Rally Your Believers First: The Campaign Strategy That Works Everywhere

How focusing on supporters rather than skeptics creates the social proof that drives real change in business

When I worked in politics, I learned something fast: everybody's an expert.

Neighbors, donors, volunteers—they all had ideas. Most were happy to share them. Loudly.

One of the most common suggestions? "You've got to persuade more people. The right message will win them over. Get them on your side."

That's how you end up with billboards. Big, expensive, and basically useful only if you're a personal injury lawyer.

But in a political campaign, persuasion isn't the priority. Not really.

If you want to win, you focus on the people who already agree with you. You make it as easy and motivating as possible for them to show up — and to bring someone with them. You build energy at the edges, then work your way in.

It sounds obvious, but it goes against a lot of instincts. Especially for those who believe that logic and messaging can move mountains.

But in the field, under pressure, you learn: having your people show up for you beats convincing. Every time.

The same principle applies in business. We waste enormous resources trying to convert skeptics when our real leverage is with the people who already believe in what we're doing.

Your core supporters—whether they're customers, team members, or stakeholders—are your most valuable asset. They're the ones who will champion your work, defend your decisions, and bring others along.

When you're launching a new initiative or navigating change, start by mobilizing the believers. Give them the tools, the language, and the confidence to act. Make it easy for them to say yes, to participate, to spread the word. Their energy creates momentum that's far more powerful than any persuasion campaign.

To be clear, this isn't about creating echo chambers.

It's about recognizing where your real influence lies. The truth is, most people make decisions based on what others like them are doing. Your advocates create that social proof in ways your marketing never could.

Next time you're planning a rollout or facing resistance, ask yourself: "Am I spending too much energy trying to convince the unconvinced?"

Your resources might be better used rallying the people who are already nodding their heads.

That's the work that counts.