Developing the case to spread better ideas involves explaining them in a way that will attract those in the target population to consider adopting the ideas.

Everett Rogers identifies five attributes that affect the rate of adoption of new ideas in a social system: the relative advantage of the changes over the existing system; compatibility with existing values, experiences, and needs; and the complexity, triability, and observability of the changes. In Rogers’ view, demonstrating the benefits of the changes is the most important attribute.

In addition to citing published literature, one of the most effective techniques to demonstrate the benefits of the changes is to share the improvements the successful site made and the results they achieved. The spread agent must work with the successful site to effectively promote its work.