Atul Gawande, writing in The New Yorker, explored why some medical innovations take hold quickly while others take much longer to spread. A medical doctor who writes about innovation and change, Gawande identified several elements key to understanding why great ideas don’t lead to immediate action. For one, big ideas often address problems that are important but invisible, and implementing them can require sacrifice or specialized knowledge and skills. Also, sometimes the reward for changing behavior isn’t immediately evident. Ultimately, Gawande writes, getting people to change means transforming a culture — understanding the norms underlying a system and helping to create new norms. While offering instruction and support is essential, it isn’t enough. Gawande quotes Everett Rogers, who wrote decades ago about the diffusion of