hey there I want to talk to you today about morality fact we share over two
about morality fact we share over two
about morality fact we share over two point eight billion communicative nodes
point eight billion communicative nodes
point eight billion communicative nodes a day and that’s just Facebook Twitter
a day and that’s just Facebook Twitter
a day and that’s just Facebook Twitter Instagram and snapchat
Instagram and snapchat
Instagram and snapchat now these communicative nodes usually
now these communicative nodes usually
now these communicative nodes usually take form of a message a product an idea
take form of a message a product an idea
take form of a message a product an idea a story and when these nodes spread from
a story and when these nodes spread from
a story and when these nodes spread from person to person to person over a short
person to person to person over a short
person to person to person over a short period of time they’re said to have gone
period of time they’re said to have gone
period of time they’re said to have gone viral and the allure of going viral is
viral and the allure of going viral is
viral and the allure of going viral is super compelling
super compelling
super compelling I mean look let’s keep it real
I mean look let’s keep it real
I mean look let’s keep it real especially if you’re our marketer an
especially if you’re our marketer an
especially if you’re our marketer an artist or an advertiser you mean to tell
artist or an advertiser you mean to tell
artist or an advertiser you mean to tell me that my ideas we get seen by a
me that my ideas we get seen by a
me that my ideas we get seen by a million people then they gonna share
million people then they gonna share
million people then they gonna share with people that don’t even know so like
with people that don’t even know so like
with people that don’t even know so like a good deal to me but it begs the
a good deal to me but it begs the
a good deal to me but it begs the question in today’s hyper-connected
question in today’s hyper-connected
question in today’s hyper-connected world with things spread at a rate far
world with things spread at a rate far
world with things spread at a rate far greater than ever before is there
greater than ever before is there
greater than ever before is there something more powerful more compelling
something more powerful more compelling
something more powerful more compelling than going viral
than going viral
than going viral so this provocation somehow another led
so this provocation somehow another led
so this provocation somehow another led me to the movie Avatar stick with me
me to the movie Avatar stick with me
me to the movie Avatar stick with me guys I know I know an avatar avatar is
guys I know I know an avatar avatar is
guys I know I know an avatar avatar is the highest-grossing movie ever made
the highest-grossing movie ever made
the highest-grossing movie ever made it’s been seeing the world over one may
it’s been seeing the world over one may
it’s been seeing the world over one may even say it’s gone viral now despite the
even say it’s gone viral now despite the
even say it’s gone viral now despite the fact that I’ve seen avatar three times I
fact that I’ve seen avatar three times I
fact that I’ve seen avatar three times I could not for the life of me remember
could not for the life of me remember
could not for the life of me remember the lead characters name and write ask
the lead characters name and write ask
the lead characters name and write ask people who seen the movie as well it’s
people who seen the movie as well it’s
people who seen the movie as well it’s like y’all do own that guy’s name
like y’all do own that guy’s name
like y’all do own that guy’s name they’re like Matt Kevin the guys name
they’re like Matt Kevin the guys name
they’re like Matt Kevin the guys name either and I wouldn’t be surprised if
either and I wouldn’t be surprised if
either and I wouldn’t be surprised if you’re sitting there thinking what is
you’re sitting there thinking what is
you’re sitting there thinking what is that dude’s name but juxtapose the movie
that dude’s name but juxtapose the movie
that dude’s name but juxtapose the movie avatar with the movie frozen now I’ve
avatar with the movie frozen now I’ve
avatar with the movie frozen now I’ve never seen frozen hand to God never seen
never seen frozen hand to God never seen
never seen frozen hand to God never seen frozen by know the lead characters named
frozen by know the lead characters named
frozen by know the lead characters named Elsa I know the storyline I know the
Elsa I know the storyline I know the
Elsa I know the storyline I know the words to let it go in fact listen if I’m
words to let it go in fact listen if I’m
words to let it go in fact listen if I’m in a conversation with someone unrelated
in a conversation with someone unrelated
in a conversation with someone unrelated to the movie and they say let it go in a
to the movie and they say let it go in a
to the movie and they say let it go in a sentence in my mind all I hear is let it
sentence in my mind all I hear is let it
sentence in my mind all I hear is let it go let it go it’s probably no wonder
go let it go it’s probably no wonder
go let it go it’s probably no wonder then why the frozen soundtrack went
then why the frozen soundtrack went
then why the frozen soundtrack went number one on Billboard with no radio
number one on Billboard with no radio
number one on Billboard with no radio play or also that letting go was number
play or also that letting go was number
play or also that letting go was number one
one
one most requested song at karaoke 2014 oh
most requested song at karaoke 2014 oh
most requested song at karaoke 2014 oh yeah an Elsa the number one Halloween
yeah an Elsa the number one Halloween
yeah an Elsa the number one Halloween costume 2014 and among the top baby
costume 2014 and among the top baby
costume 2014 and among the top baby names of 2014 and so on and so on and so
names of 2014 and so on and so on and so
names of 2014 and so on and so on and so on and so on and so on
on and so on and so on
on and so on and so on see while frozen went on to be the most
see while frozen went on to be the most
see while frozen went on to be the most successful animated movie it did more
successful animated movie it did more
successful animated movie it did more than just get seen a lot it did more
than just get seen a lot it did more
than just get seen a lot it did more than just go viral it had an impact on
than just go viral it had an impact on
than just go viral it had an impact on culture and this impact was contagious
culture and this impact was contagious
culture and this impact was contagious much in the way that somehow another we
much in the way that somehow another we
much in the way that somehow another we all just started saying on fleek or turn
all just started saying on fleek or turn
all just started saying on fleek or turn up on Netflix and chill or seemingly
up on Netflix and chill or seemingly
up on Netflix and chill or seemingly everybody last year was dabbing or doing
everybody last year was dabbing or doing
everybody last year was dabbing or doing the mannequin challenge or in November
the mannequin challenge or in November
the mannequin challenge or in November we grow mustaches see much like the
we grow mustaches see much like the
we grow mustaches see much like the movie frozen these things not only
movie frozen these things not only
movie frozen these things not only spread from person to person to person
spread from person to person to person
spread from person to person to person but they took hold and culture they were
but they took hold and culture they were
but they took hold and culture they were adopted into culture impacting our
adopted into culture impacting our
adopted into culture impacting our beliefs the artifacts that we Don the
beliefs the artifacts that we Don the
beliefs the artifacts that we Don the behaviors we take on and the language
behaviors we take on and the language
behaviors we take on and the language that we use
that we use
that we use they were culturally contagious and from
they were culturally contagious and from
they were culturally contagious and from this perspective cultural contagion is
this perspective cultural contagion is
this perspective cultural contagion is far far far greater than going viral
far far far greater than going viral
far far far greater than going viral far more powerful than getting seen a
far more powerful than getting seen a
far more powerful than getting seen a lot and this provocation set the stage
lot and this provocation set the stage
lot and this provocation set the stage for new exploration see I found myself
for new exploration see I found myself
for new exploration see I found myself being ridiculously curious about
being ridiculously curious about
being ridiculously curious about understand the dynamics of cultural
understand the dynamics of cultural
understand the dynamics of cultural contagion because if I can understand
contagion because if I can understand
contagion because if I can understand whether if we can understand why things
whether if we can understand why things
whether if we can understand why things not only spread from person to person to
not only spread from person to person to
not only spread from person to person to person but impact our beliefs the
person but impact our beliefs the
person but impact our beliefs the behaviors we take on the artifacts that
behaviors we take on the artifacts that
behaviors we take on the artifacts that we’ve done and the language that we use
we’ve done and the language that we use
we’ve done and the language that we use then perhaps then we can build and
then perhaps then we can build and
then perhaps then we can build and design ideas that are culturally
design ideas that are culturally
design ideas that are culturally contagious as well so my collaborator
contagious as well so my collaborator
contagious as well so my collaborator Chaucer Barnes and I we set out to study
Chaucer Barnes and I we set out to study
Chaucer Barnes and I we set out to study the world of cultural contagion we
the world of cultural contagion we
the world of cultural contagion we looked at some of the biggest cultural
looked at some of the biggest cultural
looked at some of the biggest cultural happenings over the course of 20 years
happenings over the course of 20 years
happenings over the course of 20 years from 1995 to 2015 everything from
from 1995 to 2015 everything from
from 1995 to 2015 everything from fashion to advertising to memes or to
fashion to advertising to memes or to
fashion to advertising to memes or to the fact that we wore lives from
the fact that we wore lives from
the fact that we wore lives from bracelets before we realized that Lance
bracelets before we realized that Lance
bracelets before we realized that Lance Armstrong was a dirtbag
Armstrong was a dirtbag
Armstrong was a dirtbag and the hope is that we might be able to
and the hope is that we might be able to
and the hope is that we might be able to see some consistency some through-line
see some consistency some through-line
see some consistency some through-line between each one of these cases each one
between each one of these cases each one
between each one of these cases each one of these cultural happenings so that we
of these cultural happenings so that we
of these cultural happenings so that we might be able to identify causality as
might be able to identify causality as
might be able to identify causality as to why things not only spread from
to why things not only spread from
to why things not only spread from person to person but take hold and
person to person but take hold and
person to person but take hold and culture impacting our beliefs the
culture impacting our beliefs the
culture impacting our beliefs the artifacts that we’ve done the behaviors
artifacts that we’ve done the behaviors
artifacts that we’ve done the behaviors that we do and the language that we take
that we do and the language that we take
that we do and the language that we take on so while this happened we end up
on so while this happened we end up
on so while this happened we end up finding something fortunately well in
finding something fortunately well in
finding something fortunately well in fact we found five things five
fact we found five things five
fact we found five things five conditions that were consistent each one
conditions that were consistent each one
conditions that were consistent each one of these happenings the first was the
of these happenings the first was the
of these happenings the first was the communicative node the content the idea
communicative node the content the idea
communicative node the content the idea and the idea was built to share the
and the idea was built to share the
and the idea was built to share the content was communicative by design the
content was communicative by design the
content was communicative by design the second not only was the idea
second not only was the idea
second not only was the idea built to share communicated by design it
built to share communicated by design it
built to share communicated by design it was shared by the appropriate messenger
was shared by the appropriate messenger
was shared by the appropriate messenger someone with credence someone that I
someone with credence someone that I
someone with credence someone that I trusted three the idea the content was
trusted three the idea the content was
trusted three the idea the content was also enabled for thematic iterations and
also enabled for thematic iterations and
also enabled for thematic iterations and that is some individual can uniquely
that is some individual can uniquely
that is some individual can uniquely express the idea with some derivative
express the idea with some derivative
express the idea with some derivative work without degradation the integrity
work without degradation the integrity
work without degradation the integrity of the original idea we notice we think
of the original idea we notice we think
of the original idea we notice we think about covers music covers right
about covers music covers right
about covers music covers right someone remakes a song different artists
someone remakes a song different artists
someone remakes a song different artists different arrangement different key but
different arrangement different key but
different arrangement different key but we still know the original song my mind
we still know the original song my mind
we still know the original song my mind goes to the Fugees and kill you softly
goes to the Fugees and kill you softly
goes to the Fugees and kill you softly so we got content we had credence that
so we got content we had credence that
so we got content we had credence that covers the fourth fertile conditions and
covers the fourth fertile conditions and
covers the fourth fertile conditions and this speaks to the marketplace
this speaks to the marketplace
this speaks to the marketplace conditions that can’t be controlled
conditions that can’t be controlled
conditions that can’t be controlled they can’t be predicted but they can’t
they can’t be predicted but they can’t
they can’t be predicted but they can’t be exploited by identifying someone in
be exploited by identifying someone in
be exploited by identifying someone in the market who could benefit from your
the market who could benefit from your
the market who could benefit from your idea winning your complement think
idea winning your complement think
idea winning your complement think peanut butter and jelly
peanut butter and jelly
peanut butter and jelly if peanut butter is having a good year
if peanut butter is having a good year
if peanut butter is having a good year jelly is going to benefit also so
jelly is going to benefit also so
jelly is going to benefit also so they’re both invested in each other
they’re both invested in each other
they’re both invested in each other success the fifth was this idea
success the fifth was this idea
success the fifth was this idea perceived ubiquity
perceived ubiquity
perceived ubiquity of ubiquity in the marketplace what we
of ubiquity in the marketplace what we
of ubiquity in the marketplace what we call concurrence where it seemed like
call concurrence where it seemed like
call concurrence where it seemed like everybody was talking about it or
everybody was talking about it or
everybody was talking about it or everybody was doing it because if
everybody was doing it because if
everybody was doing it because if everybody’s talking about it and
everybody’s talking about it and
everybody’s talking about it and everybody was doing it it lowers
everybody was doing it it lowers
everybody was doing it it lowers resistance and we take a look to see
resistance and we take a look to see
resistance and we take a look to see what is everybody talking about what’s
what is everybody talking about what’s
what is everybody talking about what’s all the hoopla about and the alchemy of
all the hoopla about and the alchemy of
all the hoopla about and the alchemy of these five conditions create the perfect
these five conditions create the perfect
these five conditions create the perfect recipe for cultural contagion it
recipe for cultural contagion it
recipe for cultural contagion it increases the likelihood ideas not only
increases the likelihood ideas not only
increases the likelihood ideas not only spread from person to person to person
spread from person to person to person
spread from person to person to person but catch holding culture impacting our
but catch holding culture impacting our
but catch holding culture impacting our beliefs the artifacts that we Don the
beliefs the artifacts that we Don the
beliefs the artifacts that we Don the behavior to take on in the language that
behavior to take on in the language that
behavior to take on in the language that we use and collectively we call this the
we use and collectively we call this the
we use and collectively we call this the contagion cookbook content credence
contagion cookbook content credence
contagion cookbook content credence covers compliments and concurrence now
covers compliments and concurrence now
covers compliments and concurrence now it’s important that I note that this was
it’s important that I note that this was
it’s important that I note that this was a discovery
a discovery
a discovery it wasn’t an invention as my
it wasn’t an invention as my
it wasn’t an invention as my collaborator would say this wasn’t what
collaborator would say this wasn’t what
collaborator would say this wasn’t what two whites blue meth we found this in
two whites blue meth we found this in
two whites blue meth we found this in the wild right it was a discovery in
the wild right it was a discovery in
the wild right it was a discovery in fact the closer we got to understand the
fact the closer we got to understand the
fact the closer we got to understand the dynamics of cultural contagion the
dynamics of cultural contagion the
dynamics of cultural contagion the further we dug into the conditions of
further we dug into the conditions of
further we dug into the conditions of the cookbook we found that it mirrored
the cookbook we found that it mirrored
the cookbook we found that it mirrored closely to the conditions of
closely to the conditions of
closely to the conditions of epidemiological spread how pathogen
epidemiological spread how pathogen
epidemiological spread how pathogen spreads from person to person to person
spreads from person to person to person
spreads from person to person to person so the content the communicative node
so the content the communicative node
so the content the communicative node the idea well that’s like the pathogen
the idea well that’s like the pathogen
the idea well that’s like the pathogen itself and the pathogen has the
itself and the pathogen has the
itself and the pathogen has the properties that are communicative that
properties that are communicative that
properties that are communicative that are easily to transmit and not only does
are easily to transmit and not only does
are easily to transmit and not only does it have communicative properties but
it have communicative properties but
it have communicative properties but it’s spread by the appropriate messenger
it’s spread by the appropriate messenger
it’s spread by the appropriate messenger someone I trust someone close to me in
someone I trust someone close to me in
someone I trust someone close to me in proximity both physically and intimately
proximity both physically and intimately
proximity both physically and intimately we think about thematic generations
we think about thematic generations
we think about thematic generations covers and epidemiology is sort of like
covers and epidemiology is sort of like
covers and epidemiology is sort of like strand mutation where the patterns it
strand mutation where the patterns it
strand mutation where the patterns it takes on a different shape a different
takes on a different shape a different
takes on a different shape a different expression a different form based on
expression a different form based on
expression a different form based on your resistance then we think about
your resistance then we think about
your resistance then we think about fertile conditions complements it’s
fertile conditions complements it’s
fertile conditions complements it’s kinda like the right season in the fall
kinda like the right season in the fall
kinda like the right season in the fall we call it flu season right kids are
we call it flu season right kids are
we call it flu season right kids are going back to school they come home
going back to school they come home
going back to school they come home they’re walking petri dishes right our
they’re walking petri dishes right our
they’re walking petri dishes right our office places our work places are far
office places our work places are far
office places our work places are far more dense because people are less
more dense because people are less
more dense because people are less likely to go on vacation in the fall
likely to go on vacation in the fall
likely to go on vacation in the fall right the weather is changing so our
right the weather is changing so our
right the weather is changing so our body is allocating in
body is allocating in
body is allocating in to regulate temperature which leaves our
to regulate temperature which leaves our
to regulate temperature which leaves our immune system potentially compromised
immune system potentially compromised
immune system potentially compromised these things create the perfect
these things create the perfect
these things create the perfect conditions for pathogens to spread and
conditions for pathogens to spread and
conditions for pathogens to spread and then there’s perceived ubiquity
then there’s perceived ubiquity
then there’s perceived ubiquity concurrence which is sort of like
concurrence which is sort of like
concurrence which is sort of like control of air spaces it’s the four
control of air spaces it’s the four
control of air spaces it’s the four walls both figuratively and literally if
walls both figuratively and literally if
walls both figuratively and literally if we find ourselves in an airplane our
we find ourselves in an airplane our
we find ourselves in an airplane our offices our classrooms if there’s a high
offices our classrooms if there’s a high
offices our classrooms if there’s a high incidence of the pathogen within these
incidence of the pathogen within these
incidence of the pathogen within these closed air spaces ie they’re high
closed air spaces ie they’re high
closed air spaces ie they’re high presented people who happen to have the
presented people who happen to have the
presented people who happen to have the pathogen and they communicate it they
pathogen and they communicate it they
pathogen and they communicate it they coughing sneeze it increases the
coughing sneeze it increases the
coughing sneeze it increases the probability that we’ll be exposed and
probability that we’ll be exposed and
probability that we’ll be exposed and the alchemy of these five conditions
the alchemy of these five conditions
the alchemy of these five conditions create the perfect recipe but pathogens
create the perfect recipe but pathogens
create the perfect recipe but pathogens to spread from person to person to
to spread from person to person to
to spread from person to person to person and take hold much like the five
person and take hold much like the five
person and take hold much like the five conditions of cultural contagion
conditions of cultural contagion
conditions of cultural contagion increases the probability that ideas not
increases the probability that ideas not
increases the probability that ideas not only spread from person to person but
only spread from person to person but
only spread from person to person but take hold and from that perspective then
take hold and from that perspective then
take hold and from that perspective then cultural contagious is far greater than
cultural contagious is far greater than
cultural contagious is far greater than going viral and way more compelling than
going viral and way more compelling than
going viral and way more compelling than getting seen by a whole bunch of folks
getting seen by a whole bunch of folks
getting seen by a whole bunch of folks because if we can design ideas that are
because if we can design ideas that are
because if we can design ideas that are culturally contagious imagine what it
culturally contagious imagine what it
culturally contagious imagine what it means in the context of Education a
means in the context of Education a
means in the context of Education a magic wouldn’t means in the context of
magic wouldn’t means in the context of
magic wouldn’t means in the context of public health a public policy imagine
public health a public policy imagine
public health a public policy imagine what it means for our interaction with
what it means for our interaction with
what it means for our interaction with the environment because if we could come
the environment because if we could come
the environment because if we could come up with ideas messages products
up with ideas messages products
up with ideas messages products behaviors that I only spread from person
behaviors that I only spread from person
behaviors that I only spread from person to person
to person
to person but take hold and culture impacting
but take hold and culture impacting
but take hold and culture impacting people’s beliefs and the behaviors they
people’s beliefs and the behaviors they
people’s beliefs and the behaviors they take on we could positively impact
take on we could positively impact
take on we could positively impact humanity and we all can do it the
humanity and we all can do it the
humanity and we all can do it the recipes here so imagine what it means
recipes here so imagine what it means
recipes here so imagine what it means for your idea imagine what it means for
for your idea imagine what it means for
for your idea imagine what it means for your cause consider your blueprint
your cause consider your blueprint
your cause consider your blueprint because with this idea we can literally
because with this idea we can literally
because with this idea we can literally design messages products ideas and
design messages products ideas and
design messages products ideas and behaviors that can literally change the
behaviors that can literally change the
behaviors that can literally change the world and that I think is an idea worth
world and that I think is an idea worth
world and that I think is an idea worth spreading thank you so much
”
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