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

Mozilla Summit - July 2010
Thursday, July 8, 2010

Fair Trade Coffee

1/5/2007
Thursday, July 8, 2010

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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.

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Thursday, July 8, 2010

Mozilla Summit 2010

How does FairTrade inspire me?

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Thursday, July 8, 2010

Mozilla Summit 2010

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.
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Thursday, July 8, 2010

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
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Thursday, July 8, 2010

Mozilla Summit 2010

What Mozilla can learn from other movements

Boy Scouts

July 2010 - Mozilla Summit

Thursday, July 8, 2010

Why Scouts?

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What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouts?

Wanted to find a 100 year old volunteer movement.

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What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouts?

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Wanted to find a 100 year old volunteer movement. That spanned cultures and continents.

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What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouts?

• • •

Wanted to find a 100 year old volunteer movement. That spanned cultures and continents. And focused on practical things, not advocacy.

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What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouts?

• • • •

Wanted to find a 100 year old volunteer movement. That spanned cultures and continents. And focused on practical things, not advocacy. This is scouting.

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What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouts?

• • • • •
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Wanted to find a 100 year old volunteer movement. That spanned cultures and continents. And focused on practical things, not advocacy. This is scouting.

PS: I loved being a scout!

What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Some facts

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Some facts

Started in 1907 in UK. Now in 155 countries.

10 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Some facts

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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

Some facts

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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

Some facts

• • • •

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

Some facts

• • • • •

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

Famous Scouts

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11 What Mozilla can learn from Boy Scouts

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

Thursday, July 8, 2010

Why Scouting inspires me

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouting inspires me

Massive, lasting voluntary organization.

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouting inspires me

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Massive, lasting voluntary organization. Focused on both values and skills.

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Why Scouting inspires me

• • •

Massive, lasting voluntary organization. Focused on both values and skills. Has created millions of leaders and doers.

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

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.

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

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.

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

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. Fun!

12 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What can Mozilla learn?

13 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What can Mozilla learn?

100 year movement is not so hard to imagine.

13 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What can Mozilla learn?

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100 year movement is not so hard to imagine. It helps to have:

13 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What can Mozilla learn?

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100 year movement is not so hard to imagine. It helps to have:

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

13 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What can Mozilla learn?

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100 year movement is not so hard to imagine. It helps to have:

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Massively scaled sense of belonging (‘I am a scout’) Clear way to recognize achievement (badges)

13 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What can Mozilla learn?

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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)

13 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What can Mozilla learn?

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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) Swag (aka uniforms)

13 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Proposals for Mozilla

14 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Proposals for Mozilla

Develop simple ways for people to ‘join’ Mozilla.

14 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Proposals for Mozilla

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Develop simple ways for people to ‘join’ Mozilla. Provide specialized swag to people who join.

14 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Proposals for Mozilla

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Develop simple ways for people to ‘join’ Mozilla. Provide specialized swag to people who join. Build badge system for web devs and others.

14 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Proposals for Mozilla

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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.

14 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

Proposals for Mozilla

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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.

14 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

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

14 What Mozilla can learn from Boy Scouts

Thursday, July 8, 2010

What Mozilla can learn from other movements

Boy Scouts

July 2010 - Mozilla Summit

Thursday, July 8, 2010

Alcoholics Anonymous

Mary Colvig

Mozilla Summit - July 2010
Thursday, July 8, 2010

Why I chose AA...
• Mutual aid organization • Global, decentralized org • Long history (est. 1935) • Value based

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Thursday, July 8, 2010

Mozilla Summit 2010

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

• Clear set of values. • Fosters & affects real change. • Sustained for 75 years.

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Thursday, July 8, 2010

Mozilla Summit 2010

Key Lessons from AA
• Highly decentralized • Value driven • Set of “12 Traditions” or

suggestions • Organization contingent on relationships • Sponsors

Mozilla Summit 2010
Thursday, July 8, 2010

Takeaways for Mozilla
• 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.

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Thursday, July 8, 2010

Mozilla Summit 2010

Conscious Capitalism
Chelsea Novak

Mozilla Summit - July 2010
Thursday, July 8, 2010

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

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Thursday, July 8, 2010

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

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Thursday, July 8, 2010

Mozilla Summit 2010

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

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Thursday, July 8, 2010

Mozilla Summit 2010

Takeaways for Mozilla
• 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

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Thursday, July 8, 2010

Mozilla Summit 2010

Seattle Tilth:
Packaging Diverse Movements

What can Mozilla learn from other movements?

Mozilla Summit - July 2010
Thursday, July 8, 2010

Why I chose Seattle Tilth

• Not for profit • Visionary Core Mission • 30 years later (est 1978) • Nom nom nom...

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Thursday, July 8, 2010

Mozilla Summit 2010

How does the Tilth inspire me?

mooshee85 on Flickr “Mcdonald’s Cheesburger”

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Thursday, July 8, 2010

Mozilla Summit 2010

Key Lessons from the Tilth

Seed Banking Tastings

Diversity vs Mono-culture Heirloom Plants Promoting local foods
Mozilla Summit 2010

Thursday, July 8, 2010

Takeaways for Mozilla
• 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
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Thursday, July 8, 2010

Mozilla Summit 2010

826 National

Atul Varma

Mozilla Summit - July 2010
Thursday, July 8, 2010

Products they make & sell

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Thursday, July 8, 2010

Mozilla Summit 2010

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

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Thursday, July 8, 2010

Mozilla Summit 2010

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

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Thursday, July 8, 2010

Mozilla Summit 2010

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

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Thursday, July 8, 2010

Mozilla Summit 2010

Takeaways for Mozilla
Everything we create should be an embodiment of what we promote. The mission should be obvious. Bring together professionals and amateurs.

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Thursday, July 8, 2010

Mozilla Summit 2010

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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Thursday, July 8, 2010

Mozilla Summit 2010