3 key factors discussed:
- THE LAW OF THE FEW
- THE STICKINESS FACTOR
- THE POWER OF CONTEXT
The law of the few
Connectors
Mavens
Salesman
6 degress of separation – does not mean that we are all linked to everyone else in just 6 steps, it means a very small number of people are linked to everyone else and the rest of us are linked to them.
Proximity more powerful that age and race when picking friends
Activities more important than attitudes in friendship
Connectors
People that know people and People that work at knowing people. People that put people together.
Mavens
How to find a maven – 1800 number of soap
Salesman
Who is influential - Salesmen
Power of influence
Head nodding thing
News caster vs votes thing
Context key in influence – News vs advert
Non verbal clues as or more important than verbal ones (Nodding heads and Bounding Balls!!!)
Conversation as sync dance
Emotion is Contagious – emotion going outside in as well and inside out
Some people (Charismatic) are carries some are receptors
The Stickiness Factor
Sesame Street
Small but critical adjustments made it sticky (Devil in the detail)
Making Advertising Stick – ie making is turn to a sale
Key Learnings re stickiness:
Hard Sell Does not nec work (College tetanus case)
Gold box vs high profile ads
Cleverness and originality don’t matter either (blue clues vs Sesame Street)
You want to believe that the inherent quality of the ideas we present as an impact – tinkering on the margin with the presentation is key
The Power of Context
Prison example, people changed, very quickly when the context changed
Fatal Attribution Error – Don’t make assumptions. Kids test examples – Kid cheat, but only sometimes and in odd inconsistent ways.
150 key number.
Translation – moving up the product curve from early adaptors to Majority.
In a word or month world you need to keep you word – always
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