This song, as do many of Jackson Browne's songs, make me think of conversations I've had with a number of organizations regarding how to create social change. I usually use an example such as this: Social change comes about because someone, just one person frequently, stands up and points out the issue and offers an option to the way things are currently. That person, and maybe a few others who have the same revolutionary perspective, offer a vision of how things should be...and some ideas about how to get there. These people are the innovators. Think of Steve Jobs (or whomever created the Ipod or Ipad) as a technological innovator. If the innovators are loud and passionate enough, early adopters jump on. Those are the people who had an Ipod while the rest of us were still carting around bulky CD players...or cassette Walkmans. Eventually, when enough of the early adopters join in and start telling others about how great this new thing is, the early majority gets on board. Those are the people who got an Ipod in about the 3rd generation (while their kids probably had at least a 2nd generation Ipod). The early majority represents a critical mass or a tipping point where it's more normal to do the new thing than not. But there are still some who stand back and view the new thing with suspicion or skepticism...at least until they see evidence that the new thing really works...or doesn't cost too much or isn't a fad. These are the late adopters. They'd be the people who only recently got an Ipod...or are still mulling over the idea and worrying that something will come along and make the Ipod obsolete. Finally, there are the laggards. Really, the laggards are the people who finally give in because they don't have many other options. They're probably the people who argued with their car dealer about why they have to have a CD player when a cassette player or radio would be just fine.
This example illustrates the Diffusion of Innovations model by Everett Rogers. It's one of my favorite models because I think it perfectly illustrates how things actually happen. We can think of all kinds of examples that are much more relevant than the revolution of the Ipod. This same process has happened with such major social issues as recycling/environmental consciousness, smoking, civil rights...just to name a few really powerful examples.
So why did I reference this particular Jackson Browne song in the beginning. Honestly, I want everyone to go out and buy his music because I like him so much. But more importantly, his songs always reference the power of the individual to create change. To quote my good friend Jackson once again "...long ago I heard someone say something about Everyman." In this song, called "For Everyman," he refers to the power and responsibility of all of us to care for others. So it's up to individuals to be the voice for change. Eventually, if you're passionate and have an idea of how to make things better, others join in...and then they bring others...until it's normal to do the healthy, caring thing.
So these times may be a feast for the senses (thanks in part to the Ipod...or Ipad)...but they don't have to be a famine in so many ways. It doesn't take a program or even a specific activity. It just takes one person to start a movement that leads to social change. And that person can be anyone. As Jackson says "...power in the song being sung alone" (from "Looking East" again).
Just one last thing: If anyone has a chance to talk to Jackson Browne, please thank him for being an innovator who inspires others to create change. And also tell him that regardless of how great he was onstage, it's never, ever a good idea to wear a funky retro polyester shirt in Kansas in August. I'm just saying...
Written by Tara Gregory, Research and Evaluation Coordinator & Rock Goddess
