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I think that "Thinking in Systems" is kind of a good foundational work. Not so much because I agree that stores and flows are all that matters, but because it is such an outstanding example of "turn it all on its head and see how it works, document that, now optimize it."

So: Systems. What are the systems for propagating pro-social norms?

What is the Linux, VLC, Minecraft, Wikipedia, No Mans Sky of propagating pro-social norms? How do we build the thing that scientists and philosophers will twiddle at every night for an hour to cause pro-social norms to take seed and flourish, and drive out the stinging nettles and frustrate the aphids.