have

the time.

So, viral change is many things at the same time.

It's an approach, it's a way of life, it's a way of understanding organizations, it's a philosophy, it's many things at the same time.

And the last thing that I don't want to say is that it's not a method.

even if everything is a method as somebody said a method is a trick that you use twice so but in reality it's an approach it's a way to uh not just understand but in a very practical way a non-theoretical way to create large-scale behavioral and cultural change in organizations So it's larger scale.

It's not a smaller scale.

So what would you do instead of launching a communication plan first to tell people what's coming? In viral change, what would you instigate first?