"An utterly fascinating read that will challenge some of your core assumptions about how social change happens. As a leading sociologist and expert on social networks, Damon Centola reveals that if you want to change beliefs and behaviors, influencers are overrated and sticky ideas aren’t always enough - and he explains what really causes the rise of movements and the diffusion of innovations. It might be the most important book on the science of social influence since Cialdini's Influence.” (Adam Grant, New York Times best-selling author of Originals and Give and Take, and host of the TED podcast WorkLife)

“This remarkable book provides a powerful way to think about change. Damon Centola elegantly synthesizes the latest research from network science, sociology, and psychology into a critically important guide to effecting change in our individual lives, businesses, societies, and beyond.” (Jonah Berger, Wharton professor and best-selling author of The Catalyst and Contagious)

“In this moment of history when engrained norms and behaviors are being upended, Damon Centola, the scientist who reshaped our narrative about social change, helps us understand what sticks, and what passes, and how to use this knowledge to foster positive change. Change is a journey that highlights how social networks and norms, together, reshape our society." (Albert-László Barabási, author of The Formula)