Change: How to Make Big Things Happen

This book is written in a clear and engaging style. Centola draws largely on his own research, bringing in both theoretical examples and large-scale practical experiments he has conducted to drive his argument; crucially, he succeeds in balancing detail with concision and comprehensiveness. The book’s structure is also very helpful to readers who wish to avoid getting bogged down in detail and instead quickly absorb the key ‘takeaway points’– these are conveniently distilled into ‘Seven Fundamental Strategies for Change’ in the final chapter.

It is clear that the book is intended for a general audience rather than a business audience. This is its main weakness, as it limits the relevance of Centola’s research and methodology for the business sphere. Furthermore, the general nature of Centola’s ‘Seven Strategies’, which are intended to have as wide an appeal as possible, means that they are lacking in concrete steps which can readily be applied by readers in the business sphere. While the methodology is interesting and impressive, it could be clearer and more relevant.

How to create the change you want to see in the world using the paradigm-busting ideas in this “utterly fascinating” (Adam Grant) big-idea book.​

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 problem is that the world they describe is a world where information spreads, but beliefs and behaviors stay the same.

When it comes to lasting change in what we think or the way we live, the dynamics 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. When we are exposed to a new idea, our social networks guide our responses in striking and surprising ways.

Drawing on deep-yet-accessible research and fascinating examples from the spread of coronavirus to the success of the Black Lives Matter movement, the failure of Google+, and the rise of political polarization, Change presents groundbreaking and paradigm-shifting new science for understanding what drives change, and how we can change the world around us.

The applications of this book are largely based on the ‘Seven Fundamental Strategies for Change’. Both business leaders and consultants could apply the lessons on the impact of social networks on innovation to improve the efficiency with which genuine change is achieved within the organisations under their charge.