I expect regular Dot Earth readers know about Greg Craven and his viral global warming YouTube videos. A high school science teacher (chemistry and physics) and father of two from Oregon, he addresses the climate controversy from the perspective of the ordinary person who’d like to do what’s right, but is baffled and turned off by the is-so, is-not climate cacophony.

Craven and his  online posse turned these videos into a book, “ What’s the Worst That Could Happen?: A Rational Response to the Climate Change Debate,” which is among the most important and unique books about climate change out there. Three things about the book set it apart from the crowd and, I think, make it far more useful to most of us.

Craven makes a point of not telling you what to think; instead, the book is about giving you the tools to think for yourself — to evaluate what you hear, to assess the credibility of various sources, to avoid falling prey to common errors of thought. In short, it gives you the tools to make the best use of the information at hand, given limited time for study, in order to decide for yourself whether we should act.

He looks at the issue from the angle we all should: not “is it true” or “is it x-percent certain” but weighing “what are the rough probabilities, what are the rough risks, what outcomes can we afford,” just as you do in taking out an insurance policy against any calamity.

It’s not rocket science. It doesn’t require any specialized knowledge or really any knowledge at all about climate science. It’s just about making smart use of the noggin you’ve got.

The book’s second special feature is Craven’s recommendation for personal actions, if you, like him, arrive at the conclusion that we need to prevent substantial climate change. This is where most books and Web sites resort to “personal carbon footprint” recommendations: change your light bulbs, recycle your trash, haul out your bike. But these “tend your own garden” suggestions either ensure that your actions have next to no impact, or else tap into a  magical-thinking mindset that personal-footprint change can drive mass shifts in consciousness — a notion which anyone spending time in the regional mega-mall can peg as extremely wishful thinking.

As Craven points out, what will save us isn’t the spread of personal shifts in consumption; it’s the spread, among well-meaning people, of a new way to think about the risks of climate change. So if you have five minutes to devote to climate action, he’d say don’t spend it buying organic underwear or plowing up the backyard, or even studying the fine points of climate science; instead, spend it talking to your coworkers or family. Share your concern. Quietly ask the its-a-hoaxers, “Could you be wrong?” Spread Greg’s YouTube video or the book, and ask them to pass it on.

If you have a busy life, should you take time to do this? That’s something you’ll need to decide. Craven suggests you make the decision mindfully, by “choosing your future regrets,” and that you use this same approach in deciding how much time and energy to give.

Which brings me to the third special feature of Craven’s book: how to view your outreach actions. Having seen his videos go viral, he’s well aware of how powerful spreading the word can be. Yet the reality is that most of our efforts won’t spread far at all. We have a choice in how to perceive this. We can view it as “my actions are doomed, doomed,” become disempowered and paralyzed and watch our children’s earth go down the tubes; or instead we can see it as Craven does:

“Picture each small action you take as a lottery ticket. Like a lottery ticket, your action has only a very small chance of paying off. But the prize is the world.”

You can’t beat that for a payoff.

“The more tickets you buy, the greater your chances.”

So, what are your lottery tickets?

Just sending out a link to Craven’s YouTube videos (along with the message to pass it on!) is something we all can do, and it may be the most important thing. Or  buy the bookin bulk - at under $6 right now, it’s a steal at Amazon - since putting out copies where people are hungry for reading material could pay off too.

Craven offers a range of ideas for action, from bite-sized to jumbo, reminding you that the size should suit your lifestyle and that “you’re not spreading the message of “OhMyGodWe’veGotToDoSomethingAboutGlobalWarming!…instead, you’re spreading the meme of asking people to think”; plus you’re asking them to pass it on, which is the multiplier that makes the real impact.

What can the Dot Earth community do? What special talents and contacts could you put to use, for spreading this meme?

Online resources: Craven’s website; reviews of his book byChris Mooney and Michael Tobis; the videos on YouTube.