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Is the Tipping Point Toast? -- Duncan Watts -- Trendsetting

fastcompany.com — A network-theory scientist tests the actual influence of "Influencers" popularized by Malcolm Gladwell's The Tipping Point and finds anyone is about as influential in starting trends as anyone else. The marketing establishment doesn't want to hear it, since "going viral" by reaching influencers is the latest big thing. Thought-provoking!

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  • Agencyundergrnd, on 02/11/2008, -0/+0It seems to me his key point is "targeting influentials", not whether or not they exist. In that case, I agree with him. Instead of blasting these people with advertising, the effort should be to give them product to use, a platform to talk about it, and at a minimum, ask them for feedback.
  • oslobot, on 02/05/2008, -0/+0Watts lays the smackdown on Gladwell sympathizers, nice!
  • dcrowthe, on 02/02/2008, -0/+0Fascinating. Pay special attention to the part about Madonna.
  • despil, on 01/28/2008, -0/+0Really, really well written.

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