Is it easier to build a business or start a movement?

Mark Schaefer
4 min readSep 18, 2023

There is a quote in my new book that is gripping and profound, but I’m not sure I fully understood it until this week. This quote is from Boss Mom CEO Dana Malstaff: “It’s easier to start a movement than build a business.”

Dana is a visionary business leader, and when she speaks, I listen.

But what does this quote really mean? What does a movement have to do with business and customers? It seemed a little woo-woo to me. Are you going to walk into your supervisor’s office and tell her that you’re starting a movement this week?

As I was helping a client with an exhausting sales problem, the truth finally sunk in. I understood how a “movement” can connect to business success, and I wanted to pass this insight along to you, too. Here’s what happened …

The spark of an idea

I love doing my one-hour coaching calls. Anybody, anywhere can sign up, and I get to meet the most fascinating people from all over the world!

A recent call was with an artist who specializes in a practice of music therapy. He teaches people how to play musical instruments in a way that helps them calm down and heal — certainly something needed in the world today. I liked his idea, but he struggled to keep his business going.

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Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!