634. Making a Movement: Organize + Optimize (Jon and Becky)
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Overview
Movements don’t just happen—they’re built with intention, structure, and a whole lot of heart.
In this episode of Making a Movement, Becky Endicott and Jon McCoy dive deep into what it really takes to turn mission into momentum. From designing systems that fuel impact to creating space for people to show up and thrive, this conversation is all about building movements that matter.
You’ll hear the powerful stories of:
Adam Garone, who helped launch Movember into a $1.5B global force for men’s health
Katelynn Whitaker, the brilliant mind behind the community toolkit that helped scale Movember
Nancy Brinker, whose promise to her sister ignited the Susan G. Komen movement
Kelly Lyndgaard, founder of Unshattered, creating jobs and dignity for women in recovery
We’re breaking down the barriers that hold people back and unpacking how to build systems that invite more people in—without losing the soul of your mission.
Whether you’re launching something new or leveling up your impact, this episode will leave you fired up, filled up, and ready to lead the kind of movement that changes everything. 💥
Learn:
How to transform personal passion into collective action
How to identify and remove friction points in movements and organizations
Strategies for scaling grassroots efforts into global impact
How to use storytelling to inspire engagement and participation
Ways to adapt programs based on community feedback while staying mission-aligned
How to turn small ideas into large-scale social change
Practical steps for organizing, optimizing, and sustaining volunteer-driven efforts
Leadership principles for building adaptable, community-centered movements
Today’s Guest:
Jon McCoy | Co-Founder + CEO, We Are For Good.
Becky Endicott | Co-Founder + Chief Storyteller at We Are For Good.
“Organization is the key to scalable movement building.”
Episode Transcript
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Episode Highlights
Organizing Principle: “An Uprising is Organized” (01:27)
Movember: From Mustaches to a Global Health Movement (02:56)
Movember's Toolkit: Branding, Community, and Storytelling (06:52)
Susan G. Komen: A Sister’s Promise Turned Global Force (09:56)
Unshattered: Empowering Women Through Recovery and Work (16:20)
Optimization Through Pattern Recognition (20:30)
Leaning Into Friction: Why Tension Drives Growth (23:31)
Tactical Tips: Organizing and Optimizing for Impact (26:14)
Next Up: Voice, Vision, and the Power of Storytelling (27:29)
Powerful Quotes
"You have to be prepared to change, to adapt to the current environment." - Nancy Brinker
"Just because you miss your old life doesn't mean you should go back to it."- Kelly Lyndgaard
"What tiny piece of your mission can you organize or optimize right now?”- Jon McCoy
"Movember has been called the laziest charity event in the world. You do less to embrace it." - Adam Garone
"Friction points are your biggest clues for what you need to tweak next." - Becky Endicott
"The cost of not listening is people dropping off." - Becky Endicott
"Every movement needs clear steps people can run with." - Jon McCoy
Organize + Optimize
The Spark of Social Change: Movements That Matter
Every movement begins with a simple belief. For Movember, it started with a mustache-themed birthday party. Co-founder Adam Garone believed a lighthearted idea could drive serious change for men’s health. That belief grew into a global movement raising $1.5 billion.
For Nancy Brinker, it was a promise to her sister Susan to help end breast cancer. That personal commitment became the foundation of Susan G. Komen, transforming how the world understands and fights the disease.
Turning Passion into Purpose
Belief becomes powerful when paired with purpose others can rally around. Kelly Lyndgaard’s Unshattered does just that by helping women in recovery build job skills, community, and healing. Her clear vision gave women a way to see themselves as capable and valued.
From Spark to Strategy
Belief needs structure to spread. Katelynn Whitaker, former marketing lead at Movember, helped create a toolkit that made participation easy through social media assets, branding guides, and storytelling prompts.
The Power of Community
Movements grow when people see themselves in the story. Whether it’s Komen’s local race model, Movember’s community campaigns, or Unshattered’s recovery stories, each example shows how shared ownership fuels momentum.
Change doesn’t happen alone. When people are invited to lead, contribute, and share their voices, a spark becomes something much greater.
👉Your Next Move:
Is your movement easy to join? Do you have a clear roadmap, toolkit, and first step for supporters?
What’s getting in the way? Where are people dropping off, and how can you simplify or improve the experience?
Who else can lead? Are you sharing stories, inviting voices, and creating space for others to take ownership?
🎧 Episodes Mentioned
Connect with Jon
Connect with Becky
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