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    app.spectator.co.uk | Rory Sutherland | 5/13/20 | 3 min
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    • Jessica1 month ago

      A short but potent article.

      I've always been interested in complexity and the nuance that makes one idea/theory/situation different from another. What people are paying attention to in 2020 has provided a lot more avenues to explore complexity and sit with unfamiliar thoughts, ideas, and emotions.

      One reason it is useful to use virology as a model for behavioural adoption is that it teaches us that good ideas don’t always naturally become adopted any more than bad ideas immediately die out. (Wine boxes were an excellent idea.) What matters is often not their value but their transmissibility.