To summarise he points out
1. How people want to connect with those of similar minds, for example, mascots, balloon makers etc.,
2. How people wish to improve things, for example the origins of the SPCA versus the later model
3. The importance of the creation and spreading of ideas
4. Different models/cycles of ideas- factories, television/mass marketing, etc.
5. Tribes and the internet segregation movements spreading ideas ‘the true believers’
challenge status quo/develop culture/develop curiosity, connecting, leading
However, something struck me while watching this video, I remembered a reading I had come across some time ago ‘The Tipping Point’ by Malcolm Gladwell, I have noticed in recent times this particular book has become quite popular. And therefore some people may be familiar with the book. Moving on..Gladwell describes three types of people who have important roles as follows in the spreading of an idea: connectors, mavens and salesmen
Connectors – people with a special gift for bringing the world together, ability to span many different worlds
Mavens- someone who wants to solve other people’s problems, generally by solving their own, wanting to help because they like to help. They are data banks. They provide the message.
Salesmen- persuasion factorà the subtle, the hidden, the unspoken
p.14 ‘These three people play a critical role in word-of-mouth epidemics that dictate our tastes, our trends and fashions.’
Gladwell illustrates his idea using the anecdote of Paul Revere and the midnight ride to Lexington, the beginnings of the American Revolution. And how this piece of news mobilised an entire region to arms (which sometimes reminds me of social networks, internet in both a positive and negative light).
P33. ‘Revere’s news tipped and Dawe’s news didn’t because of the differences between the two men.’
And continues later p.36 ‘in the six degrees of separation, not all degrees are equal.’
p.56 ‘Paul Revere was a connector’ , and p.58 ‘Dawes was in all likelihood a man with a normal social circle, which means that – like most of us- once he left his hometown he probably wouldn’t have known whose door to knock on’.
Is the internet breaking down this traditional need for connectors, mavens and salesmen?
Or are these roles still required in the formation of tribes? I would think so.
In my opinion, I would disagree with Seth Godin you could pluck 1000 true believers but your idea may not necessarily be a success as a result, it could be more successful if you have the three roles of connectors, mavens and salesmen.
Perhaps the word-of-mouth tradition differs from the social networking internet tradition? Or does one rely on the other nowadays? But word-of-mouth can probably still stand alone and is mutually exclusive..
PLEASE FEEL FREE TO COMMENT, AGREE OR DISAGREE ETC.