How to change the world

All successful cultural change (books, movies, public health), has a super-simple two-step loop:

AWARENESS

TENSION

It’s easy to focus on awareness. Get the word out. Hype. Promo.

I think that’s a mistake.

Because awareness without tension is useless.

The tension is like pulling back a rubber band.

WHY would someone who becomes aware take action?

Is the action to buy the book? To change one’s diet? To vote?

                                                            ----- Seth Godin