Malcolm Gladwell’s book, The Tipping Point, created new language around an old thought. We all knew that word of mouth epidemics spread rapidly, we just didn’t understand how and why. We didn’t have a framework. He gave us one that was sticky. He proposed that, in fact, word of mouth spread via three very specific types of individuals. He labeled them connectors, salesmen, and market mavens. His book highlighted a variety of other conditions that were necessary for spreading, but I’m trying to be quick here. If you want all the details, which I highly recommend, then simply read the book. It’s a page turner.
Connectors are people that violate the “six degrees of separation” thought. Two degrees is all that separates in their case. They just know more people than you and I do. According to Gladwell, these types of people are the proverbial “lynchpins” to launching ideas. Get your product or idea to these folks and it will spread. He uses Paul Revere as an example and contrasts him with another individual that made the British warning ride, a guy named Richard Dawes. We don’t remember Richard because, back in the day, neither did his peers. They all remembered Revere. He was a classic connector. AND, now we remember him too. AND, some would say we almost revere Paul. Moving on.
Here’s the point to this rant. In the new world we are growing up or growing old in, all my clients are trying to find new ways to create a “buzzzz” around their brand or, better yet, cause their competitors to “tremor” in the wake of their innovations. Everyone wants to create more awareness and more momentum around their products that they believe in. In Rob Walker’s new book, Buying In, he builds on Gladwell’s language and thinking.
AND, he blows it away. Instead of seeing connectors as being born, he provides real evidence that they are built, and that they are you and me. He provides a framework for connecting you and your products to them. You will be amazed at how prevalent this already is. You will see how Procter & Gamble has created a tremor with the company named the same and how Bzzagent is using 500,000 Richard’s to spread any dawg’s message.
Sticky.
Check out www.bzzagent.com and tell me what you think.
Your old marketing methods are slowly dying. The time to experiment with some new ideas is NOW. I’m really jazzed and disturbed by how easily we are influenced. AND, I’m convinced that less commercials are coming. AND, that a whole bunch more murketing is already here.
Who knew?
BUILT TO LEAD 