(also here).

His wikipedia page is pretty awesome: http://en.wikipedia.org/wiki/Marshall_Ganz

 <<Ganz defines strategy as "how we turn what we have into what we need to get what we want."^[9] Strategic capacity, for Ganz, consists of three elements: motivation, access to relevant knowledge, and deliberations that lead to new learning. Chavez's efforts eventually prevailed because his organizing team had stronger motivation, deeper knowledge of the Mexican-American culture of the Central Valley, and diverse perspectives that generated fresh tactical ideas.^[10]>>

Some useful explanatory articles:

“Public Narrative, Collective Action, and Power”: http://leadingchangenetwork.com/files/2012/05/Public-Narrative-Collective-Action-and-Power.pdf

(in addition to linking this, I've also attached the pdf at the bottom of this page by dragging it onto the "add files" area)

Why stories matter, popular version: http://sojo.net/magazine/2009/03/why-stories-matter

http://friendsofjustice.wordpress.com/2009/02/18/marshall-ganz-why-stories-matter/

Academic version: http://leadingchangenetwork.com/files/2012/05/Public-Narrative-Collective-Action-and-Power.pdf

Public Narrative, Collective Action, and Power, pp. 273-289 Chapter 18 in Accountability through Public Opinion: From Inertia to Public Action, Sina Odugbemi and Taeku Lee, eds., 2011, The World Bank, Washington, D.C.