Every time you pass along a piece of information in a social network—online or offline—its ultimate popularity depends on whether your audience decides to tell other people, their audience, about it. You face a simple question: “Is this news right for my audience?” Then your audience applies the same calculation to determine if they should pass it along to their friends: “Is this right for my audience?” And their audience, the audience of your audience, makes the same judgment before telling an entirely separate group of people: “Is this right for my audience?” With each step, the news travels
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Think of women and minorities in technology
