An idea is like a play. It needs a good producer and a good promoter even if it is a masterpiece. Otherwise the play may never open; or it may open but, for a lack of an audience, close after a week. Similarly, an idea will not move from the fringes to the mainstream simply because it is good; it must be skillfully marketed before it will actually shift people's perceptions and behavior.

How to Change the World: Social Entrepreneurs and the Power of New Ideas, Updated Edition (ed. Oxford University Press, 2007) - ISBN: 9780199779543