The term "better ideas" refers to the set of changes or improvements that have been shown to be successful (i.e., achieved desired results) in a single site or local area within the organization and are now being spread more broadly.

Early in the process to spread new changes, executive leaders with support from others in the organization begin to identify the improvements that will be spread to meet the organization’s strategic goals. The process of sharing the "better ideas" involves not only explaining the new ideas in a way that potential adopters can easily understand, but also demonstrating why the new ideas are better than the old. Before potential adopters are ready to hear details about the new ideas, they must first perceive the relative advantage of the new ideas for their own work. Rogers (1995), Bandura (1986), Prochaska (1995)