Tipping Point Off-Balance
1) It certainly simplified my job. If I could find the Influential People for a given product category, I could concentrate marketing efforts, and let them carry the message forward.
2) And, I kind of considered myself an Influential, so it fed my ego … just a little
Then along comes this thought-provoking article in Fast Company magazine about Duncan Watts, who believes a trend depend on timing and societal readiness to accept the given trend. If those elements are in place, anyone can start a trend.
Watt’s research indicates influential people may effectively move a trend further; they are no more likely to start the trend.
Darn, just when I thought I had it figured out. But the more I thought about it, the more I believe he may be right. As an example, I look at the growth of Rainmakers, Indy’s most viral biz association. While we grew initially on the personality and influence of a handful of well connected people, today it is a virus spread by what Watts would call the accidental influential.
So read the article, then tell me what you think.
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