Change - Deepstash

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Weak ties vs. Strong ties

Weak ties vs. Strong ties

"Most people think change comes from the influencers. The big names. But our most influential innovators just spread ideas—they don’t transform them."

Businesses often overemphasize the role of industry influencers. However, close relationships and tight-knit teams can drive deeper change.

In business, it’s important to nurture both types of connections. While weak ties might bring novelty, strong ties foster trust and thorough adoption.


794 reads

Complex Contagions

Complex Contagions

"For deep-rooted changes to take hold, multiple sources of reinforcement are often needed."

A single exposure is often not enough to adopt a new innovation. Multiple reinforcing messages from different sources can be more persuasive.

Businesses must ensure new ideas are communicated multiple times through various channels.


561 reads

Power of Small Groups

Power of Small Groups

"Small, tight-knit groups can be catalysts for broader societal change."

Change often starts with passionate, close-knit communities.

Fostering such communities within a business can drive organic innovation.


520 reads

Strategic Network Interventions

Strategic Network Interventions

"By altering the structure of our networks, we can create a world that is more receptive to change."

Intentional network changes can make environments more conducive to innovation.

Businesses can be proactive about network-building to facilitate growth.


438 reads

The Role of Redundancy

The Role of Redundancy

Redundancy in exposure can turn skepticism into belief."

Repeated exposure to an idea from different sources increases its acceptance.

Marketing or innovation campaigns should leverage redundancy.


431 reads

Contrarian Beliefs

Contrarian Beliefs

"Being a contrarian is not about being different; it's about challenging the norm effectively."

Contrarian beliefs can lead to unique innovations that differentiate businesses.

Encourage different perspectives in your team for out-of-the-box thinking.


358 reads

The Importance of Early Adopters

The Importance of Early Adopters

"Every movement has its pioneers."

Early adopters can serve as catalysts for broader acceptance of an innovation.

Businesses should focus on identifying and nurturing early adopters.


362 reads

The Dynamics of Resistance

The Dynamics of Resistance

Resistance to change is a natural part of the change process."

Expect and plan for resistance when introducing new ideas.

Understanding resistance can help businesses refine their innovation strategies.


319 reads

Cross-Cutting Ties

Cross-Cutting Ties

"Bridges between distant groups can be sources of innovative sparks."

Connections across diverse groups can introduce novel ideas.

mCultivate cross-departmental or cross-industry partnerships for innovation.


304 reads

Role of Environment in Change

Role of Environment in Change

"The same seed grows differently in different soils."

The success of an idea can be contingent on the environment.

Ensure the business environment is receptive to innovation.


289 reads

The Myth of the Influential Leader

The Myth of the Influential Leader

"Sometimes the quietest person in the room has the loudest impact."

Leadership in change doesn't always come from the most obvious sources.

Recognise and empower hidden influencers within the organisation.


298 reads

<p>"<em>Every change feeds bac...

"Every change feeds back into the system, influencing future changes."

The results of one change can set the stage for subsequent innovations.

Continuous feedback is essential for iterative business growth.


287 reads

Thresholds of Adoption

Thresholds of Adoption

"Everyone has a tipping point for adopting new behaviours."

People have different thresholds for adopting new ideas.

Tailor innovation strategies to meet varying adoption thresholds.


287 reads

Importance of Cultural Compatibility

Importance of Cultural Compatibility

"Innovations that resonate with existing cultures have a higher chance of adoption."

Cultural fit can accelerate the acceptance of new ideas.

Businesses should consider cultural alignment when innovating.


268 reads

Persistence in the Face of Failure

Persistence in the Face of Failure

"Not every change succeeds, but every attempt paves the way."

Failures can be learning opportunities and stepping stones.

Embrace failures as they often provide valuable lessons for future endeavours.


286 reads



With 25 years in marketing, brand strategy, and mental fitness coaching, I focus on societal change, self-mastery, and fostering community to build a regenerative Africa. "The world is changed by your example, not by your opinion." - Paulo Coelho


Damon Centola's "Change" and its elucidated ideas provide invaluable insights into the underlying dynamics of societal change, offering businesses a blueprint for driving impactful innovation and growth in a complex world.

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