Is the Tipping Point Toast? | Fast Company | Business + Innovation

The technique marries Watts’s two main epiphanies: Cascades require word-of-mouth effects, so you need to build a six-degrees effect into an ad campaign; but since you can never know which person is going to spark the fire, you should aim the ad at as broad a market as possible—and not waste money chasing “important” people.

More to the point, Watts’s work marries with Byron Sharp’s – that the first target of growth should be broad reach.

Source: Is the Tipping Point Toast? | Fast Company | Business + Innovation

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