the five tactics of contagious behaviour
DESCRIPTION
A very shallow take on a very interesting subject - how contagious behaviour and social influence help ideas spreadTRANSCRIPT
RECENTLY THIS BOOK ( )
CAME OUT. IT’S ABOUT
SOCIAL INFLUENCE & HOW
IDEAS TAKE HOLD.
IT’S SOMETHING WE’RE
ALL INTERESTED IN. BUT
THERE’S LOADS OF OTHER
STUFF TO READ TOO.
SO I THOUGHT I’D DISTILL
IT SIMPLY AND SEE HOW
WE MIGHT USE THEM.
SO HERE’S…
five tactics of contagious behaviour the five tactic
gious behaviour the five tactics of contagious
the five tactics of contagious behaviour the five tactics of contagious behaviour the five tactics of
the five tactics of contagious behaviour the five
behaviour the five tactics of contagious beha
AND HOW THEY
MAKE BRILLIANT
IDEAS SPREAD
C L U S T E R E D
N E T W O R K S s n e w i
d e a
b i n c u t a e
Clustered networks means close proximity
Clustered networks means high frequency of contact
Clustered networks means face to face interaction
Clustered networks means ideas grow
FROM VERY SMALL TO VERY
IDEAS
CAN
START
WITH
VISIBLE
SIGNALS
THEN TAKE HOLD
WITHIN EXISTING STRUCTURES
GROW
THROUGH
PIONEERS
IN THE
WIDER
WORLD
AND FINALLY BECOME
NEW CULTURAL NORMS
CLUSTERED NETWORKS
I N C U B A T E s n e w i d e a
Contagious Behaviour #1
FIND THE HIGH-ENERGY
G R O U P S s t o c a r e i r r b e
So…
YOU DON’T CONTROL
IT,
YOU
BUT
CAN BE READY
NETWORKS ARE I
NOT FIXED
USEMULTIPLELEVERSIN
MOREPLACESTOMAKEC
ONTAGIONMORELIKELY
PINBALL
PLANNING TO KEEP
PEOPLE
IN PLAY
BE READY TO GAUGE
BE READY TO RESPOND
BE READY TO ADAPT
WHEN THE C A S C A D E BEGINS
OR WHEN THE MEME MUTATES
YOU DON’T CONTROL IT
BUT YOU CAN y b e r d e a
Contagious Behaviour #2
ONE SHOT WON’T EVER BE
E N O U G H y p l f l e b i x t a n
So…
l i i f o r
LOCAL
INFLUENCES B E
S
Ideas take hold when they are
understood at a broad or
national level… …and when they
come to life at a local level
LOCAL INFLUENCES
B R O A D k n e t r w o
Contagious Behaviour #3
s
CONNECT NATIONAL IDEAS
WITH LOCAL c e e p x n
So…
r i e e s
S
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C
C
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S
S
S
U
C
C
E
S
S
S
U
C
C
E
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S
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U
C
C
E
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S
U
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S
S
U
C
C
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S
S
S
U
C
C
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S
S
S
U
C
C
E
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S
S
U
C
C
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S
S
S
U
C
C
E
S
S
S
U
C
C
E
S
S
S
U
C
C
E
S
S
S
U
C
C
E
S
S
WEARE HARDWIRED TO COPY SUCCESS
BEST PRACTICE OF
SUCCESSFUL PRACTITIONERS
FILTERS DOWN BECAUSE
PEOPLE WILL ALWAYS IDENTIFY
WITH & WANT TO COPY SUCCESS
SUCCESS = PRESTIGE
SUCCESS = FAME
SUCCESS = EFFECTIVE
‘DEMONSTRABLE IMPROVEMENTS’
‘DEMONSTRABLE IMPROVEMENTS’
EVIDENCE
‘DEMONSTRABLE IMPROVEMENTS’
EVIDENCE INFORMATION
‘DEMONSTRABLE IMPROVEMENTS’
EVIDENCE INFORMATION
INFORMED
CHOICES
‘DEMONSTRABLE IMPROVEMENTS’
EVIDENCE INFORMATION
INFORMED
CHOICES CERTAINTY
WEAREHARDWIRED
TOCOPY s s u c s c e
Contagious Behaviour #4
CLEARLY BROADCAST
h m p t c a t
So…
e i
POPULARITY MAKES THINGS
l m e p u o p o r r a
‘HITS’ TAKE ON AN
INFECTIOUS LIFE OF
THEIR OWN
WEFINDITEASIERTOC
HOOSEWHENWESEEO
THERSALREADYHAVE
POPULARITY MAKES THINGS
l m e p u o p
Contagious Behaviour #5
o r r a
CLEARLY BROADCAST
a i p t c a p
So…
r t i i o n
IN SUMMARY
#1
#2
#3
#4
#5
five tactics of contagious behaviour the five tactic
gious behaviour the five tactics of contagious
the five tactics of contagious behaviour the five tactics of contagious behaviour the five tactics of
the five tactics of contagious behaviour the five
behaviour the five tactics of contagious beha
Further Reading I’ll Have What She’s Having: Mapping Social Behaviour by Alex Bentley, Mark
Earls & Michael J. O’Brien
Influence: Science and Practice by Robert Cialdini
The Tipping Point by Malcolm Gladwell
Herd by Mark Earls
Connected: The Surprising Power of Our Social Networks and How They Shape
Our Lives by Robert Christakis and James Fowler