Put aside your need for a step-by-step manual and instead realize that analogies are your best friend.
Seth GodinLittle changes cost you. Big changes benefit you by changing the game, but only if you go first.
Seth GodinThat the horrible Zika virus or HIV, we can look at what it means to be patient zero, what it means to need not much contact to spread, and all of those things follow into the way ideas spread.
Seth Godin