If you are truly invested in playing a bigger game, you are going to need to find a way to stand up and make a difference. All change requires a shift in the social context within which my new technical idea has a chance to flourish. This means changing the minds of my audience. One of the hardest things to grasp is that it's not something about you that has to change first, it's something about me. It's my job to stand out, not yours to pay attention. This is the grand and wicked paradox of impact leadership.