Who is my audience? Why will they take an action? What strategies will get them to do it? Understanding the attitudes and behaviours that drive a social action is critical to achieving impact.

The key to innovation is creativity. The status quo and incrementalism do not breed creativity and growth. Next time you are designing a campaign ask yourself “am i pushing my boundaries and taking risks?”

When you understand that the world is make believe, anything is possible.

No one can get to scale on an important social issue going at it alone. An open spirit and a collaborative nature is key to achieving lasting social impact.

Good ideas are not enough. They must be actionable. To deliver tangible results people must be willing to take the action, share it and talk about it. And the numbers need to work.

People are far less likely to take a social action if it is not easy to understand and do. Period.

Creating social impact is hard at the best of times. That's why we subscribe to the scrappy principle: be as inventive and nimble as possible and do whatever it takes to make things happen. And when it doesn't, try again.

It all starts with an attitude. What's possible? How could this be different? How can we make this work? Without a positive outlook nothing is possible.

The more fun the cause campaign, the more interest and action it will generate. Serious and important issues can be treated with levity without sacrificing credibility.

Being open to new ways of thinking, to trying different approaches and resisting the need to always be right is critical to social innovation.

People need incentives and recognition to motivate their "cause" behaviour. Same goes for the charity, company and investor. Aligning and rewarding mutual benefit achieves greater impact.