1. 100 people IN THE HOUSE (Sometimes Peaking outside to See what is happening with the 600 not in the pool and the 300 in the pool) The minority Target: Move from house to pool area 600 People Around the pool watching “The Majority” Yet they are only 2nd order Majority (potential Followers in need of better understanding benefits of being in the pool > convert to Leaders) Target: Move from pool area to pool 300 PEOPLE in the Pool 1st order Majority (Leaders)

2. No-one goes to those in the house no energy is expended here! When more and more of the 600 begin to enter the pool Free Will and Choice and wanting to belong begins to create positive tension simple human curiosity, people will slowly come out of the house and take the place of the 600 OR There is a Psychological Heuristic Model of the phenomenon below out there somewhere = People in Pool = People in Pool Area WHAT IF all 300 people got together and 200 decided to get out of the pool at once and perform what the 3 did, what do you think would happen? 1:3 ratio There is an empirical curve to represent the math but I will not produce > exponential cure Begin to see benefits, want to realize benefits New Mental Model Established through open dialogue One jumps into pool experiences benefits Then Share benefits with others in pool area 50% On the fence 50% On the fence 50% On the fence 100% Will get into pool 100% Will get into pool 100% Will get into pool 75% In the pool 75% In the pool 75% In the pool 1 2 3 ? ? ? ? ? ? ? ? ? U will have fun U will have fun U will have fun 3 “pool people” get out and talk with 3 of 600. Share 1st hand experience of benefits with 3 in pool area currently undecided. 1 2 3

3. The Rule of 3