Professor Damon Centola examines the science of how innovative ideas, movements, and behavior spread through social networks. His research dispels the myths of the influencer, ideas that go viral, and our natural inclination to make innovations stickier by demonstrating that social change is more complex. Centola reveals how widespread change comes from the diverse network periphery of regular people that stimulates the discovery of new knowledge. Their logistical coordinated activity requires an emotional hook that triggers feelings of loyalty and solidarity that can lead to a tipping point for a movement to catch on among the masses.

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