In the green transition today, there are several distinct logjams that need to be addressed if we're going to unleash the full potential of a planet-positive global economy - renewable power permitting delays, sluggish R&D capital flowing into promising startups, and tentative investment in public/private partnerships to name a few.
Breaking these logjams won't be easy, but I think a key ingredient to large-scale, viral change is...imitation.
Imitation is not only a form of flattery - it's one of the things that makes us distinctly human. We are social, emotional beings - we copy because we're connected...and we want to stay connected.
In Leandro Herrero's seminal work, Homo Imitans (2011), he brilliantly describes how the spread of behaviors is the real source of social change. In short, he connects the neuroscience of human imitation with practical examples of how only a small number of people - if they're the right people! - can influence massive behavioral change inside organizations or in wider society.
If you are a senior executive or policymaker, Homo Imitans is a must-read. It's a refreshingly accessible book. It will make you think twice about how viral change happens and how vital you are in that process. You are in a position of power and influence. And with great power comes great responsibility as the late icon Stan Lee reminded us. Harnessing your power with a few others at your level could lead to viral, fundamental change. Others will imitate you.
This doesn't have to be only at the CEO level. Any small, influential group of people (the top professors at a university, the most respected and visible directors within a company, etc) can coalesce around a singular objective and create viral change in virtually any context.
For better or worse, humans imitate each other and we particularly imitate those in positions of power or influence. In the green transition, let's take this awareness forward as we try to solve seemingly insurmountable challenges.
Massive, viral change can actually happen. All it takes is a small group of 'perfect fit' leaders, a singular objective, and an organized effort to reach the goal.
