How to Write a Manifesto That Attracts Customers, Not Just Applause
Manifestos are having a moment, but most are applause-driven rather than action-packed. Teams recite them at offsites, but customers never see, feel, or join the call.
At Un_Standard, we believe a true manifesto doesn’t chase consensus or play for claps. It’s written to attract, challenge, and convert—to build a movement your audience actually wants to join.
Movement Manifestos Focus Outward, Not Just Inward
Many founders imagine their manifesto is for internal use only—employee alignment, values, and culture statements. But if your rally cry only lands in boardrooms, you’re missing half its power.
When you write a manifesto that speaks to customers, you:
- Make your why contagious—it inspires more than just your staff, but your fans, prospects, and partners.
- Draw your ideal community into the story (“We believe…” becomes “I belong…”).
Join The Movement
How to Write a Brand Manifesto That Attracts Movement
1. Say What Others Won’t
- Nail your “We believe…” What would you die on a hill for? Draw the line that repels the wrong customers and electrifies your tribe.
- Avoid safe, committee-written values—clarity comes from conviction, not compromise.
2. Make It About Them (Not You)
- Write with your ICP’s pain, language, and aspiration in mind.
- Show how your movement meets customers where they are—and pulls them into a shared journey.
- Instead of “We’re innovative and authentic,” say: “We exist for <type of customer> who crave X and are tired of Y.”
3. Build Audition, Not Announcement
- Use stories, not slogans. Share failed launches, lessons learned, and proof of your boldest bets.
- Invite feedback. Anti-ordinary manifestos are forged with the help of users, team members, and vocal critics.
4. Live It—Don’t Just Print It
- Rally the team and customers around monthly “Manifesto Moments”—real actions, rituals, and decisions that back up the manifesto.
- Feature customer stories, testimonials, or product moments where the manifesto was proven.
Proof from the Movement
A growth-stage SaaS wrote their manifesto based on radical customer candor, not slides from agencies. After making customers “heroes” in manifesto stories, they saw engagement skyrocket and converted power users into their best sales reps.
A DTC brand wrote every email, sales pitch, and social series with manifesto lines as headers. NPS climbed, churn dropped, and customers began using brand language in their own posts.
The Un_Standard Manifesto Blueprint
- Write with conviction and clarity.
- Use your customer’s voice and invite them in.
- Test, share, and update as your movement grows.
- Celebrate action, not consensus.
Clarity in Action: Ready to Rally Customers and Teams?
A manifesto should never gather dust. Write yours to move people, not just make them cheer in an all-hands.
If your team and your audience can recite your brand’s promise (and rally to it), you’ve built something unforgettable.
Book a Manifesto Clarity Sprint With Un_Standard →
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David Garrard
Agent Provocateur & Chief Creative Officer at Un_Standard. David helps ambitious brands unearth clarity, break the rules that hold them back, and co-create movement-level growth. When not challenging the status quo, he’s in the kitchen inventing new flavors or chasing after his three cats: Hallie Tosis, Lester Een, and Jim G. Vitis. #BeUnStandard
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