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"Tell the chef, the beer is on me."
Word-of-mouth influences are more effective than TV commercials or newspaper & radio ads cuz the information often comes from someone we know and trust, so we're more moved by that.
Three things that can cause a tipping point is: Stickiness Factor, Law of the Few, and the power of context.
Connectors, Mavens and Salesmen rely on the Law Of The Few.
- connectors are usually people-person, introducing people to people, gaining as much contacts information as possible. The Law of the Few here applies to the fact that they prefer to go for "the weak link" that is keeping everyone else as acquaintances on the same level instead of being close friends with them.
- mavens collect information, sometimes starting them from way back when. They solve their own problems to help other people, like they'd legit tell people to do this and that from the information and experience they've gained.
- salesmen: often persuasive and optimistic.They somehow get people to go for what they recommended. The Law of the Few here is the small, really subtle mirroring/mimicing gestures they use when they converse with people. By doing this they connect with these people emotionally & pretty much convinced these people on what choice they should take.
The Stickyness Factor: This is kinda hard to think up cuz people need to be creative enough to think outside the box and find something that makes the message stick to people's heads, with as small as the effort may seem. The factors are:
- Interactivity, cuz humans need to actually DO things, and action makes information more memorable. Watching TV usually puts us in a static passive mode & all the info from the TV wont stay in our head too long.
- Repetition. This works on children cuz adults got bored of things replayed over and over again. Children are still learning & they're surrounded by new things, and to make those things stick in their heads (usually educational stuff) TV shows, books, etc. have to repeat the message over and over again.
This section talks about Sesame Street & Blue's Clues as examples, and how children can remember characters' names if they have a literal description as a name & not actual proper names.
The Power of Context: People's usual/default behavior & attitudes can change depending on which situation they're put in. Normally good people, when conditioned & made to think they're prisoners or prison guards eventhough it's only pretend jail, can behave like real prisoners & prison guards. Honest people can cheat in tests depending on what's written in the test papers, or how the tests are constructed.
The context that triggers people's behavioral change can be really subtle ones, like sightings of vandalism in an environment can trigger people (who are usually messed-up in the first place) to commit crime, triggering other people around to do the same too, tipping the crime rate.
Also, humans aren't really that good in noticing subtle signals from their surroundings & identifying where the context is & just stick to signals exhibited from other people.
An example of this is New Yorkers tend to behave like: where when one is in a crowd, one tends to act less on a sudden situation and just ignore it instead cuz the context here is that everyone is rushing and they automatically ignore "small" incidents that might be distractions, instead of acting up on said incidents & being the good samaritan they are.
- As explained in Outliers about how the Southern Americans act & the relation to their Scotch-Irish descent, people don't necessarily inherit traits & personalities from their parents 100%. Sure their genes contribute to their children, but the way the children behave is usually due to influence from surroundings, from other people.
- Adopted children dont necessarily act just like their adoptive parents compared to biological children & parents.
It's one thing reaching out to individuals to spread information and make it tip, but a more effective way is to reach out to groups. Groups amplify the spreading effect and all you gotta do is reach out to one member of certain groups, and they'll spread the info to the rest of the group & the results will amplify.
There's this rule called The 150 Rule. When managing groups, it's a good reason to consider the members' amount & keep their relations healthy, based on stories of the Ya-Ya Sisterhood fanclubs, Methodism, the Hutterites clan and a company called Gore (in which everyone's treated as equals, everyone's position is Associate, and everyone pretty much have the same-looking offices & the structure is not at all hierarchial).
Inside this main group of 150, people will form alliances and form smaller sub-groups, strengthening the bonds and relationships and they dont have to know everyone individually. I'm starting to see big bubbles containing tiny people inside them, connected by strings a.k.a. the connectors.
When people are around other people they know very well, turns out their memory works way better than when they're around strangers they never met.
To set a trend there are stages of groups of people from where trends are transmitted: The trendsetters, the innovators (usually small groups of cool kids, hipsters, etc) and the mainstream. Sometimes in order to make a trend tip to the mainstream, the innovators require translators to make the message stick to this big group of random people and sadly sometimes they alter bits of the information, depleting & exaggerating them to strongly gain people's attention. They'd try and succeed in making the message stick even if it means taking away the truth :\
How someone can influence a great number of people depends on how sociable and influential they are. Sometimes it's their personality that got other people into copying their actions, like how teen smoking is & how most smokers think the people that got them into smoking had this cool, rebellious image and they copied this action anyway despite knowing the dangers of smoking. It's the same case with a kid who committed suicide in Micronesia (only suicide is way more harmful & fatal than smoking). These cool kids act as the "salesmen" in these situations.
There's actually a border towards being an addict from being just a casual doer (usually describing things like smoking, alcohol, & other addictive stuff). Casual doers a.k.a. chippers can keep things under control and not go overboard cuz they havent reached this limit yet. Addicts have crossed that line.
And lastly, trendsetters shouldnt be afraid of testing & experimenting ideas and seeing if the message will stick or the trend will tip. Test them in several places cuz not every place has similar context. But first, ya gotta look at & observe the target audience.
"Tell the chef, the beer is on me."
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