What makes a social movement successful? What factors contribute to its growth and longevity?
Eric Hoffer’s book The True Believer explores the evolution of mass movements and the different roles that emerge as the movement grows. He explores what makes a social movement successful, examining the stages from inception to institution-building.
Read on to discover how visionaries, loyal followers, and implementers shape the trajectory of social movements and understand the factors that help them succeed.
The Evolution & Success of Social Movements
In his book, Hoffer discusses how mass movements evolve and the roles that different types of people play at each stage. He also explains what makes a social movement successful.
Hoffer shows that mass movements evolve over time, reflecting not just changing leadership but also shifting priorities—from idea inception to tumultuous growth to more permanent institutions and policies. According to Hoffer, these stages are characterized by different types of people: visionaries, loyal followers, and implementers.
Initially, visionaries lay the groundwork by critiquing the status quo and offering a new vision for the future. Hoffer argues these leaders are indispensable at the beginning of a mass movement because they sow discontent and prepare society for change.
As these ideas take root among disaffected populations, loyal followers emerge. Their unwavering dedication and zeal propel the movement forward with a new sense of urgency and commitment. These followers are less concerned with intellectual debates than they are with action—sacrificing compromise for purity in pursuit of their ideals. This phase is characterized by intense fervor as the movement gathers momentum, which demands strict adherence to its cause.
Finally, as movements begin to achieve tangible successes, pragmatists often assume leadership roles. These implementers focus on solidifying gains, achieving practical goals, and establishing order. Their task is governance administration—turning radical aspirations into sustainable institutions. This final stage signifies a shift towards stability, moving away from earlier revolutionary zeal toward maintaining what has been achieved.
| Building a Mass Movement Behind Your Brand Hoffer’s description of the evolution of leadership in mass movements might be seen as similar to the process of building a successful brand, as outlined by marketing expert Seth Godin. Just as visionaries in Hoffer’s framework lay the groundwork for change by challenging the status quo, innovative entrepreneurs initiate brand creation by presenting unique ideas that disrupt existing markets. These visionaries are akin to Godin’s concept of “purple cows”—products or services that stand out distinctly from the competition. As a mass movement progresses, Hoffer identifies loyal followers whose dedication propels the cause forward; similarly, early adopters and brand evangelists play a crucial role in spreading a new product’s message and establishing its presence in the market. Finally, just as implementers solidify gains and create sustainable institutions within a movement, mature companies shift focus toward operational excellence and scaling up their successes to ensure long-term stability and growth. Understanding these parallels can provide valuable insights into how movements gain traction and how businesses can harness similar dynamics for success. |
Next, we’ll outline why movements succeed or fail and offer examples of each.
According to Hoffer, the success of a movement often hinges on clarity of purpose and a short active phase—the period during which direct, concerted efforts are made to achieve the movement’s primary objectives.
A clear, compelling vision is what draws people into a mass movement. When followers clearly understand what they’re fighting for, their resolve is stronger, and their actions are more focused. This clarity simplifies communication, making it easier to spread the message and rally support. Moreover, when goals are distinctly defined, strategies can be more effectively tailored to achieve them.
(Shortform note: In Start With Why, Simon Sinek expands on the importance of understanding the larger purpose behind your actions. He argues that knowing your “why” does more than just motivate those who follow you; it guides everything you do. When all parts of a project or organization align with its core purpose, each action gains added impact and direction. This method doesn’t just attract people to what you’re doing but also clearly shows them how they can contribute, building a more cohesive and driven group united by common objectives and distinct plans.)
Hoffer also argues that movements need a short active phase to maintain momentum. People are often most passionate at the beginning of a movement and begin to lose interest if the struggle lasts too long without clear progress toward the original goals. A shorter active phase keeps urgency at the forefront; it compels immediate action among participants while keeping enthusiasm high.
Consider the example of the American Revolution, which had both a clear purpose and a strategically short active phase. The colonists’ fight for independence from British rule was driven by pointed grievances including unjust taxation and lack of parliamentary representation. This clear purpose, and the relatively short time frame of the war, helped keep people focused and motivated.
On the flip side, the Occupy Wall Street movement, which started in September 2011 to protest economic inequality and corporate influence in politics, faced challenges due to its lack of concrete demands. The decentralized nature of the movement made it difficult to maintain momentum or achieve tangible outcomes. Furthermore, despite initially drawing significant attention and participation, the movement’s prolonged active phase without clear objectives led to dwindling engagement.
| Three Factors to Help a Movement Reach Critical Mass Hoffer’s insight connects with Malcolm Gladwell’s ideas in The Tipping Point. Gladwell says that critical mass (or the “tipping point” from which the book gets its title) plays a crucial role in creating a social epidemic, akin to the success of a movement. This point occurs rapidly and unexpectedly, and for a movement to reach such a point, it’s essential to maintain momentum and enthusiasm among participants. This reinforces Hoffer’s argument for a shorter active phase. Gladwell argues that there are three factors that push ideas to a tipping point to create a social epidemic: The Law of the Few: Tapping certain types of people who are especially effective at spreading an infectious idea. The Stickiness Factor: Changing the way you present a message to make it have a more lasting impact. The Power of Context: Delivering the message in the right environment. By being strategic about who delivers your movement’s message, what the message is, and where it’s delivered, you can increase the chances of your movement reaching critical mass. |
