For an idea to be spread, it needs to be sent and received.
Ideas never spread because they are important to the originator.
A key element in the spreading of the idea is the capsule that contains it.
If it’s easy to swallow, tempting, and complete, it’s far more likely to get a good start.
No one “gets” an idea unless:
1. The first impression demands further investigation.
2. They already understand the foundation ideas necessary to get the new idea.
3. They trust or respect the sender enough to invest the time.
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Source of ideas: Guy Kawasaki quotes Seth Godin (from his new book "Small is the New Big"):