We all know it. Some of the world’s most favourite beaches are permanently threatened by sharks. Only when somebody gets attacked or the guards discover a shark in the water everybody seems to care about it and stays on the beach. As if the risk wouldn’t be there when the sharks remain unseen… The risk is always there. «To control the agenda» (Strategic Campaigning Guideline No. 2) you should make your own decision whether you take the risk or not. Don’t stay away from the water because the others do and don’t go in there because the others do. Do your own thing! Is it better to follow the herd than to swim with the sharks? Maybe, sometimes, find it out by yourself.