Social Learning: the human experience
I ran across this online and it immediately resonated with me: "An important facet of learning within a social context is social proof. Simply stated, when someone just like me does something, I’m more likely to try it myself."
The first person to deviate from the norm is a leader: someone doing something risky (yet positive) that eventually attracts another risk taker, then another, until ultimately many join in to create truly meaningful solutions or memorable experiences.
This You Tube clip illustrates the point. Watch what happens, and think about this in terms of a social learning process. Be patient. Reward your positive deviants. Some will follow right away, others will wait. Many will be inspired. Change happens.