Ev Bogue"Ideas in secret die. They need light and air or they starve to death." -- Seth Godin
The idea is the most important part of any movement.
A leader has to pick one actual idea and stick with it.
Many people who set out to create movements avoid having ideas, and that's why their movements either don't lift off the ground or fail.
We avoid ideas to be safe. Movements are never safe.
We may feel that we have to make our idea apply to the broadest swath of the population as possible. This belief has been embedded into our psyches by years of education, work, and socialization.
An idea must be focused, it must be powerful, it must be specific.
Ideally, you should be able to condense the idea into one word or phrase.
Anyone who sees your movement must be able to make up their mind in less than 10 seconds. Are you interested in joining or too afraid? Go!
Most important, your idea must leave people out. Not everyone can join your movement, and you don't want them to. If your idea is broad enough to apply to everyone, it's also too broad to have any meaning.