Cascades: How to Create a Movement that Drives Transformational Change

PREFACE

One night in 2002, I had dinner with a man named Jed Sunden in Kyiv, Ukraine. I’d only recently arrived in town, but had been in the region for a number of years. Sunden, on the other hand, was already a legend in Ukrainian media circles. He had come in 1995 to work on a project to catalogue Jewish cemeteries and, sensing opportunity, launched the Kyiv Post, an English-language newspaper, with $8,000 he financed on his credit cards.

I had several reasons for setting up the meeting. First, I had been sent to Kyiv by a Swiss magazine publisher whose Ukrainian business unit was having some trouble, and it was clear that Sunden would be a valuable source of market information. Second, it was already well known that he was preparing to launch ...