You Don’t Need Marketing—You Need a Movement: Capturing Our Collective Stories By Jeph Maystruck

In a world overflowing with ads, algorithms, and analytics, traditional marketing no longer cuts it. The rules of engagement have shifted, and if you’re not telling a story, you’re already behind. But here’s the kicker—you don’t just need a good story. You need a movement.

At the Gentle Teaching International Conference 2024, I had the honor of sharing this message, and now I’m excited to dive into what it means to build something bigger than a brand—a movement fueled by collective stories, shared purpose, and genuine connection.

Start with Heart: Why Stories Matter More Than Facts

Growing up, I learned one of the most important lessons of my life: everyone has a superpower. My mom, who worked in group homes supporting people with disabilities, showed me the power of connection and empathy. This perspective shaped my approach to storytelling, both in life and in work.

Here’s the truth: facts fade, but stories stick. According to the Stanford Graduate School of Business, people remember stories 22 times more than facts alone. This means if you want your message to resonate, it’s not enough to list what you do—you need to show why it matters.

From Marketing to Movements

When I say you don’t need marketing, I don’t mean stop promoting yourself. I mean stop shouting into the void. Instead of broadcasting messages, invite people to participate in your story.

Movements happen when people feel like they’re part of something bigger than themselves. Look at Patagonia, whose mission to combat climate change resonates so deeply that customers see wearing their gear as a badge of purpose. Or think of the Savannah Bananas, who reinvented baseball with creativity, humor, and community engagement. These are brands that don’t just market—they inspire.

The Power of Participation

Participation beats promotion every time. Why? Because when people engage with your story, they become ambassadors for your cause.

At Creative Options Regina (COR), we’ve seen this firsthand through campaigns like 100 Acts of Kindness. What started as a simple idea—spreading kindness and recognizing unsung heroes in the community—turned into a movement. The stories we uncovered through that initiative weren’t just inspiring; they were transformative.

In one instance, an act of kindness from a group of kids changed someone’s life. A simple compliment on a difficult day can be life-saving, a reminder that even the smallest actions have immense power.

Unreasonable People Change the World

George Bernard Shaw once said, “The reasonable person adapts themselves to the world; the unreasonable one persists in trying to adapt the world to themselves. Therefore, all progress depends on the unreasonable person.”

Movements require a bit of unreasonableness. Whether it’s painting basketball courts with Buckets & Borders or creating socks that embody an organization’s values, change comes from those who refuse to accept the status quo.

Building Connections Through Collective Stories

Communities are built on connections, and connections are built through stories. If you’re not telling your story, someone else will—and they might not get it right.

COR exemplifies the power of storytelling. Their 150+ videos on Vimeo are more than just content; they’re moments that capture the heart of their mission. They show real people, real impact, and real progress. These stories not only document their work but also inspire others to join the movement.

How to Start Your Own Movement

1. Know Your Why: Why do you do what you do? Speak from the heart and invite others to connect with your purpose.
2. Engage Your Advocates: Focus on the people who already believe in you and give them the tools to spread your message.
3. Be Unreasonable: Push boundaries, take risks, and challenge the norm.
4. Participate, Don’t Just Promote: Involve your audience in meaningful ways—through events, stories, or small acts of kindness.
5. Keep It Real: Authenticity isn’t optional. People connect with vulnerability and honesty, not perfection.

One Starfish at a Time

Changing the world doesn’t happen all at once. It happens one story, one person, one act of kindness at a time. Like the boy throwing starfish back into the ocean, your actions may seem small—but to the one person you impact, they mean everything.

So, stop worrying about marketing. Instead, focus on creating moments, telling stories, and building movements. Your story matters. Now go out and share it.