Came across these three blog posts in the past week, each of which resonates with me for different reasons. Maybe they will with you, too:

On why ideas spread:
http://sethgodin.typepad.com/seths_blog/2010/10/ideas-spread-when.html

On recent research about dealing with and overcoming objections:
http://www.spring.org.uk/2010/10/dont-take-no-for-an-answer.php

On the role of associations in transforming rather than merely informing:

http://blogs.asaecenter.org/Acronym/2010/10/transformation_providers.html