'A remarkable and important guide to effecting change in our individual lives businesses
societies - and beyond' JONAH BERGER bestselling author of Contagious How did movements like
the Arab Spring and Black Lives Matter take off when they did? How did Lord Kitchener recruit 2
000 000 volunteers at the start of World War I? Why did Twitter take hold while Google+ has
failed? What surprising lessons can we learn from Covid 19? From the spread of Covid-19 to the
rise of political polarization from implicit bias to genetically modified food from NASA to
Netflix - it's time to think differently about how change works. Professor Damon Centola is the
world expert in the new science of networks. His ground-breaking research across areas as
disparate as voting health technology and finance has highlighted powerful and highly
effective new ways to ensure lasting change. In this book Centola distils over a decade of
deep experience into a fascinating new theory that challenges previous assumptions that new
ideas are either contagious or not. Change shows that beliefs and behaviours are not
transmitted from person to person in the simple way that a virus is. The real story of social
change is more complex and much more interesting. When we are exposed to a new idea our social
networks guide our responses in striking and surprising ways. Drawing on deep-yet-accessible
research and fascinating examples Change presents a paradigm-shifting new science for
understanding what drives change recognising our blind spots and how we can change the world
around us.
