---
title: Seth Godin
description: Quote of the Month by Seth Godin
---

[Tim McCarthy & BGF | Blog ](https://blog.thebusinessofgood.org)

# [Seth Godin](https://blog.thebusinessofgood.org/seth-godin-3)

 Written by [Tim McCarthy](https://blog.thebusinessofgood.org/author/tim-mccarthy) | Apr 3, 2023 12:33:13 AM

### [How to change the world ](https://p.feedblitz.com/r3.asp?l=198236750&f=1081591&c=9588449&u=25604947)

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

[View full post](https://blog.thebusinessofgood.org/seth-godin-3)

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