Build scaffolding: Demanding that masses of people leap is rarely as effective as creating the conditions for them to simply walk on board. • Require effort and expense from the early adopters: When working with the pioneers, require effort and offer status. It’s not convenient, easy, or free to go first—there’s no tension in that. Embrace the effort. The appearance of risk is actually a benefit for this cohort. • What gets measured: Create simple and useful metrics for status and stick with them. • Create stickiness: Invest in systems that build stickiness for the believers and don’t be
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