New website coming soon! In the meantime, check out the latest version of our toolkit at

“A typical liberal may recognize contributor names on the cover like the Yes Men and Billionaires for Bush, but the guts of the book also nod to IWW, Earth First! and Otpor.”

Cole Wardell

Doyle Canning

Doyle Canning was struck by a tear gas canister in the streets of Seattle in 1999, and has never been the same since. She is a creative strategist with a deep commitment to building broad-based movements for social justice and an ecological future. Doyle is a co-founder of the Center for Story-based Strategy (formerly known as smartMeme). She delivers training, coaching, facilitation and framing to high-impact networks who are taking on greedy corporations, corrupt politicians, racist laws and polluting policies. Doyle is co-author of Re:Imagining Change with Patrick Reinsborough. She lives with her husband in Boston, where she enjoys practicing yoga, cooking, and making music.

Contributed Modules

Theory: Framing

Contributed by and
January 21, 2014

In the words of media researcher Charlotte Ryan, “A frame is a thought organizer, highlighting certain events and facts as important, and rendering others invisible.” Framing a message correctly can make or break an entire campaign.

Principle: Think narratively

Contributed by and
June 5, 2012

Sometimes the best response to a powerful enemy is a powerful story.

Principle: Show, don’t tell

Contributed by , and
June 3, 2012

Use metaphor, visuals and action to show your message rather than falling into preaching, hectoring or otherwise telling your audience what to think.

Principle: Reframe

Contributed by and
June 2, 2012

The easiest way to win an argument is to redefine the terms of the debate.

Principle: Lead with sympathetic characters

Contributed by and
May 31, 2012

Good actions tell a good story; good stories revolve around sympathetic characters.

Theory: Points of intervention

Contributed by and
May 24, 2012

A point of intervention is a physical or conceptual place within a system where pressure can be put to disrupt its smooth functioning and push for change.

Theory: Narrative power analysis

Contributed by and
May 24, 2012

All power relations have a narrative dimension. Narrative power analysis is a systematic methodology for examining the stories that abet the powers that be in order to better challenge them.

Theory: Memes

Contributed by and
May 24, 2012

Memes (rhymes with “dreams”) are self-replicating units of cultural information that spread virally from mind to mind, network to network, generation to generation.

Tactic: Media-jacking

Contributed by , and
May 17, 2012

To undermine your opposition’s narrative by hijacking their event; to draw attention to your side of the story; to capitalize on your target’s media presence; to reframe an issue; to be a jackass.