Samara Crawford Herrera trains and coaches leaders who are working to transform the systems—like health, education, housing, and local economies—meant to build thriving communities and prepare young people for the future. She also leads TheCaseMade’s Future Ready initiative, which focuses on education and career preparedness for young people.
Before joining TheCaseMade, Samara “sampled life fully” (her words!) in the U.S. Navy, then as a kindergarten teacher, a social worker, a school district administrator, and founder and leader of a Kansas City public education policy and advocacy organization. In that role, she got people to reimagine public education together.
We talked to Samara about why she’s stayed in Kansas City for nearly a decade after moving around most of her life, her optimism about young people’s ability to lead us into the future, the magic of metaphors, and more.
What do you love about where you live?
I moved to Kansas City eight years ago and, truthfully, declared, “I'm not staying too long.” And here we are! Kansas City's midwestern charm, good people, better food and brag-worthy sports and activities have kept me discovering something new year after year.
I considered myself a nomad before coming to Kansas City, moving 17 times over the course of my life. But I've made this place a home by raising a daughter here, building a thriving multigenerational and multicultural community, and advocating for policies that welcome and improve the lives of everyone here!
What’s your aspiration for KC?
My deepest hope is that Kansas City continues to build its education ecosystem and heal from past system injustices so that every learner—no matter where they live, what school they choose to attend, and what family, class, and race of origin they are—is provided the highest quality of education and able to achieve the lifelong success they want.
I want the city to invest as profoundly in the legacy of its young people as we do in our championship teams and our growing downtown. I want equitable prosperity and universal access to thriving to be as synonymous with Kansas City as barbecue and our football dynasty!
What are some of the dominant narratives you’re trying to change and obstacles you’re navigating?
Nothing makes what little hair I have stand on end more than hearing “We’ve got a talent deficit” or “We don't have the type of leaders we need to take on the challenges of tomorrow." These statements can't be more wrong.
The issue, I believe, is that change makes people fearful and overwhelmed. So, we've created a narrative that the “right people” aren't available or “ready” to lead us and to make the critical systems changes we've overlooked or avoided.
As I meet young people across this country, I'm always struck by their innovation and fearless approach to breaking the mold of “what we've always done.” I'm working to revitalize our systems by advocating that we reframe what talent and leadership looks like, particularly by providing more opportunity for multigenerational leadership.
How are you making the case for your vision of the future?
I believe that the best way to make the case for anything is to lose yourself in the way it serves others. (That’s not my insight; it’s Gandhi’s).
Would you share your best CaseMaking moment with us?
On a recent visit to an amazing community we’re supporting in their Strategic CaseMaking™ journey, I held a listening session with some pretty important people in their city government: the mayor, city manager, director of planning and operations, etc.
I was nervous because we start those sessions in what could seem like a pretty woo-woo place for people whose jobs are to solve the most complex and urgent problems facing a city. I was afraid that asking them to engage in a little appreciative inquiry,* future-pacing, and vision casting would have me run out of the room.
I have never been more delightfully wrong.
It was like the floodgates opened up from the moment I asked, “What do you love about this community.” The community leaders cried joyful tears at all that had been overcome in the years post-Covid. They proudly declared their commitment to problem-solving—even when things were hardest. They said they wanted to measure hope as an important indicator of government success.
I was floored and inspired. The session was a reminder that everyone, regardless of title, privilege, or position, deserves an opportunity to be heard. Our work is to listen differently.
What’s your favorite CaseMaking tool or skill?
At TheCaseMade, we teach people to create a “hook,” or persuasive lead-in to a case, by tapping into aspirations, building a sense of urgency, and telling people what they lose if they sit on the sidelines. I used to be such a hook girl because I think of all the times I have only had a few moments to draw someone into my case and I longed for a better, structured way to do that. The mechanics of a good hook were just the recipe.
Lately, I have become a huge proponent of using metaphor to help people better understand the inequitable systems we're all fighting to upend. Metaphorical thinking is the cornerstone of Principle Six (Make Inequitable Systems the Villain), and it’s how we move away from archetypal victims and villains in our stories. I'm a southern lady at heart so a well-placed metaphor is the cornerstone of deeper understanding and connection for me!
What are you working on next?
I'm excitedly helping to launch our new initiative, Health Justice Community of Practice, with our partners and friends at Data Across Sectors in Health, or DASH (a collaboration between the Michigan and Illinois Institutes of Public Health). We've selected three pioneering cities in the Southeast, and we’re helping them bring Strategic CaseMaking™ and data storytelling to their compelling health equity projects. Over the course of the next nine months, we'll work and learn alongside these powerhouse organizations and leaders, build a community of CaseMakers together, and make strategic calls to action.
I'm also excited to more fully lean into our Future Ready work, which aims to advance education and career readiness. I'm looking forward to connecting and partnering with leaders and organizations that are reimagining systems to support and fully prepare young people!
Join Samara and TheCaseMade Business Manager Mariel Ferreiro every third Thursday of the month for our free peer support call for practicing Strategic CaseMakers™. It’s a great opportunity to talk with likeminded folks about the CaseMaking challenges and opportunities you face every day. Register now!
*Editor’s note: Like the first few questions in this interview!