Step one is to offer a thrilling story to the people at the edges who want to hear it. Step two is to back that story up with authentic action and proof that it works. Then the bet is that the worldview of “I want to be like my more successful colleagues” will enable the believers to overcome the desire among their peers to take no risk. As Acumen’s idea infects these communities, it ought to be able to grow by spreading a new story to people who want to hear it.
