At the end of 2023 I met the person who ran GreenpeaceUSA's campaign against Bitcoin.
I expected it to be tense.
It wasn't.
He told me he'd read every response to every post I'd made on Twitter. "I wish we'd engaged with you and people like you from the outset," he said.
Two months later he left Greenpeace. A few months after that they ended the campaign entirely.
It was the most well-funded, yet the worst result in their history. I keep coming back to that phrase. "People like you." Not me. A whole group. Troy Cross, Margot Paez, Elliot David, Susie Violet Ward and many others.
We were working independently, with no budget and no coordination. We just shared data and conviction.
It is a great story of a decentralized response beating a multi-million dollar centralized campaign, not by being louder but by a combination of being right and expressing that truth in such a way that reasonable people could see.
And it is a recipe we can use again and again.
I expected it to be tense.
It wasn't.
He told me he'd read every response to every post I'd made on Twitter. "I wish we'd engaged with you and people like you from the outset," he said.
Two months later he left Greenpeace. A few months after that they ended the campaign entirely.
It was the most well-funded, yet the worst result in their history. I keep coming back to that phrase. "People like you." Not me. A whole group. Troy Cross, Margot Paez, Elliot David, Susie Violet Ward and many others.
We were working independently, with no budget and no coordination. We just shared data and conviction.
It is a great story of a decentralized response beating a multi-million dollar centralized campaign, not by being louder but by a combination of being right and expressing that truth in such a way that reasonable people could see.
And it is a recipe we can use again and again.
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