Book

A paradigm-busting new theory about the complex way innovative ideas, movements, and behaviors spread from the edges of society to impact everyone, and how to use these ideas to effect the change you want to see in the world.

In How Behavior Spreads, Damon Centola presents over a decade of original research examining how changes in societal behavior–in voting, health, technology, and finance—occur and the ways social networks can be used to influence how they propagate.