Ben Waber reviewed Change by Damon Centola
An Excellent Review of Social Network Diffusion Research
4 stars
Damon is one of the biggest names in the game of diffusion, and this is probably the best summary of the research in that area. This book reviews a lot of the fundamental research in networks, diffusion, and adoption, then gets about the business of systematically debunking the idea of "influencers" as a big driver of adoption of anything beyond simple ideas/products. Instead, Damon demonstrates how complex contagion is best served by cohesive networks, with a number of takeaways for practitioners. Highly recommend