I want to set a new agenda

Truly innovative solutions often require you to transform the very market in which you operate.

If you want to set about changing other people's perception of where the world should be headed, you will need to involve them in your vision from the outset. Try the following steps:

1. Listen! You cannot force through your own agenda. So listen to other people and try to understand the problem in depth. What, for example, are the biggest challenges facing green transport? Why has the problem not already been solved? How does your product fit into the solution?
   
   
2. What can we do ourselves? Do you, for example, have a product that can make transport greener? Is it enough just to sell your product? Or do you need to advise people about the positive effects and maybe dispel some myths about the negative effects?
   
   
3. Influence the debate. If you want the public to show an interest in your case, you could write articles, talk to local politicians or attend public meetings.
   
   
4. Identify opinion-formers in the field. These might be local politicians focusing on environmental and transport issues, companies, NGOs, local and national societies and associations, the biogas industry and so on and so forth.
   
   
5. Classify these opinion-formers. Who is on your side, and who remains to be convinced? Often it will be more appropriate for an NGO with no commercial interests to approach politicians and highlight an issue than for your company itself to do it. Your role might be to offer solutions to problems that NGOs raise politically.
   
   
6. Stay focused. It can take a long time to change an agenda. Keep drawing attention to the fact that you have a solution. You will need to stay focused if you are to bring about change.

Prioritise
You are unlikely to get everyone on board at the first attempt. But if you can get the most important people on board, you will have come a long way.

Theory U is all about how to set an agenda.