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Damon Centola | The Psychology of Making Big Things Happen and Ideas Spread

The Unmistakable Creative Podcast

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The Power of Highly Connected Social Stars

The power of highly connected social stars to spread innovations turns out to be one of the most enduring and misleading myths in social science. Even when an innovation spreads from the periphery to achieve world wide influence, we still give credit for its success to a social star. How do we arrive at that conclusion, and why is it wrong? It actually connects to the deeper question of democracy, because the same strategies of advertising products were also used to advertise candidates.

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