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Memes are at the conversion point where the flow of desire transforms into the actions taken, and they attach themselves to desiring machines to motivate action. The body of the desiring machine can be an individual person or an abstract metabiological organism such as an egregore, but regardless of what form the body may take, if you want it to pick up and spread your meme you must include in that meme an appeal to the body's needs. While it might be difficult to comprehend what kind of meme you could offer to the Joker, (certainly not a fool-proof way to destroy the Batman egregore as they are both reliant on the other for narrative existence) it becomes much easier to design memes for corporate egregores who are motivated by liquidity and capital investments. Maslow's hierarchy of needs is a good place to begin⁸³, and from there identify which of each needs the memes fill for each egregore.

Of course, this assumes that the meme is a discrete entity, like a seed or spore that can lay dormant. Most markets demand a viral marketing strategy to be a kind of epidemic manufacturing, but the most effective memetic work develops out of ground teams seeding the psychogeographical spaces to which they have access. A recent model of viral marketing that we find useful is the previously mentioned Long Tail. The head of the distribution full of the most popular memes is under the category of Late and Early Majority, while the goal for meme construction and fostering is to move the meme to the maximum population size. To do this, the memeticist encourages the meme to move up the tail and make the Early Adopters more rapidly motivate the Early Majority into adopting the meme⁸⁴. This is where the Salesmen and the Connectors, discussed previously⁸⁵, become relevant. Eliciting the aid of these two classes of individuals can be achieved through external structures, or can be engineered into the meme itself.

Finally, remember that every structure, be it linguistic like those described above, or a social institution, or a mechanical structure, or a spiritual or psychic structure--every structure acts as a constraint on some behaviors and supports others. The point is to apply what we have learned from one discipline to another, and not to get stuck in a single way of viewing things. Now that you can see an institution as a living entity gestating self-replicating information virii to guide cultural evolution, how might you adapt your approaches in achieving your goals?