(The word ‘manifesto’ has more punch, but I’m really talking about ideologies)

We have the (media) mechanism to organise armies, start new religions and uncover injustices in the world. So what do we do? We prattle on about our own insignificant lives, then wonder why no-one is listening? That’s fine if we don’t care who listens, or if we don’t need the eyes, ears and minds of many to make our ambitions come true, but all too often, we do need them.

That may be friends for an event, new business for our companies, readers for our books, or interest in our passion.

The broadcast mechanism is now ours: we have the tools, we have the ability; what we lack is the direction.

Without a manifesto, we’re trying to break bottles with a pea shooter; every word we say and do is just ricocheting off the glass with a ‘ping’, sometimes right back at us. Do we learn? Nope, we just fire more peas. Sometimes, one of our peas rocks the bottle, in the form of activity on our social commentary, but instead of understanding what we did, keeping that momentum going, we go back to normal, pumping out the same old confusing messages. No wonder, we struggle.

We (me included) are afraid to pin down and say what we mean, we either don’t know, or we fear the majority taking our words and running in the wrong direction with them.

This isn’t social media, this isn’t Marketing, this is psychology.

So much online is learning to exist within this ‘popularity contest’ whereby our every word, movement and visual, is laid bare for everyone else to judge. We are the professional racing driver careering down the hill on shopping trolley wheels.

Our manifesto, or ideology, why we exist, the passion, what we stand for, love and why anyone should care, needs to not only written and shared, but defined and stamped over everything we do so no-one is in any doubt of our belief and approach.

Do you think Ghandi wanted to be on the world stage acting like an extrovert? Nope, but he had no choice: justice wasn’t going to happen any other way.

Consider your own manifesto, if you have one, if you haven’t start thinking about one and if you’ve started thinking about one (me), then feel free to share it. We’re not picking football teams here, you can change your mind any time you like.

Start with asking yourself… why should anyone care about me?