In his magnifi cent and highly provocative book Viral Change, psychiatrist Leandro Herrero explains that culture change works one person at a time. Herrero tells us that change is most effective when it spreads like a virus. Step by step, gradually infecting everyone. Just like catching the common cold from that guy sneezing next to you on the subway this morning. When we realize that effective change comes from this individualized action, not only does developing a positive safety culture feel more achievable, it actually becomes more practical to manage too.