INTERVIEW | Make Money by Rethinking Groupthink: How Better Networks Create Smarter Decisions with Damon Centola

Damon Centola is the Elihu Katz Professor of Communication, Sociology, and Engineering at the University of Pennsylvania, where he directs the Network Dynamics Group. A pioneering researcher in social networks, behavior change, and collective intelligence, Damon is a 2026 Guggenheim Fellow and the award-winning author of How Behavior Spreads and Change. In his forthcoming book, Good Think, he challenges the conventional wisdom that groupthink is inevitable when people collaborate, revealing how the structure of our networks influences decision-making, innovation, and behavior. In this conversation, Damon explains how businesses, healthcare organizations, and online communities can create environments where better ideas emerge and people learn to work together more effectively.

On this episode we talk about:

Why groupthink may be misunderstood and how centralized hierarchies can suppress valuable ideas, even among highly intelligent people.

How egalitarian networks help groups with opposing viewpoints find common ground and make more informed decisions.

How businesses can encourage innovation by bringing together people from different departments and creating opportunities for unexpected conversations.

How hospital hierarchies can contribute to medical errors and healthcare disparities, and how collaborative networks can improve clinical decision-making.

How social media algorithms amplify influencers and echo chambers, and why redesigning online networks could encourage more productive conversations and reduce hostility.

Top 3 Takeaways

The structure of a group matters as much as the people in it. Even talented individuals can make poor decisions when a rigid hierarchy causes everyone to conform to the leader's preferred viewpoint. Create environments where people at every level can contribute ideas and challenge assumptions.

Create opportunities for unexpected connections. Innovation often happens when people interact with colleagues outside their usual circles. Businesses can encourage this by designing workspaces and collaboration systems that bring together people from different teams and disciplines.

Change the environment, not just people's attitudes. Training people to recognize bias doesn't necessarily change how they behave when they return to familiar social structures. Build systems that naturally encourage diverse perspectives, independent thinking, and constructive collaboration.

Notable Quotes