The only story you can count on lasting is the one you tell

Many actions can become powerful just through the telling. But they do have to be told—by you.

For one thing, the media might completely misrepresent you, despite your best efforts.

For another, media stories are almost always just blips. Even our biggest action—when Andy appeared as a Dow Chemical rep in front of 350 million viewers, and the British and world media covered it extensively for a full news cycle—was pretty much completely forgotten even in London just one year later. Today, the only reason anyone remembers that action is because it's the centerpiece of our second movie.

Instances in which we learned this lesson

Shortly after the New York Times publishes a full page about our trickery in Salzburg, the organizers of a textiles conference in Tampere,…
Together with our brand-new police escort, we all headed towards the Wall Street Bull a few minutes south. When we got there, the protest changed…
So how did we end up speaking to 350 million people on behalf of Dow Chemical? It's a pretty long story—much longer than what we could tell in our…