The clearer the words of the Just Cause, the more likely they will attract and invite the innovators and early adopters, those willing to take the first risks to advance something that exists almost entirely in their imaginations. With each success, a little more of the iceberg is revealed to others; the vision becomes more visible to others. And when others can see a vision become something real, skeptics become believers and even more people feel inspired by the possibility and willingly commit their time and energy, ideas and talents to help advance the Cause further.
this stress the importance of knowing what you stand for and to makw you your customers know so they cab support you from day one
