According to Alinsky's Rules for Radicals to initiate change the
organizer must establish a following that defines both "hope" and
"resentment." The following is taken from a website that defines his
principles:
http://en.wikipedia.org/wiki/Rules_for_Radicals
"Through a process combining hope and resentment, the organizer
tries to create a “mass army” that brings in as many recruits as
possible from local organizations, churches, services groups, labor
unions, corner gangs, and individuals.
Alinsky provides a collection of rules to guide the process. But he
emphasizes these rules must be translated into real-life tactics
that are fluid and responsive to the situation at hand.
Rule 1: Power is not only what you have, but what an opponent thinks you
have. If your organization is small, hide your numbers in the dark
and raise a din that will make everyone think you have many more
people than you do.
Rule 2: Never go outside the experience of your people. The result is
confusion, fear, and retreat.
Rule 3: Whenever possible, go outside the experience of an opponent. Here
you want to cause confusion, fear, and retreat.
Rule 4: Make opponents live up to their own book of rules. “You can kill
them with this, for they can no more obey their own rules than the
Christian church can live up to Christianity.”
Rule 5: Ridicule is man’s most potent weapon. It’s hard to counterattack
ridicule, and it infuriates the opposition, which then reacts to
your advantage.
Rule 6: A good tactic is one your people enjoy. “If your people aren’t
having a ball doing it, there is something very wrong with the
tactic.”
Rule 7: A tactic that drags on for too long becomes a drag. Commitment may
become ritualistic as people turn to other issues.
Rule 8: Keep the pressure on. Use different tactics and actions and
use all events of the period for your purpose. “The major premise
for tactics is the development of operations that will maintain a
constant pressure upon the opposition. It is this that will cause
the opposition to react to your advantage.”