Preface 3
Introduction 7
Part I Pervasive Myths That Prevent Change
Chapter 1 The Myth of the Influencer: The (Un) Popularity Paradox 15
Chapter 2 The Myth of Virality: The Unexpected Weakness of Weak Ties 38
Chapter 3 The Myth of Stickiness: Why Great Innovations Fail 58
Part II The Changemaker's Playbook
Chapter 4 How Change Happens: The Discovery of Complex Contagions 79
Chapter 5 Complex Contagion in Action: Memes, Bots, and Political Change 99
Chapter 6 Contagion Infrastructure: The Importance of Wide Bridges 110
Chapter 7 The Principle of Relevance: The Power of People Like Us and Unlike Us 137
Part III The 25 Percent Tipping Point
Chapter 8 In Search of a New Normal 161
Chapter 9 Wittgenstein, #MeToo, and the Secret of Cultural Change 180
Chapter 10 The Blind Spot in the Mind's "I": Unexpected Triggers for Tipping Points 203
Part IV Discord, Disruption, and Discovery
Chapter 11 Optimizing Innovation: Social Networks for Discovery 241
Chapter 12 Bias, Belief, and the Willingness to Change 264
Chapter 13 The Seven Fundamental Strategies for Change 295
Acknowledgments 303
Notes and Further Reading 305
Index 335