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Can We Market Peace?

Neil Patel

 

Conflict resolution and human development people could learn a lot from business marketers.  We have a message and tools that address critical challenges for human beings.

We should learn from the best practices of those who are successfully using modern tools of communication to influence others.  At this time, those are online business marketers.

True, online marketing is often shallow and manipulative.  Yet, for better or for worse, its success in influencing people means we have to understand it.  Amidst all the hype, we can learn valuable insights about how to communicate.

I follow a small number of online marketers who meet all of the following criteria:
1) They have a track record of success in reaching others in their business efforts;
2)  They are in the school of marketing thought and practice known as inbound marketing, which says that the best way to be a successful marketer is to truly meet genuine needs of your clients.  If you do this, and use effective strategies to become visible and interact with them, clients will come, say the inbound marketers.
3) They demonstrate a commitment not just to making money but also to actively doing what they can to make the world a better place.  I especially respect those personally involved in philanthropic efforts.

Among these is Neil Patel, who blogs at www.quicksprout.com.   He’s wonderfully strategic, pays great attention to detail, and he works hard at communication.  His writing is simple, clear,  and accessible, with that odd blend of humility and self-confidence that characterizes many successful agents of change.  I have no relationship to him, financial or otherwise.

Here’s a recent blog post:

Be a Better Teacher and Writer: 6 Teaching Techniques You Should Know

If you are involved in any kind of effort to educate or bring change to human beings, read it!  It’s one of the better summaries I’ve seen on communicating for impact.  I immediately changed the title of a recent blog post after reading his second point.

If you are thinking of using the web to reach people, you might sign up for Patel’s site and pay attention to the stuff he sends.  He has studied every step of the journey of interaction with people and refined what he does to increase the odds that in the end you will decide that he’s got what you need and will buy from him.  You can learn a lot by observing how he seeks to win your trust.

OK, he’s selling services, to income-generating businesses.   His strategies are designed to reach people deeply motivated by desire.  That’s different than communicating for social change or peace.

Peace, we know, is not a commodity.  It can’t be marketed.  It’s a gift that follows good choices and habits of mindful living.

But. Desire is certainly at the heart of most human choices, and that is not all bad.  And there is no denying that misdirected desire is a great enemy of peace.  So we better learn how to work in the presence of this powerful drive and, when we can, harness its energy for good.

I get useful ideas every time I read Patel or other web marketers like Perry Marshall, Michael Stelzner, and Pat Flynn and I think change agents everywhere can learn from people like them.  But there is an overwhelming amount of stuff out there.  We need to help each other separate the wheat from the chaff.

I’d love to hear your thoughts about:

  • To what extent can we adapt highly refined strategies from people like Patel across into efforts for peace, justice, human development and care for the environment?
  • What strategies and resources from the marketing world have you found useful?
  • Where have you been disappointed by things you’ve tried to apply from marketers?

 

Tips for a Conflict Resolution Career

 

Career in Conflict Resolution-2

 

Everywhere I’ve lived and worked, I’ve met people who feel a deep inner echo to the idea of making peace.  I’m a bit mystical about such things. The inner echo is one mark of a calling and I have a lot of time for people hearing it.

But then it gets complicated.  How to get from inner echo to outer action? Sustaining my own call over 37 years and observing others, I’ve learned a few things:

      1.  View a job in conflict resolution and peacebuilding as a long-term objective.

        Almost nobody gets a degree in conflict resolution and then walks straight into a job in the field. You prepare and position yourself, you build experience and relationships, and if you are lucky a path slowly opens. Which means that, unless you are independently wealthy, you need to….

      2. Maintain at least one area of expertise or credentials besides peacebuilding.

        Most people with a job in conflict resolution subsidized their interest for a number of years with something else.   It takes a while to build up experience and a reputation in conflict resolution. In the meantime you’ve got to eat.  Whether law, social work, editing, teaching, web freelancing, pastoring, or carpentry, you’ll probably need something else to live on. This is not a bad thing because there’s more than financial reasons to have a second set of credentials.

      3. The path to full-time work in conflict resolution often runs through something else you’re already good at.

        People in conflict don’t want just any old mediator. They want someone competent in the area of their disagreement. Businesses want assistance from someone who understands business; schools, an educator. Religious organizations want “one of us.” International organizations seek facilitators, trainers, and consultants with deep knowledge of a region or relevant disciplines. So expertise in another area gives you your best opportunities for building a career in conflict resolution.

        Even if you cannot yet credibly present yourself as a resource on conflict resolution, you can still  advocate for creation of structures and processes for constructive resolution in the settings where you are connected. Start a playground mediation program in your school if you’re a teacher, encourage clients to explore mediation if you’re a lawyer, counsel a client in dealing with a conflicted family if you’re a social worker, lead a workshop on conflict resolution for a group of youth if you’re a youth worker.

        One great way to start is by leading a conflict styles workshop. Groups and teams of all kinds benefit from spending an hour or two reflecting on conflict style preferences of individuals in the group. So long as you are comfortable with basic group facilitation you don’t need to be a conflict resolution expert to lead a successful learning experience. Download my free “Trainers Guide to Successful Conflict Styles Workshops” for help in designing the workshop.

        In all the above, you’ll make mistakes but you’ll learn fast! If you enjoy it and others respond well, you’ll want more and you’ll find ways to do a repeat. Over time,  more and bigger doors will open.

      4. Expand your vocational goal from mediator to peacebuilder.  

        Mediating is a valuable but rather narrow go-between role, often confined by professional or social expectations, for which there is limited need in our world. Peacebuilding is a way of being and contributing to constructive resolution of conflict that can find expression in any number of roles and functions. There will never be enough peacebuilders because human beings are diverse and therefore conflict is inescapable.

        You might find, if you are, say, a lawyer, that you love being known for handling legal cases in ways that encourage early settlement. An administrator might take deep satisfaction in becoming highly effective in managing staff disputes. Even if you are sure you wish to end up working fulltime as a mediator, one of the best things you can to do open doors for that is to become known in your existing profession as someone with great conflict resolution skills.

      5. Polish writing skills.

        Conflict resolution work almost always involves the creation of new processes and structures. You have to advocate unusual ideas, develop proposals to get approval and funding, draft reports, create summaries. All have written communication at their core.  So at a minimum make it a goal to learn how to write clearly and simply.

        In a world where digital communication influences everything, learn tools for use of visuals in writing as well. You probably already know how to use Word and Powerpoint. What about Canva.com, where you can easily craft killer visuals with attractive fonts and pictures at little cost?  (I have no relationship to any of the mentioned products or sites.)

      6. Learn inbound marketing.

        This is a recent and still tentative learning based on the eye-opening education I’ve received marketing my Style Matters conflict style inventory. Seemingly unnoticed by people in the social change, peacebuilding, community development, and human rights worlds, a transformation is taking place in how businesses reach buyers and clients.

        Many successful online businesses now avoid the loud, attention-getting sales strategies once considered necessary to sell. Instead they invest in listening carefully to the people who use their products. They give away a lot of useful knowledge and services for free. They emphasize collaboration and networking. People come to view such businesses as helpful and trustworthy and don’t need to be persuaded to buy.

        Clear strategies and tools have emerged in the business world with tremendous potential for peacebuilders and other agents of social change. Do a search on “inbound marketing” for resources, many of them free, at least for small users. Two of my favorites are hubspot.com and smartpassiveincome.com.

        Look at Craig Zelizer’s Peace and Collaborative Development Network for a rare example of inbound marketing in the social change world. Lots of freebies there – good ones that clearly respond to needs. Extensive use of social media. Blogging. Networking in all directions. Obviously the site requires revenue and generates some – ads, requests for support – but revenue generation doesn’t dominate.  And no, you don’t have to be as big and ambitious as that site to benefit from inbound marketing approaches.

      7. If you aspire to do peacebuilding internationally, get a foundation in community development.

        The cutting edge in peacebuilding internationally lies at the intersection of peacebuilding and development. Reflect that awareness in your career path and you will be more credible to agencies doing serious peacebuilding work.  The single best career advancer for someone interested in international peacebuilding would be to spend several years in development work, paid or volunteer.

        But do not make the mistake of targeting the large, monied international organizations that are widely considered the pinnacle of international work as your ultimate career destination. You will pay dearly to elevate yourself in such organizations, in currencies that are priceless – the health and stability of your personal relationships (“Consider the UN your wife,” a seasoned UN peacebuilder once advised me, not in jest), your rootedness in community, your hopefulness for humanity, your contentment of soul.

        That is not advice against a sojourn in such places, but rather a caution against staying too long in them or assuming too much regarding what can be achieved there, how you will be treated, and how you will feel about your life as a result of your time there.

        If you like this post, click on an icon below to give it visibility on Facebook, LInkedIn or Twitter!

        Ron Kraybill has worked as an in-residence peacebuilding advisor and trainer in South Africa, Lesotho, the Philippines, Ireland and other locations for the United Nations, Mennonite Central Committee, and other organizations since 1979.  He now resides in Silver Spring, Maryland, and blogs at www.KraybillTable.com. Copyright Ron Kraybill 2016.  All rights reserved. May be reproduced if this statement of authorship is included and links are made to http://www.riverhouseepress.com/blog/career-in-conflict-resolution/.

Deal with a High Power Donkey

 

You know the type: Donkeys in middling positions just powerful enough they can cloud your sunny day when they choose.   A recent essay in the Harvard Business Review on these keepers of gates and keys observes: “Being in a role that has power but lacks status leads people to demean others.”

What to do?  Probably not what you feel like doing, if you’re like me: give the lowlife a piece of your mind.  The Harvard study suggests quite a different direction.  But first a story from my own life to consider what’s driving the behavior.

 * * * * *

The jack would not hand over the money he owed us.  We had just delivered two hundred pounds of potatoes in sacks and stacked them neatly on the shelves of his two-bit neighborhood grocery store. Now he refused to pay.   “Nope, not gonna pay. Maybe later,” John Booth said crossly as he wiped his hands on his apron and sauntered into the back of his store.

As a teenager helping my dad run the potato route from our farm, I hated John Booth’s grocery.  He had no complaints about our potatoes.  He didn’t have money problems.  He just took pleasure in being ornery.

Every few weeks, after we’d spent ten minutes heaving sacks of spuds from our truck onto his shelves and it was time to collect payment, he’d pull his pointless go-slow stunt.  Just for the heck of it.   Sometimes we’d go on and come back later.  Other times we’d hang around and wait him out.  My dad would go and coax a bit.  In the end we always got the cash, but often only after a wait of fifteen minutes or more.

I sat with a knot in my gut in our delivery truck, bored and confused, while we waited.   There was work at home, yet here we sat.   Worse was seeing my dad, a patient man whose intelligence and good humor won respect from everyone else, reduced to helplessness by this bent stick of a grocery man.

Running a neighborhood grocery in a small town, John Booth was but a few rungs above the bottom of the social ladder.  Yet in a perverse way he held rather significant power over us, at least after we’d lugged our potatoes onto his shelves.    My father’s need for customers and his reluctance to make a scene allowed Booth to lord it over a busy working man and his earnest sons for a quarter of an hour whenever he felt like it.

Why?

Lacking status hurts, say the HBR authors: “It makes us feel bad about ourselves and makes us want to act out against others.”  Low status people refrain generally from such behavior out of fear of consequences.  But in moments when they occupy roles that give them  power, they are no longer inhibited.

The result can be widespread social conflict, as people seek respite from their bad feelings about themselves by exercising power in hostile ways against anyone unable or unwilling to create consequences.

Although the HBR study examines only workplace dynamics, perhaps it goes without saying that we live in a time of increasing attacks by people of relatively low educational and economic status against truly powerless people, such as immigrants.

What to do?  The Harvard study suggests:

  1. Look at the structural dynamics.
    The study suggests that leaders in conflicted organizations should not assume that conflict is purely personality-driven.   Instead they should consider “the structural dynamics that can lead to workplace tension in order to minimize it.”  Don’t write off abuse of power by low-status people as merely a sign of individual weakness.   Instead consider the possibility that there may be issues of respect and esteem for these individuals that also need to be addressed.
  2. Seek to bring status into alignment with power.   This often means doing a better job of recognizing and honoring low-power people.  Avoid organizational changes that strip employees of power without compensating them with increased status.
  3. Improve public recognition of the efforts of people in low-status, high-power roles. “If your employees sense that you respect the role, they likely will too.”

A natural problem-solver,  my dad found the inner strength to respond in ways remarkably similar to those recommended in the HBR study for peers and colleagues of low-status, high-power persons: Recognize that such persons often harbor insecurities related to their lack of status.  “Go out of your way to show respect,” the authors recommend.  “They will appreciate it, and you will stand out as an ally in the future.”

For my dad, that meant forbearance with Booth.  Though clearly frustrated, I never witnessed him reply disrespectfully.  I have no idea if he ever won appreciation from the quirk.  But he got what he cared about most: He held faithful to his personal code of decency, he avoided escalating a dicey situation, and he retained Booth as a much-needed customer.

Parrots Heal PTSD

I want to tell you some intriguing things about parrots I’ve recently learned.   And then, why paying attention to parrots is important to human survival.

I always thought parrots were mere mimics. But it turns out they are highly intelligent.  They understand many words and often use them with caring intentions. A moving story in the New York Times describes traumatized parrots as remarkably effective therapists for people with PTSD.

Not just by entertaining, but by interacting in ways clearly intended to comfort and restore. Tests show some have the cognitive intelligence of five year old children.

As flock creatures, parrots are wired to use their intelligence to bond with and assist others.  As pets, they are deprived of their natural flock and bond with their human masters instead.  When abandoned they are devastated and lost and display symptoms similar to human victims of trauma.

But in settings where their powers for relationship are respected, parrots display an astonishing ability to recognize human needs and reach out to actively  assist.

As remarkable as the news story itself is the response of readers.  One recounted an experience with a beloved parrot after the reader suffered a car accident.  When the reader finally arrived home after weeks in the hospital, the bird greeted her with “Where were you?”, a phrase the bird never used before or since.

Nearly 300 people commented in the first day of its posting, and not a single reply was negative.  It’s a known fact that that many readers of the New York Times don’t agree about one thing, ever!

So what do parrots treating PTSD have to do with peace and conflict resolution?

Something I learned in the middle of church fights as a young mediator and relearned across the years in places like South Africa, Ireland, and the Middle East:  Hope is the single most important ingredient for peace.

When people think nothing can change for the better, it doesn’t.   When people think that good things might happen, they often do.

Hope doesn’t guarantee peace.  But loss of hope guarantees conflict.  Without hope of things getting better, people prepare for the worst and the law of the jungle eventually prevails.  So preservation of hope turns out to be essential to human survival.

This story about the amazing intelligence of birds, about their ability to care for broken human beings and restore them to life, renews my hope.   Humanity is not quite so alone and lost as we often feel that we are.   There are resources in the world, in the most unexpected places, capable of nurturing and healing us, if we only know how to open ourselves to them.

For several decades I’ve taught, published, and trained people in many skills for resolving conflicts, ranging from conflict style awareness to listening skills to meeting facilitation to process design.   I believe deeply in those things.  But none make a dent unless people have hope in the possibility of things getting better.

So part of the job in building peace is to feed hope.  But admonishing people to be hopeful doesn’t cut it.  People need encouraging encounters with caring parrots and other kindly creatures – especially the two-legged ones – to keep hope alive.

And when such encounters are scarce, we need stories that remind us of the reality of kindness.

Peace starts with hope; hope arises from experiences of kindness, forgiveness, and grace.   When the latter are in short supply, stories can keep alive the hope on which depends all possibility of peace.

It’s not just people at war who need to hear such stories.   Those who labor for peace must feed our own inner springs of hope.   Make time for the parrots!

Why Do I Love Guns?

You know me as a peace process guy, a conflict resolution trainer, an author of peace training materials.   You don’t know this: I love guns.

As far back as I can remember, guns hung on the wall and stood in the corner of the pump house on the family farm in Lancaster County, Pennsylvania, where I grew up. Carrying a 12 gauge shotgun down rows of corn on a chill Saturday morning in October, our terrier on the prowl and all my teenage senses tuned to the hunt, thrilled me. With the deadly power I carried at the ready I could bring home a pheasant or rabbit if I was quick enough. I felt grownup, part of the world of men.

So in 1993, in a remote training camp in the high veld above Pretoria, on the third day of a course in conflict resolution I was leading for police readying for the new South Africa, when a couple of smiling officers came during morning break and asked if I’d like to go out on the firing range, I didn’t hesitate to say yes. conflict_resolution_trainer_loves_guns

I wasn’t sure exactly what they had in mind, but when I jumped into their van after lunch, a clinking pile of weapons and ammunition covering the floor left little doubt. Three police trainers grinned at me knowingly, like boys in a toy store.  My heart was pounding.

We started with rubber bullets, in two varieties.  One was a heavy slug of rubber an inch and a half in diameter and over 3 inches long.  I had seen these fired at protesters and witnessed a colleague take a direct hit a year ago as a peace monitor working a chaotic line between police and protesters.  She limped into the office the next day with an angry welt on her thigh the size of a saucer.   Centered in the dark purple was a perfectly round, pure white circle larger than a quarter, exactly the size of the slugs I was now firing.

Then to more lethal crowd control, hard blue plastic balls the size of marbles with a metal core.   In their shotgun shell casing, they had the same ready-for-action look that had intrigued me about the pumpkin ball shotgun slugs I remembered from deer hunting in my youth. 

On to birdshot in a 12 gauge shotgun.   This brought memories of my first experience with a gun at the age of twelve, when, holding the long, heavy weapon level and and steady occupied my attention so fully that I neglected to secure it tightly against my shoulder.  Its kick hurled it up and over my head to the ground, leaving me with a bruised ego and a sore shoulder for a day.   

Now on the firing range, two shots were enough of this familiar weapon for me and I was ready to move up to more exotic ones.  But the magazine held 10 rounds; the police trainer insisted, as a safety protocol, for this and all weapons he handed me that day, that I fire every round.  As I braced myself with manly deliberation and squeezed off another eight rounds, I wondered how my shoulder would feel tomorrow.

Then we graduated to weapons I’d rarely seen and never fired.  The Uzi machine gun, I wrote in my journal that evening, was “wonderfully light, compact, and maneuverable, elegant as a laptop computer.”   Then R4 and R5 rifles, South African automatics of similar caliber to the American M16. 

Long belts of ammo for each.  No worries about kick now – they’re low-recoil rifles!   T-t-t-t-t-t-t-t-t-t, an axis of power dancing sweetly on my shoulder, my authority radiates into the beyond!

Next ten rounds with a Beretta pistol.   I’d had a recurring dream for years about shooting an unknown invader with a pistol.  I wondered as I fired at a human shaped target 30 yards away if this real life experience would feed or extinguish the dream.  For someone who hadn’t fired a gun for twenty years, I turned out to be a pretty good shot, coming within inches of my target with the pistol, as I had with the rifles at 125 yards. 

We concluded with smoke grenades, tear gas, stun grenades, and tracer bullets shot by a light machine gun.   With a range of 800 meters, nearly half a mile, the latter didn’t seem so light to me.  It required a strong arm to raise and aim, until I laid prone on the ground and used the short bipod on the muzzle.   I felt something close to omnipotence sending a deadly arc high into the mountain towering above the far end of the range.   

I loved every minute of that hour on the firing range.  As a lifelong tinkerer, I relished the mechanical elegance of the deadly tools in my hands.   I respected that each was a highly crafted device, the product of years of experimentation and creative thought, and beneficiary of endless rounds of improvement.

Even more, I loved the sense of power I felt with precise and mighty machines in my hands.    I loved that I could stand here, in one place, aim at something far away, and with a slight squeeze of a finger, obliterate it. 

Perhaps most of all, I loved the camaraderie I felt with the police officers. In the methodical receiving and handing back of powerful and uncommon weapons, I felt part of a privileged club.   I was an honored man among a highly skilled elite. 

By the time we finished, I felt that I’d survived – no, thrived – in a kind of brotherly test that had morphed into a ritual of belonging.  I was aninsider.  When we returned to the training venue and the trainers described my skill to their beaming colleagues, my relationship with the whole group was sealed.

And my conscience was seared.    I had spent years teaching skills for nonviolent resolution of conflict.  I’d worked and lived in places where weapons caused indescribable grief.  Had I sent precisely the wrong message by going along with these officers, eager as boys to share their toys, in enjoying the thrill of weapons? 

What did it say about me that I enjoyed it all so much?

More than twenty years later, I am still not sure I did the “right” thing that day.  But I am grateful for that experience and for things I now see with greater clarity.

I understand something about love of guns.  There’s no denying it – I too am drawn to powerful weapons.

I also came to understand something about why.  Wielding, firing, managing elegant and powerful devices that have been refined to respond to my control is fun – for me, self-evidently so. 

But the big joy, I came to see in retrospect, was not in the weapons per se but in things that came to me through them.   For that hour and the rest of that day I felt powerful, capable, connected, esteemed, luxuriously so.  Guns get a grip on the psyche because they offer a quick, intense shortcut to things we’d all like to feel more often. 

And it doesn’t take a Solomon to recognize that quick thrills don’t last.  Nor can you sustain healthy lives around them.  In the end only authentic relationships, meaningful involvements, and deep spirituality can truly satisfy.    

I do not doubt that some who own and use guns possess all three of those in generous measure.  But in the shrill, defiant voices of many I hear something different – pre-occupation with guns as a solution to fear and a symbol of meaning. 

This is misplaced hope; a mark of inner shortcutting.   No devices, deadly or otherwise, no matter how numerous or powerful, can bring peace or meaning to those whose lives are empty of things that endure. 

Loyalty and  memories of long ago cornfields brought me some years ago to pass along to my teenaged son a shotgun once owned by my grandfather.  Today I’d probably discard it.   I’ve seen too many lives and families destroyed by weapons to keep one in my own home.  And statistics show my family and I are safer without them in the house.   

I no longer dream about firing at an unknown invader with a pistol.   But I confess that I am still intrigued with weapons, a reminder, I take it, of spaces in heart and soul that still long for shortcuts.  I’m in this thing for life.

Ron Kraybill recently retired as a senior advisor on peacebuilding for the United Nations.  He has worked in peace processes in Ireland, Myanmar, Sri Lanka, Israel/Palestine, South Africa, Lesotho, the Philippines, and other locations. Currently he lives in Silver Spring, Maryland, and serves as a trainer and consultant in conflict resolution, and publishes conflict resolution training materials at www.RiverhouseEpress.com.