The Anti-Racist Organization

Preface

Dismantling racism isn't about who's perfect. It isn't about who's nailed it. It isn't about who's getting public accolades.

It's about who's got the moral courage to do some introspective reflection, and then go, ‘You know what, this isn't right. This is not good enough and we're going to be part of the solution.'

Shereen Daniels

How to Read This Book

Read any traditional marketing ‘bible’ or listen to the advice of seasoned sales professionals and they will all tell you the same thing. When writing a book, particularly a business one, aim to solve the problems of your readers. Make sure you speak their language.

• You must resonate with them.
• You should make them feel like every word you write is aimed personally at them and that you, and you alone, hold the key to their solving their problems.
• Position yourself as the expert.
• Reinforce your credibility.
• Centre them and their needs.
• Always.

When some contacts in my network knew I was writing this book, they had some words of advice along similar lines but specific to the subject matter:

• Be careful you don't take things too far in what you write about. You don't want to alienate potential customers.
• You have to know how to play the game and meet people where they are.
• White people are tired of having racism shoved down their throats. We didn't create these problems.
• The problem is that change takes time. You need to be more patient and ease people into this rather than hitting them over the head.
• Don't forget ...