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November 20, 2003
Howard Dean: Turning Supporters into Evangelists
Much has been written about Democratic presidential candidate Howard Dean's unconventional campaign. He's using the Internet and the open source model to rally people, raise money and spread the word.
Now, an excellent eWeek article outlines some of the strategies and tactics of Dean's success and how technology is a linchpin to the campaign's ability to grow, not implode. As the article makes clear, to succeed from a grassroots level (meaning, you don't already own the market), you must give a large portion of control to the community.
Many of the campaign's principles are based on grassroots theories of marketing and technology:
* Small Pieces Loosely Joined by David Weinberger, which explores the role of individuals connected by the Internet
* The Cluetrain Manifesto by Weinberger, Doc Searls, and Christopher Locke, which discusses the way markets work in the online world
* Smart Mobs by Howard Rheingold, which outlines the growing trend of instant communities via technology, especially cellphones
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