1.    Strategy — what’s your big idea?
2.    Story — help people understand it.
3.    Tools — set up simple tools that make it easy for contributors to see what’s happening and get involved.
4.    People — who are you trying to reach? how can they help right now?
5.    Prototype — build fast. test and improve it together.
(Shake and repeat.)

With thanks to Cathy Davidson, and 

from the Learning, Freedom and the Web project