This stage is typified by persuasion by norm entrepreneurs. Norm entrepreneurs attempt to convince a critical mass of states (norm leaders) to embrace new norms. Norm entrepreneurs call attention to issues or even create issues by using language that name, interprets, and dramatizes them Norm entrepreneurs attempt to establish frames …… that resonate with broader public understandings and are adopted as new ways of talking about and understanding issues Norm entrepreneurs need a launching pad to promote their norms, and will frequently work from non-governmental organizations and with international organizations and states. In most cases for an emergent norm to reach a threshold and move toward the second stage, it must become institutionalized in specific sets of international rules and organizations After norm entrepreneurs have persuaded a critical mass of states to become norm leaders and adopt new norms, we can say the norm reaches a critical threshold or tipping point