An Approach Rooted in Empathy

Knurdology is on a mission to advance a more just & equitable society through community, storytelling, and political action.

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Hi, I’m Sam Chavez!

I'm a Knurd, are you?

I am a queer, white, New Mexican American activist who’s passionate about a livable planet, belonging, and equitable societies.

I founded Roots of Change in 2020 to:
    ✨ Empower & sustain changemakers 
    ✍🏽 Develop regenerative messaging
    🌱 Spread empathy with storytelling
    🪢 Cultivate connection that builds 
    🌍 Lasting social change

I founded Roots of Change to harness my storytelling and 12+ years of marketing experience to cultivate connection that leads to lasting social change. Working with Fortune 500 companies (Wells Fargo), tech startups (Malwarebytes), and now non-profits (SeaLegacy) and political organizations (Swing Left), I recognized the biggest mistake communicators make is missing the need for connection.

Growing up as a closeted queer kid in a conservative Texas family shaped my approach to activism and understand the urgency of shifting our culture away from harmful systems.

"If I do not speak in a language that can be understood there is little chance for a dialogue." - bell hooks

I'm passionate about social justice, equitable finance, mutual aid, and combating the climate crisis. I bring a data-driven, empathic, and storytelling approach to strategic digital communications.

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Why Knurdology?

I am an insatiable learner & explorer.

Or in other words, I am a nerd.

I can’t get enough of history, political strategy, social justice, marketing, emerging technologies, finance, travel, Star Wars...you name it.

Being the nerd that I am, I looked up the origins of the word nerd. I found that the original spelling of nerd is drunk spelled backward. So this is my original take on the word.

Knurdology was founded in 2010. It started as a media & entertainment brand and has since evolved into a political communications organization.

Now, Knurdology LLC is the umbrella company that supports Roots of Change's work. Knurdology is focused on advancing progressive values through storytelling, digital outreach, and communications.