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The FIVE Dimensions of a Cause

To make the “sell” about something bigger, you must start with your values, or in other words, a cause. Causes do five things:

  1. Embody a vision. A vision is a person’s or company’s perception of how to change the world, even if it is just the part of the world that is important to their customers.
  2. Make people better. Your values should make people perform or feel better.
  3. Generate big effects. Your values should scale. They should affect a lot of people.
  4. Catalyze selfless actions. Powerful causes make ordinary people do special things.
  5. Polarize people. Causes that challenge the norm can generate strong feelings.

Jackie Huba, Monster Loyalty, Portfolio/Penguin, 2013

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