2 What to do: I'M MOCA

Instigate – like a chemical reaction: combine particular conditions to release their energy. Sow the seeds of your idea in fertile ground.

Multiple – people self-organize into groups, which often intersect. No one conversation or strategy could or should engage everyone. Plant varieties of the same idea in different conditions to bear the most fruit.

Meaningful – you believe in the power of your ideas, and your conversations should reflect that passion. Authenticity earns trust and credibility. Take care of your ideas by “watering” them with the attention and care they deserve.

Ongoing – Richard Dawkins, an evolutionary theorist, compared an ideavirus to a living organism: self replicating, evolving and adapting to changing environments. A healthy idea will propel itself, like a tree branching out. It’s often more effective and intelligent than if you (futilely) tried to control the directions of the branches yourself.

About your ideas – like a good parent, you know that your idea will thrive when given its independence to grow on its own. But you can and should retain authorship as an innovator.