

• $15 million / year in donation income (US only).

• Badges earned in 1911: 87 (US only).

• Badges earned in 2008: 1.9 million (US only).

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

11 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010