Common knowledge

The world doesn't change when everyone knows something. Humans are social animals, and we often fear ostracism and disapproval more than physical risk or even death. We often speak out only when we know it's safe to do so. That means change relies on common knowledge: The moment when everyone knows everyone else knows something. In this talk, FWD50 co-chair Alistair explains why this simple fact has made us slow to act on wicked problems like climate change, why a vocal minority can hold back progress, why perception becomes reality, and why the best communicators value simplicity over accuracy.