Spread of Ideas

2. RHETORICAL TRIANGLE
ETHOS – SPEAKER Credibility,
authority, qualifications,
appearance, eloquence
LOGOS – MESSAGE
Information, reason, logic,
features, description, statistics
PATHOS – AUDIENCE
Emotions, desires, justice,
fairness, beliefs, amusement

3. DIFFUSION OF INNOVATION
THE IDEA…COMMUNICATION CHANNELS…TIME….SOCIAL SYSTEMS

4. INNOVATORS
Independent thinkers. Derive pleasure in trying new things, pursue new ideas and
technology, seek out new ideas, products, and movements.

5. EARLY
ADOPTERS
BUY INTO IDEAS EARLY
TEND TO BE LEADERS
TEND TO BE YOUNGER
SEE BENEFITS
RELY ON INTUITION
VISIONARY
WILL TAKE A RISK ON
DEVELOPING IDEAS

6. EARLY MAJORITY
WEIGH THE PROS AND CONS
PRACTICAL
REQUIRE REFERENCES
SEEK PROOF
LIKE COMPLETE PACKAGES

7. LATE MAJORITY
BUY WHEN THE PRICE COMES DOWN
TEND TO BE LOWER INCOME
TEND TO BE MORE SKEPTICAL
TEND TO BE OLDER
ADOPT SO THEY AREN’T LEFT BEHIND
WAIT FOR IDEA OR PRODUCT BE
BECOME THE STANDARD

8. LAGGARDS
RESIST CHANGE
ADOPT BECAUSE THERE IS NO
ALTERNATIVE
NOT INFLUENCED BY OTHERS
TEND TO BE SUSPICIOUS
INFLUENCED BY PRICE

9. OTHER PERSUASIVE FACTORS
COST DEGREE OF IMPROVEMENT

10. STICKY IDEAS

12. SIMPLE

13. UNEXPECTED

14. CONCRETE

15. CREDIBLE

16. EMOTIONAL

17. STORY

18. THE LAW OF
THE FEW

20. CONNECTORS
Know lots of people
Link people to one another
Make introductions
Know who can help in different situations
Love networking and talking with people
Focus on the people, not the ideas or the sizzle

21. MAVENS
Information specialists
Spread ideas through word of mouth
Like to share information and knowledge
Provide specialized information, know about deals,
research new products and ideas
Read a lot and make connections between ideas
Focus on the idea

22. SALESPEOPLE
Persuasive, charming, optimistic
Build trust and rapport quickly
Find common ground with others
See possibilities
Focus on the sale
Focus on the sizzle – what makes something “cool.”

24. YOU KNOW MORE PEOPLE THAN YOU THINK
ME
Family
Friends
Activities Social
Media
Work
Service
Providers
Neighbors
Chances are
you know
connectors,
mavens,
and
salespeople
Chances are
you have
traits of at
least one of
these types.

25. SIX
INFLUENCES ON
BUYING
DECISIONS
(AND PERSUASION IN
GENERAL)

26. RECIPROCITY
I OWE IT
I NEED TO REPAY
SOMEONE DID THIS/GAVE THIS TO ME

27. SCARCITY
I WILL MISS OUT IF I DON’T

28. CONSENSUS
EVERYONE ELSE…
IS DOING IT
HAS ONE

29. AUTHORITY
EXPERTS SAY IT’S GOOD
IT’S THE LAW

30. CONSISTENCY
I SAID I WOULD
I PROMISED

31. LIKING
THE SALESPERSON IS SO NICE
THE PEOPLE ARE SO NICE

32. SETH GODIN

33. TRIBE: A GROUP OF PEOPLE CONNECTED
TO A LEADER
TO ONE ANOTHER
TO AN IDEA