## Metadata - Author: [[Centola, Damon]] - Full Title: Change How to Make Big Things Happen - Category: #books ## Highlights - The story of change is not only a story of pioneering social innovations that disrupt markets and challenge the powerful. Remarkably, it is also a story of how the people who are most in need of new solutions often resist them. Promising social and technological innovations—such as sustainable farming techniques, renewable energy sources, new educational programming, and even lifesaving medications—are often resisted by the very people who need them the most. Regardless of how they’re packaged, new products and ideas are not easily adopted when they threaten established beliefs and social norms - In cases where establishing legitimacy or mass appeal is critical for further growth, courting diversity is key. As we saw with the equal-sign movement, the numbers need not be overwhelming. Who is adopting is just as important as how many are adopting. The perceived legitimacy of a social movement, a social technology, or a political candidate is significantly strengthened by reinforcement from diverse social circles