Momentum

the strategist can increase the perceived effectiveness of action by focusing effort on targets that will catch attention and sway opinion. 

From a psychological perspective, there can be returns to focus or concentration when people ignore signals below a certain threshold (called a "salience effect" in psychology) or when they believe in momentum-that success leads to success.  

In either case, the strategist can increase the perceived effectiveness of action by focusing effort on targets that will catch attention and sway opinion.  It may, for example, have more impact on public opinion to completely turn around two schools than to make a 2 percent improvement in two hundred schools.  In turn, peoples' perceptions of efficacy affect their willingness to support and take part in further actions.

ACTION POINT: Focus your efforts on targets that will sway opinion and catch attention.