Applying this to social movement is the key to getting the best of both hierarchical and horizontal organizational forms. To move from general coding to a DNA capable of guided self-organization, we need three things. Firstly, the written code must be accurate, showing how the organization truly functions, rather than an idealized version, and without missing any parts that you want to pass on, parts that are not often written down (such as informal aspects of the culture). Secondly, there must be a reliable and active means of replication, for example through induction and training, rather than relying on people picking up details as they go along. Thirdly, there must be a catalyst for reproduction, to make people realize that they want to take part.
The more unstructured a movement it, the less control it has over the directions in which it develops and the political actions in which it engages. This does not mean that its ideas do not spread. Given a certain amount of interest by the media and the appropriateness of social conditions, the ideas will still be diffused widely. But diffusion of ideas does not mean they are implemented; it only means they are talked about. Insofar as they can be applied individually they may be acted on; insofar as they require coordinated political power to be implemented, they will not be.