Complex contagions when it comes to behaviour spreading from @MrARobbins' #rED21 talk:
1. Coordination - the more people doing it the more effective it is.
1. Coordination - the more people doing it the more effective it is.
2. Credibility - skeptics need to see the change is effective / safe.
3. Legitimacy - the more that do it, the lower the risk.
4. Excitement - the more that do it, the more excited existing adoptees are.
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