Over time, any successful run of advocacy initiatives brings speculation on how these successes might be scaled.
Scaling Advocacy success can be done by expanding the scope or the time frame of advocacy. But scaling isn’t about making something you have successfully achieved bigger. No success survives deeply unchanged by being made bigger. CAS don’t scale like jigsaw puzzles (100 pieces to a 1,000), and the outcomes of intervening in them don’t either.
We usually take our success (say, in individual representational advocacy) and turn it into something very different (say policy advocacy with a goal of making the need for representational advocacy less acute). Sometimes we look to multiply the use of a successful advocacy tactic across the target ecosystem with which we interact. In both these cases, we are building a new advocacy initiative only tentatively connected to the success we are using as a model for our scaling.
We layer these separate initiatives rather than integrating them. In an advocacy organization, we make them, in one way or another, separate boxes in our organizational chart. Usually, they are subjected to entirely different planning processes. And, over time, they become more and more distant from one another. They are monitored in different ways, and the meaning of success in the separate boxes becomes progressively distinct, as the context of the target CAS continues on its own large-scale evolutionary journey. This loss of coherence of different initiatives in the advocacy strategy seems to those involved in planning and implementing the scaling of success as an unavoidable necessity.
But how does scaling work in ecosystems, in real world change, in our brains? Not like our standard scaling of advocacy success.
Processes in a CAS are integrated across all levels in the CAS. They are “fractal” at least in analogy if not mathematically. In practical terms, this means that whatever actually happens in a CAS requires all levels of the CAS to occur. Some levels may have little going on, though, and this activity at different levels shifts constantly. When we scale fractally, we are expanding our use of the possibility space we created with our advocacy initiative without giving up the work we do on the lower levels of the CAS.
There is not a “privileged” level in a CAS that we can use as a proxy for the entire event we are interested in if we want to scale an advocacy success, and there never is such a privileged level. Our sense that one level is privileged is no more than a result of the way abstraction works in our brains. We abstract a level and because we are focusing attention on it, we think it is privileged. This is very much like those videos where we focus on counting the number of passes by basketball players and miss the person in the bear costume running around without a ball.
When you simply ignore a level in the reality of a CAS, you trigger unintended consequences that you will only perceive once they have already occurred. In a CAS, levels are linked to one another, and can only be ignored to the detriment of our advocacy outcomes.
At the same time, we simply can’t fathom the entirety of a CAS as it evolves, not even for a moment. Again, we can’t use machine/computer models or logic model planning frameworks to scale an advocacy success, however necessary operational planning might be for our implementation. We must use a real strategy to guide our scaling of success. One thing that means is that the programs that represent our effort to scale must be integrated to produce coherence, not boxed off from one another, so they can be selectively ignored.
The point of the strategy we develop for building coherence across our various advocacy initiatives must be its use as a framework for making decisions when the future is uncertain and our resources are scarce.
In a CAS levels are not structures. They are defined by the enabling and disruptive links in their possibility space. Things that “happen” at one level cause emergent ripples throughout the CAS both up and down the levels.
There will be more about integrating advocacy scaling efforts in the next section on the Advocacy and Target ecosystem.