Damon Centola

Simple contagions, like viruses and memes and ideas you already believe are true, spread through "fireworks" networks via "weak links," but complex contagions, like true innovations and ideas that challenge the status quo, spread through "fishnet" networks via "strong links." To make big things happen, you need redundancy among early adopters, usually on the periphery of a network but with "wide bridges" to other strongly linked networks, in order to build acceptability. By the time an influencer dumps a bucket of ice water over their head, the wave has already crested.… (mere)