a hundred or so years ago you influenced your workers in the factories you owned. henry ford understood this. but that broke in the post-industrial revolution.
so, fifty years ago you influenced others through teevee. darren stevens understood this. but that broke too. we got used to it. in internet sales, we call it ‘banner blindness’.
now, we influence others through leadership; leaders have followers. leaders lead, and followers follow. especially through social media. you tell two friends, and they tell two friends, and they tell two friends, and so on…. in this context, viral is good.
in the days of teevee, we used to mass-marketed to those in the middle of the bell curve, but now we cater to the special interests of those at the front of the curve, as seth godin points out, to the early adopters and the innovators, cuz they care, they obsess, they’re not blind.
and we cater to those in our circle–what he calls a tribe–connecting ideas and people–the techno-nerds–and let influence do the rest.
a problem, as godin also points out, is that while we have more choices, we have less time. in fact, i’d say, more choices leads to less time.
unless we slow down. be entish, glacial if need be. heretical, i know. but it may be the only real choice there is: do we choose to live less with more, or more with less?