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Planting rice is very different from planting grain. When you plant grain, you have a couple of big steps, but little maintenance. You choose the grain, but there isn’t all that much choice really. A handful of choices, but you’ll probably plant wheat like everyone else. You may fertilise the field. Then you plow it. Then you plant the seeds. And then you wait. You may water the field occasionally, or let the rain do it....
In word-of-mouth marketing, aka organic growth, there are 3 types of people that have a big impact: Maven Salesmen Social Connectors Maven are the experts on a certain topic. This is the person who knows everything about a certain topic. eg. A smartphone maven This person is the one that follows the new phones coming out and which features they have. This person reads the spec sheet and understands it. The type of processor they put into this phone is a bit more powerful than the previous version’s, but the screen is a lot bigger so it won’t be able to keep up....
Model: 3 characteristics Contagiousness Little changes can have big effects Change happens not gradually but at one dramatic moment (=Tipping Point) Abandon the expectations about proportional change Model: 3 agents of change The law of the few (exceptional people) The stickiness factor The power of context Model: 3 types of people impact the tipping point massively Connector (people specialist) ‘social glue’ Maven “one who accumulates knowledge” (information specialist) ‘databank’ Salesmen (persuasion specialist)