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More Agile changes for Scrum are either based on "just do it", Kotter style change leadership, Senge style change evolution, Cohn style rollout, Larman/Vodde style rollout, or Schwaber/Sutherland style rollout. Scaling models also get considered. Indeed there are many theories, but usually from two schools of thought. There may be another.
There is a lot of psychological research to suggest that as humans we are highly influenced by the crowd and by "social proof" from people we respect. So, often we imitate them. This explains why mindset shift gets reversed after people sleep on our coaching and why coaching needs repetition/refocus.
John Coleman shared ideas on Agile behaviours. Let's say it's an interesting twist of psychology, change theory, and what we need to do to make good Scrum and other agile methods "go viral" in the enterprise.
Enter the Chalfont Project, Leandro Herrero and Viral Change (TM), and maybe an Agile twist from John Coleman.
Assuming Viral Change(TM) would used as is, licensed from the Chalfont Project or associated companies.