Startup Dragons

Ideas Spread Like Viruses
Marketing loves the idea of "influencers"—a small number of hyper-connected people who can tip an idea into mass adoption. Find the right connector, the story goes, and you unlock exponential reach.
Network science says otherwise.wise.
Duncan Watts and Peter Dodds modelled thousands of scenarios and found that large cascades are rarely driven by influential individuals. Instead, they're driven by a critical mass of easily influenced people—and by the structure of the network itself.
Topology matters more than celebrity. Weak ties matter more than strong ones (for novel information). Structural virality—how an idea branches and replicates through a network—predicts spread better than follower counts.
This inverts conventional marketing wisdom. You don't need to find influencers. You need to design ideas that replicate well in normal network structures.

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