## Simple vs Complex Contagion simple contagion = low risk complex contagion = require individuals to make a substantial personal investment due to the costs or risks involved, including reputational or social risks, personal risks, and personal effort --> a single recommendation is rarely enough We embrace complex contagions based on norms, not knowledge. --- > The code is a commodity. The distribution channels are saturated. As we move deeper into the age of AI, the bottleneck for success has shifted. It is no longer about who can build the best technology or buy the most ads. > > The bottleneck is now sociology. > > The founders and creators who will define the next generation are those who understand the invisible physics of how groups of people decide to trust something new. They are the ones who know how to identify a narrow community, spot the social dandelions within it, and lower the cost of adoption until saying “yes” feels like the most natural thing in the world. --- The Obsidian community -- [[Obsidian 卖的是它的理念和哲学]] [[Consumer trust is the ultimate good]]