{"id":4872,"date":"2019-11-30T07:41:15","date_gmt":"2019-11-30T11:41:15","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=4872"},"modified":"2022-03-11T16:50:55","modified_gmt":"2022-03-11T20:50:55","slug":"spread-ideas","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/spread-ideas\/","title":{"rendered":"Spread Ideas to Create an Epidemic: 3 Surefire Strategies"},"content":{"rendered":"\n<p>How do you create a trend, or a social movement, or a product that people can\u2019t get enough of? How do you <a href=\"https:\/\/www.shortform.com\/blog\/spread-ideas-2\/\">spread ideas<\/a>? What you are trying to ignite is a <a href=\"https:\/\/www.shortform.com\/blog\/social-epidemic\/\">social epidemic<\/a>, when an idea, message, or product spreads through the public masses like wildfire and creates a craze.<br><\/p>\n\n\n\n<p>Take a cue from medical epidemics: When a virus spreads, it starts with one person \u2014 Patient Zero \u2014 who gets sick and infects a handful of others. Then each infected person passes the germs to more people, and with exponential speed and reach the virus spreads until it reaches epidemic proportions. <strong>Ideas, messages, behaviors, and products can spread through a population in a social epidemic in the same way that viruses spread.<\/strong>&nbsp;This is how to spread ideas.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">To Spread Ideas, Think of Them As Viruses<\/h2>\n\n\n\n<p>If you thinking of spreading ideas like an epidemic, you can learn to get your ideas out there and adopted.<\/p>\n\n\n\n<p>Epidemics have a few common characteristics.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Epidemics are contagious. Whether a virus or an idea, it passes quickly and easily from person to person.&nbsp;<\/li><li>Small changes have big impacts. In the case of a flu going around the office, a change in the strain of the virus could make it last longer, which creates a bigger window of time that people are sick and can spread the germs.<\/li><li><strong>Epidemics don\u2019t build gradually and steadily; they grow and reach a boiling point or critical mass, at which point they explode and turn into an epidemic. That threshold is called the <a href=\"https:\/\/www.shortform.com\/blog\/what-is-a-tipping-point\/\">tipping point<\/a>.<\/strong>&nbsp;<\/li><\/ul>\n\n\n\n<p>We&#8217;ll focus on how to spread ideas or products and push them to a tipping point in order to create a social epidemic. <strong>There are three factors that can be adjusted to tip an idea to a social epidemic: the messenger, the message itself, or the context of the message.<\/strong> You can turn your ordinary idea into an epidemic by altering one or more of these aspects.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The <a href=\"https:\/\/www.shortform.com\/blog\/the-law-of-the-few\/\">Law of the Few<\/a>: Certain <a href=\"https:\/\/www.shortform.com\/blog\/three-types-of-people\/\">types of people<\/a> are especially effective at spreading an infectious idea, product, or behavior.&nbsp;<\/li><li>The <a href=\"https:\/\/www.shortform.com\/blog\/the-stickiness-factor\/\">Stickiness Factor<\/a>: You can change the presentation of a message to make it more contagious and stickier (having a more lasting impact).&nbsp;<\/li><li>The <a href=\"https:\/\/www.shortform.com\/blog\/power-of-context\/\">Power of Context<\/a>: The environment in which the message or idea is delivered can have a huge impact on whether enough people adopt and spread it to create an epidemic.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Spread Ideas, Principle #1: <strong>The Law of the Few<\/strong><\/h3>\n\n\n\n<p>When you\u2019re trying to spread an idea or product to epidemic proportions, you need people to help preach your message and spread the word to the masses. The Law of the Few proposes that <strong>there are certain, special types of people who are much more effective at broadcasting your idea and getting people to listen and follow suit.<\/strong> These special people are exceptional either in their social connections, knowledge, or persuasiveness and fall into three personality types: <a href=\"https:\/\/www.shortform.com\/blog\/malcolm-gladwell-connectors\/\">Connectors<\/a>, Mavens, and Salesmen.<br><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Connectors: Social Butterflies<\/strong><\/h4>\n\n\n\n<p>Connectors are people who seem to know everyone. You can find Connectors in every walk of life; they are sociable, gregarious, and are naturally skilled at making \u2014 and keeping in contact with \u2014 friends and acquaintances.<br><\/p>\n\n\n\n<p>Connectors tend to be connected to many communities \u2014 whether through interests and hobbies, jobs that cause them to work with people in other fields, or other experiences. <strong>Their strength is in occupying many different worlds, and bringing them together.<\/strong>&nbsp;Connectors are important to help you spread ideas.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Mavens: Data Banks<\/strong><\/h4>\n\n\n\n<p>While Connectors are people specialists who know many people and can spread information widely, Mavens are information specialists; they are endlessly curious and adept at gathering and retaining information on a wide variety of (sometimes obscure) topics.&nbsp;<br><\/p>\n\n\n\n<p>A Maven\u2019s influence is in the power of her recommendation. <strong>People know that Mavens are knowledgeable and trustworthy sources of information, so a Maven\u2019s word carries a lot of weight.<\/strong> If a <a href=\"https:\/\/www.shortform.com\/blog\/malcolm-gladwell-maven\/\">Maven<\/a> suggests you check out a budding epidemic, you\u2019re inclined to listen.&nbsp;They can help you spread ideas.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Salesmen: Persuaders<\/strong><\/h4>\n\n\n\n<p>Salesmen are the people who pitch the idea or message behind an epidemic and persuade people to jump on board. They do not merely store and share information; <strong>Salesmen want to <\/strong><strong><em>convince<\/em><\/strong><strong> you to follow their advice.&nbsp;<\/strong><br><\/p>\n\n\n\n<p>Salesmen have the right words plus an inherent energy, enthusiasm, charm, and <a href=\"https:\/\/www.shortform.com\/blog\/likeability-charisma-charm-influence\/\">likability<\/a> that makes people want to listen to them. Plus, Salesmen instinctively know how to use <a href=\"https:\/\/www.shortform.com\/blog\/nonverbal-cues\/\">nonverbal cues<\/a> to reinforce their power of persuasion.&nbsp;Salesmen are masters at spreading ideas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Spread Ideas, Principle #2: <strong>The Stickiness Factor<\/strong><\/h3>\n\n\n\n<p>The Law of the Few declares that the right messengers can tip and spread an epidemic. However, <strong>your messengers can only succeed when the message is one that will catch on \u2014 in other words, it must be \u201csticky,\u201d <\/strong>meaning that it must be memorable enough to inspire action or change. If you don\u2019t remember the message, what are the chances you will <a href=\"https:\/\/www.shortform.com\/blog\/how-to-change-your-behavior\/\">change your behavior<\/a> or buy the product?<br><\/p>\n\n\n\n<p>If an idea or product isn\u2019t catching on, don\u2019t assume that it\u2019s inherently unsticky. Generally, it\u2019s just the presentation of the message that must be tweaked to make it sticky.&nbsp;You can spread ideas that don&#8217;t seem sticky.<br><\/p>\n\n\n\n<p>This doesn\u2019t mean you have to make the message loud or in-your-face to make it sticky; in fact, small, subtle changes are often the key to stickiness. In one example, a researcher distributed pamphlets trying to influence Yale students to get free tetanus shots at the campus health center. Details and photos emphasizing the danger of the disease had virtually no impact, but adding a campus map, circling the health center, and adding the hours the shots were available produced results. Adding information that was more practical and personal made the message sticky.&nbsp;<br><\/p>\n\n\n\n<p>You have to know your audience to determine how to make information sticky for them; it may require tapping into their interests or subconscious motivation. The forces that inspire people to act are not always intuitive, so sometimes market or scientific research can be useful in developing sticky strategies.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Spread Ideas, Principle #3: <strong>The Power of Context<\/strong><\/h3>\n\n\n\n<p>The third principle of spreading ideas has to do with the conditions that lend themselves to an epidemic catching on. The Power of Context capitalizes on the fact that <strong>human behavior is greatly affected by the context of our environments<\/strong>, and that altering the physical environment or <a href=\"https:\/\/www.shortform.com\/blog\/social-context\/\">social context<\/a> in which people receive your message can make them more receptive to it. Even subtle, seemingly insignificant changes in our environments can make us more likely to change our behavior. When done on a broad enough scale, this can ignite an epidemic.&nbsp;<br><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Social Context: We Act Differently In Different Circumstances and Social Settings<\/strong><\/h4>\n\n\n\n<p>On a small scale, you probably behave differently whether you\u2019re with your family, your coworkers, or your old college friends. You\u2019re also likely to act differently in public than you do in the privacy of your home. Is this effect powerful enough to determine whether you follow a fashion trend or join a social movement?&nbsp;Knowing this is key to knowing how to spread ideas.<br><\/p>\n\n\n\n<p><strong>Small groups, in particular, have a strong power to amplify a message or idea and help create an epidemic<\/strong> for a few reasons.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The power of group influence is stronger when each member of the group knows her fellow group members (e.g. you care more about what your friends and family think of you than strangers\u2019 opinions).<\/li><li>Humans have a mental and emotional limit to the number of social relationships they can maintain, so the size of these groups must be within that limit in order to have that relational level of social influence.&nbsp;<\/li><li>People rely on each other for division of labor and division of knowledge in order to work more efficiently in groups. This creates a network of interconnectedness and influence.&nbsp;<\/li><\/ul>\n\n\n\n<p>Following these three principles will help you spread ideas and create an epidemic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you create a trend, or a social movement, or a product that people can\u2019t get enough of? How do you spread ideas? What you are trying to ignite is a social epidemic, when an idea, message, or product spreads through the public masses like wildfire and creates a craze. Take a cue from medical epidemics: When a virus spreads, it starts with one person \u2014 Patient Zero \u2014 who gets sick and infects a handful of others. Then each infected person passes the germs to more people, and with exponential speed and reach the virus spreads until it<\/p>\n","protected":false},"author":4,"featured_media":4889,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,34],"tags":[61],"class_list":["post-4872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-communication","tag-tipping-point","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Spread Ideas to Create an Epidemic: 3 Surefire Strategies - Shortform Books<\/title>\n<meta name=\"description\" content=\"How do you spread ideas? What you are trying to ignite is a social epidemic, when an idea spreads like wildfire and creates a craze. 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