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Most of what we know about how ideas spread comes from bestselling authors who give us a compelling picture of a world, in which "influencers" are king, "sticky" ideas "go viral," and good behavior is "nudged" forward. The only problem is that the world they describe is a world where information spreads, but beliefs and behaviors stay the same. It is a world of simple contagions, which spread quickly to everyone, but do not have any lasting impact on what we think or how we live. When it comes to transforming behaviors and beliefs, the dynamics of change are different: beliefs and behaviors are not transmitted from person to person in the simple way that a virus is. The real story of social change is more complex.