So Where Are We . . . ?

Probably going to be another quick post again, life seems so unrelenting at the moment, I suspect it might stay like this until our kids reach the age of about 30 . . . Anyway its all good at the moment.

I'm in a new job, which is great, working for agency out of Manchester called Elevator Digital and loving it. A predominately .NET agency so a new technology for me, but I've worked with Microsoft for so many years its all seems like an old friend.

The works good and varied, with it being a relatively small agency I am getting busy with all sorts, which at the moment is the way I'd prefer it. Briefs, tenders, bit's of CSS, design, client liaison, you get the picture . . .

In the meantime I've been doing some interesting background reading about human networks, after reading this interesting article about the "Tipping Point" and super influencers or Uber-Influencers as I like to call them.

It infers that there are individuals who are so in-tune with their social group that others turn to them for ideas and acceptance of what's the next big thing, the idea being that marketeers can then harness their potential to unleash a new brand or idea/trend and it will be picked up virally by others.

The article itself introduces a sceptical take on this devised and researched by a guy called Duncan Watts, a mathematician who has spent sometime researching and trying to prove the tipping point argument right or wrong.

I've got to say I'm in agreement with Duncan's finding so far. I've ordered his 6 degree's book to read further on the matter.

Like Duncan I do agree that there can be uber-influencers that can have a substantial affect on how a concept or product is adopted, but that this is not the only factor.

Tipping point famously talks of the adoption of Hush Puppies by uber-influencers and then how they then went on to out sell many much more established brands by the fact they had been worn by a number of uber-influencers and so been deemed as "cool", but I wonder and Watt's findings support this, had the uber-influencers been wearing clogs would they have become quite so popular?

I don't disagree that the market/popular thought/paradigm can be influenced by certain individuals that might speak/wear/buy things and everyone else watches and follows, or at least a large number do. But its just not that simple, it has to be at the right time and the right product, it can't just be anything.

Anyway, perhaps Watts himself is becoming an influencer and he's just got me at the right time, either way I'll read what he has to say and perhaps come back here and share my findings.

Well, the suns shining again here so I am going to don my running shoes and go for a fell run with the dog . . . laters.