This is not a fire drill
For the movement makers in the back.
If you’re building a movement, your message better move people.
A while ago I wrote about thumos, a term describing spiritedness, a sense of righteous anger, a need and desire to fight against the perceived injustice of the world.
Then last month I came across an article that reignited the thumos within me.
The article is by award-winning journalist Naomi Klein and Astra Taylor: The Rise of End Times Fascism.
In summary it describes how the far right is not just saving themselves from rapture but plotting towards it.
It speaks on:
Power without accountability
Techno-fascistic models that push for hyper deregulation
And xenophobic populism
Unless you live isolated from media, we can all relate to these developments on a day to day.
As the saying goes: “Hard times create strong people.”
It is undoubtedly a hard time. And the strength of our human virtue and the need for thumos is reawakening.
Our voice matters now more than ever. We’re facing a choice of what kind of revelation we allow to unfold.
Years ago Dutch comedian Theo Maassen laid it out succinctly:
“We used to have politicians painting a dream and shared how we could reach it. Nowadays politicians paint a nightmare and dictate us how to run from it.”
That is not the world I choose for my daughters or myself (given I have another 50 odd years on this Earth if I’m lucky).
I can not sit idle in a time of fascism, of de-humanization, genocide, and of climate catastrophe politically and environmentally.
And I know I’m not the only one here. But it circles back to the age-old question in times of distress; what can I do? Who am I to bring about change?
One thing, is to rewrite the story. One where we cut through the noise and move people.
In an age of collapse, clarity restores.
Amplify what you’re here to say. You have a voice, a power to counter, do not let it go to waste or echo where it doesn’t reach. Strike for the heart of people.
I’m looking at you social entrepreneur. Let’s first stop calling yourself that, and instead say it for what it is: you’re the voice of a movement. And your message can move people.
It might feel like fighting an uphill battle. Sisyphus volume 2025. But this planet is our rock. And it can be carried by many. Starting by rewriting our story.
Let me offer you my part
Do you have an About Page, Founder Story, or Company Mission? Send it to me and I’ll show you where it can be improved - on the house, as my way of carrying the rock.
If that leads to us working together down the line, great.
If that’s already enough to inspire others, equally great.
Either way, we’ll both walk away with your message being clearer and more likely to move those in your orbit.
Just drop “Not a fire drill” in the comments, and I’ll reach out.
To end on a hopeful note with the words of Naomi Klein and Astra Taylor:
“We counter the apocalyptic narratives with a far better story… Not of end times, but of better times; not of separation and supremacy, but of interdependence and belonging; not of escaping, but staying put and staying faithful to the troubled earthly reality in which we are enmeshed and bound.”
Thank you for fighting the good fight.
Roel
I’m Roel Cruys. I work with leaders who have something to say. We find the words that work for them. Creating resonance that reverberates.
For the past decade I’ve done this for BCorps, bold brands and people, and for thousands across our global art community: Voices Unleashed. Let’s tell your story how it’s meant to be told.
The New Narrative
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This goes out to a few of the change makers who inspire me daily: Ben Bradbury, Dave Jongeneelen, Michel Barth, Daria Ofman, Dina Al Samawi, Robin Seeger, Eva Aschwanden, Willie Smits, Cheryl Mainland, Jorik Dozy, Manon Huntjens, Sean Nino, Gary Bencheghib, Sacha Aguila, Marius Smit, Kenya Roque, Inge de Lathauwer.