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