[the spark]
The Cold, Hard Logic of Who We Copy
Joseph Henrich studies how cultures transmit knowledge across generations, and his research reveals a pattern: humans don't primarily learn by testing what works. They learn by copying those who seem successful.
This makes sense when you're young, inexperienced, or facing complex decisions. You can't personally verify everything. So you watch who gets admired, promoted, or followed, and you imitate them.
Henrich calls this prestige-biased learning. The most prestigious person in a group becomes a cultural model. This shortcut works brilliantly when prestige tracks competence. A skilled hunter earns respect; others imitate his methods, and the group thrives. But the mechanism has a flaw. Prestige can detach from the skills that earned it.
Here's the mechanism: Prestige is cheap to observe, competence is expensive to measure. You can see who has status in seconds. Evaluating whether someone is actually skilled takes time, context, and often expertise you don't yet have. So when people imitate at scale, they follow the clearest signal, not necessarily the most accurate one.
This creates feedback loops. A person gains prestige. Others copy them. Their choices spread. Their status rises further. The cycle accelerates, independent of whether their original success came from skill, luck, or timing.
Social media accelerates this dynamic. Algorithms surface what's already popular. Follower counts function as status markers. The person with the largest audience becomes the default model, regardless of whether their advice actually works. Henrich's framework explains why we keep watching people whose content feels empty. We're not evaluating their ideas. We're responding to the prestige cues baked into the platform itself.
The practical move isn't to stop learning from others. That's impossible. Your best strategy is to choose your models deliberately. Ask what someone actually produced, not how many people follow them. Look for results you can verify, not credentials you're expected to trust.
The quality of who you imitate will shape who you become.