I think the vast majority of people out there don't understand rationality as a scalar, but as almost a binary have-or-haven't, and they think everyone has quite enough of it merely by virtue of being human, unless intoxicated, emotionally wound up or mentally ill. Even if they think other people don't have it, they assume they have it themselves. "Am I rational enough" is a thing only crazy people ask themselves.
We need to hack people's most basic assumptions about rationality before they will even be receptive to improvement.
Because they aren't receptive, mere advice will be turned away and overt or unsubtle hacks will cause push-back. So we must hack subtly. A meme, spreading by itself rather than offered as advice, is a subtle hack. "Rationalists should win" might be a spreadable meme.
I agree, in general.
However, memes have a tendency to mutate and be selected for virulence rather than beneficial payload. In particular, something like "rationalists should win" can easily become something more like "winners are rational" which is... not at all what we want.
I suggest aiming to make people curious about rationalism without trying to attach any useful information about it to compact memes.
This has been discussed some, but I don't think it's been the sole subject of a top-level post. I want to find out other people's ideas rather than driving the discussion into my ideas, so I'm asking the question in a very general form, and holding off on my own answers: