Creating Change: How To Make Big Things Happen
summary
Argues that social change spreads from the network periphery, not from elites, because many behaviors require complex contagion—multiple reinforcing ties—so targeting isolated influencers often backfires (Google Glass is a cited example). Shows Korea’s contraception campaign hits national goals in about 20 years by seeding clustered villages that create norms, and reports a mathematical method tested on 702 networks to find the small neighborhood of actors at intersecting wide bridges that triggers a tipping point.
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chapters (25)
- 0:00Start
- 2:22Technology Diffusion
- 3:01Twitter Growth
- 4:37What Goes Wrong?
- 5:26Summary
- 6:35Overview
- 7:00Complex Contagions
- 9:27Three Myths of Diffusion
- 12:59Neighborhood Networks
- 14:59Brokers
- 17:00Wide Bridges
- 18:34Contagion Infrastructure in Action Networks that organized for change
- 20:56Diffusion of Social Norm
- 23:10Myth of Virality Spread of contraception in Korea
- 24:14Contagiousness
- 25:39VOICE trials
- 28:38Countervailing Influences
- 29:53The Power of the Periphery
- 31:11Failure of Influencers
- 32:37Triggering a Tipping Point Diffusion of Social Worms
- 33:42Key Strategic Approaches Reinforcement
- 34:41Spreading Social Change
- 42:56Tipping Point for Change
- 43:1125% Tipping Point
- 46:17Solar Panel Adoption
