I was reviewing my notes from 2007, and unearthed this short paragraph:

For social marketers intent on changing individual behavior and the opinions that guide behaviors, we can—and must—apply new thinking. Simply trying to project a new opinion will be futile. We must identify the accepted opinions in order to identify a lubricant to merge the new idea into the “flywheel” of old opinions. Indeed, to help promote social change, we must not only convey the message, but also provide the assistance to help people reconcile their own opinions (beliefs, actions, ideals) with the new.

Social marketing is a related cousin to social enterprise, of course. Where social enterprise is a business designed to create positive social change, social marketing is the use of commercial marketing techniques to create social change.

As such, this recalled note has direct relevance to all social entrepreneurs. Indeed Social Delta has worked with many clients to adjust their marketing strategy to ensure that they don’t only “push” messages to their target audiences, but that they learn more about their audience before defining their key messages.

The notion of a “flywheel of old opinions” is as pertinent today as ever it was. We all live with a sustained set of rote actions, cultural traditions, family learning, and resistance to change. There is inertia to these beliefs, and in order for a new idea to take root, social entrepreneurs need not fight against that inertia, but rather lubricate the insertion of the new idea into the old.

We need to have the ability to let off the clutch slowly to merge the new idea with the speed of the lives of our audience.