Watts and Gladwell…who wins? February 12, 2008

When you read The Tipping Point you can’t help but believe that certain influentials are the key to “tipping” trends. Watts, on the other hand, presents a very different idea of what makes epidemics spread. Trends aren’t about influentials at all. They’re about everyday people like you and me who aren’t necessarily connectors with huge social networks.

So who wins? It’s clear that there is considerable disagreement over which strategy actually spreads the word. But what I’m wondering, is why does it have to be one way or the other? From what I understand, the one thing that Watts and Gladwell do agree on is the importance of context. So why can’t is be possible to evaluate the environment and then decide whether key influentials or multiple everyday Joes are needed to start the trend. Maybe I don’t understand the concept yet, but I do think it’s necessary to have some level of flexibility in your campaign strategy. The world is no longer black and white.

On a lighter level- I went to a great restaurant this weekend in New Hope, PA called 90 Main. The decor was minimal with plush reds and blacks. Intimate setting ideal for two people and the chocolate fondue was to die for. Check it out if you’re looking for something classy and different.