When you’re view of the world only includes balls bouncing upward, you might think anyone who believes in gravity to be naive and simplistic.

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Those who step back and look at the system as a whole will see something different. Gravity always moves thing down.

Sit in the political system or work in the media and you may hold a view that society moves based on certain forces. Steps back though, and communications theory clearly shows that it is the word of mouth happening at the community level that ultimately dictates what makes it into the media and onto the political agenda.

And when we look at who the influencers are in local day to day conversation, there are a few individuals within society that influence how word of mouth spreads.

“Never underestimate the power of a few committed people to change the world. Indeed, it is the only thing that ever has.”  Margaret Meade