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Seth Godin‘s been bringing his marketing brain to issues close to my heart.

What do the Dubai port deal, the numa numa video, Danish cartoons and yellow wristbands have in common?
They all spread because they were easy to spread. At the same time that climate cancer languishes in the background, voters inundate Congress with phone calls about the port deal. And pundits are surprised–shocked!–at how irrational the public is.

The mystery is resolved, says Seth, by understanding that

The best problems, as far as a consumer is concerned, are those that can be solved quickly and easily, with few side effects.

The new mystery — no, not a mystery, just a challenge: design bite-sized steps/actions/initiatives that take big bites.