This chapter traces the transformation of the post-2006 protest movement into a political organisation, culminating in the creation of MORENA. It examines the contingent mechanisms and experimental practices that shaped this transition, challenging interpretations that attribute it solely to charismatic leadership. Drawing on parallels with Spain’s Podemos, the chapter explores how organisational techniques and communication technologies contributed to institutionalisation. After the 2006 encampment, López Obrador toured the country as the self-proclaimed “legitimate president,” forming a symbolic cabinet of 12 “ministers” tasked with building regional networks. Their accounts reveal the precariousness of this early phase, marked by limited resources and uncertain alliances. The analysis highlights the movement’s overlooked failures and hesitations, while identifying two key structuring tools: the gradual consolidation of a supporter database—reaching three million names by the late 2000s—and the launch of Regeneración, a newspaper selling six million copies. Combining outreach, propaganda, and political education, Regeneración helped turn diffuse mobilisation into organised activism. The chapter thus situates the emergence of MORENA within broader global dynamics of political entrepreneurship, communication, and the mediated reworking of charisma.