Damon Centola (PSC Research Associate) and Douglas Guilbault co-authored a new study published in Nature Communications that introduced Complex Centrality, the first and only model for effectively predicting the mass spread of ‘complex contagions’, such as new innovations, ideas and behaviors. The study shows that the center of a network – where new ideas can be successfully seeded – doesn’t always lie with the most well-connected individuals/influencers, but rather depends upon a detectable support infrastructure that enables individuals to initiate the spread of new ideas. Watch the video above and read more in the Annenberg press release.