1. This is Forsythia, a flowering plant from the Olive family, named after the Scottish botanist, William Forsyth.2. Though Forsythia (suspensa) is considered one of the 50 fundamental herbs in Chinese herbology, there's not much record of it being a very popular medicinal plant, like Indian plants like Tulsi or trees like neem.3. Steven Soderberg’s Contagion (released in India in September 2011) features this rather non-descript plant as a cure for a mysteriously contagious disease and is shown as its name being spread as a possible cure by Jude Law, who plays a blogger! People start fighting over Forsythia supplies even though it is not ‘proven’ to be a cure.
But Forsythia is not an exception. Long before the internet became all-pervasive, in 1995, Lord Ganesha ‘started drinking milk’. The word spread…and faith won, by and large!
Let’s move from fiction and fantasy, into real life. You are in the market for a new hatchback. Your heart flutters when you see a Honda Jazz, when it passes you on the road.You ask, Trusted sources: friends, family, peers, colleaguesYou go for a test driveBut before all this, you make a mental shortlist, based on your needs and preferences. And then, you check online. Suddenly, you are making changes in your shortlist based on complete strangers’ opinions.
Future of Reputation - Karthik Srinivasan, Flipkart at the IndiaSocial Summit 2012
Mandatory shot of a dictionary definition of ‘reputation’ ;-)
1 WhatWhat you want people to believe vs. what theybelieve• What you want people to believe seems like a top- down approach• What they believe themselves is influenced by sources and opinions beyond your storyYou control nothing, anymore. All you can do isparticipate. How is your participation?
2 WhoPower of your story is restricted to how well youreable to sell it• Information cascades across groups, often with other opinions added• Who do you speak to, to sell your story?Every reputation matters - your storys and of thepeople who propagate your story
3 WhenNo more 15 minutes of fame (Sorry Warhol!) - werelooking at 100 hours of fame• 15 minutes of fame worked when the gatekeepers of mass media were in control• Reputation is now measured across a much wider spectrum of timeLiving a reputation is your best bet vs. talking aboutone