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Damon Centola: Why Change Spreads from the Edges—Not the Influencers

Damon Centola: Why Change Spreads from the Edges—Not the Influencers

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 Damon Centola, sociologist and author of *Change: How to Make Big Things Happen*, dismantles the myth of the influencer and introduces a radically different model of how ideas and behaviors actually spread. In this thought-provoking conversation, Centola explains why change doesn’t come from social media stars with massive followings—but from dense clusters in the network periphery. He explores how weak ties, wide bridges, and network dynamics shape everything from viral movements like Black Lives Matter to behavioral shifts like installing solar panels or quitting smoking. Drawing from decades of experimental research, Centola reveals that most people misjudge what causes change—believing it’s money, recognition, or messaging—when it’s actually subtle cues from peers. He shares how “complex contagions” require reinforcement from trusted networks, not mass exposure, and why virality alone fails to produce lasting impact. Whether you're a founder, activist, or creator, this episode will challenge how you think about social influence, innovation, and what truly drives societal tipping points.

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