By: Kristine McAfee, Digital Marketing Director
What a Serbian Activist Taught Me About Marketing
It has been a while since I have read a book, so this may seem like an odd choice for relaxing vacation reading. But as soon as I picked up Blueprint for Revolution by Srdja Popovic, I was hooked. On the surface, it’s a book about nonviolent activism and overthrowing oppressive regimes—a far cry from marketing, right? But to my surprise, it was packed with ideas that resonated deeply with me, not just as someone who’s been in marketing for over 20 years but as someone constantly looking for fresh ways to approach challenges.
At first glance, Blueprint for Revolution might seem like an unusual pick for a marketer. Popovic’s stories of leading nonviolent movements and his step-by-step guide for organizing successful campaigns are meant for activists and revolutionaries. But as I delved into the book, I found myself nodding along, seeing parallels between his strategies for social change and our marketing work every day.
One of the first lessons that struck me was Popovic’s insistence on the power of humor. He quotes Mark Twain: “The human race has unquestionably one effective weapon – laughter.” I couldn’t agree more. In marketing, it’s so easy to get bogged down in the seriousness of selling a product or service that we forget to have fun with it. Popovic’s idea of “laughtivism” reminded me how important it is to keep things light, engaging, and fun. After all, the campaigns that stick with us are the ones that make us smile.
Popovic also talks about understanding your audience’s values—something that is at the heart of every successful marketing campaign. He describes how revolutionary movements connect with people on a deep, emotional level, and that’s precisely what great brands do too. It’s not just about what you’re selling but what you stand for. Over the years, I’ve seen how successful brands resonate with their customers’ values and beliefs, creating loyalty far beyond the product itself.
Another key lesson from the book is the importance of strategy and patience. Popovic’s activism approach is about identifying your strengths, understanding your competition, and playing the long game. That’s exactly what we do in marketing. Every successful campaign I’ve been part of started with a clear strategy—knowing who we were up against, what we could do better, and being willing to adjust our approach as we went along. Popovic’s emphasis on incremental progress is a reminder that big wins don’t happen overnight; they result from careful planning and persistence.
One of the most inspiring messages in Blueprint is the idea that anyone can make a difference, no matter how small they start. What a powerful reminder for marketers, too! So often, the best ideas come from the most straightforward beginnings. You don’t need a massive budget to create something impactful. You need creativity, a clear vision, and the courage to take that first step.
Popovic’s advice to embrace diversity, use humor, and stay focused on your goals resonates deeply with me. In marketing, it’s easy to get distracted by trends or spread yourself too thin trying to please everyone. However, the campaigns that succeed are the ones that know their audience, aren’t afraid to be a little irreverent, and stay laser-focused on their objectives. I’ve seen this play out repeatedly in my work, and it’s a principle I stand by.
Perhaps the most powerful takeaway from Blueprint is Popovic’s belief that change is possible despite seemingly insurmountable obstacles. In marketing, we’re often told that an idea won’t work, an audience can’t be reached, or that change is too hard. But if there’s one thing I’ve learned, it’s that innovation comes from challenging these assumptions. Popovic’s stories of overcoming impossible odds are a reminder that with the right strategy, creativity, and persistence, anything is possible—even in marketing.
Blueprint is a surprisingly practical guide, not just for activists but for marketers like me who are always looking for new ways to connect with people and create change. It’s a book that reminded me of the power of creativity, the importance of understanding your audience, and the need to be strategic in your approach. But more than anything, it reinforced the idea that we can all make a difference in our own way—whether we’re leading a revolution or just trying to build a brand that people love.
So, whether crafting a marketing plan or overthrowing a Serbian dictator, remember that every successful campaign begins with a well-drawn blueprint. Just as Popovic’s strategies have fueled revolutions, the insights you gain can be the foundation for your breakthroughs. The next time you’re staring at a blank page, think of it as the start of your blueprint—one that could spark the change you’re aiming for.
