Here’s an accompanying video of Duncan Watt’s ‘Is the Tipping point toast?’ article where he argues that targeting the so called influencers is a total waste of time and instead marketers should target everyday people who are more receptive to new ideas. You should read the full article at Fast Company, it’s well worth your time!
I found the above video as well as 2 other perspectives on how ideas spread through networks via @ariegoldshlager and also wrote about this a few days ago that to spread ideas go to the edge where people are more receptive to new things.
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