The Leadership Lab and the Leadership Lab

A well-funded group in California. tried to convince people to support the Marriage Equality Act, which ultimately ends up failing in California by three or four percent. The failure of that was a real moment of clarity and they said, we have to rejigger everything we're doing because this is totally ineffective. They had these listening brigades, about 50 to 75 people go out and knock door to door. You know, in politics and in single issues, if you can move somebody a tenth of a percent, it's huge. Their impact is a hundred times that. 10 to 12 percent. It's astonishing.