Persistent, consistent, and frequent stories, delivered to an aligned audience, will earn attention, trust, and action.

If you want to make change, begin by making culture. Begin by organizing a tightly knit group. Begin by getting people in sync. Culture beats strategy—so much that culture is strategy.

As always Seth has a way of stating the obvious, I think the key is that so many times we want to make everyone happy, or market to everyone and that just creates a race to the bottom. Pick a small group and be generous build a community, its had work that is consistante that brings change and real community that will grow.