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did only Hush Puppies take off? Sure enough, he found that Milgram was right: The average length of the chain was roughly six links. In September, he presented his findings to a standing-room-only crowd at a meeting of the Advertising Research Foundation. The data are crystal clear, Keller adds, when I call him. Sure, therell always be a first mover in a trend. And when you test the way marketers say the world works, it falls apart. Watts designated the top 10 most-connected as Influentials; they could affect four times as many people as the average Joe.

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Wattss journey into trend research began, improbably, with the snowy tree cricket. He has analyzed email patterns and found that highly connected people are not, in fact, crucial social hubs. People would pass the ad specifically to those friends most likely to keep it moving. In the merit group, the songs were ranked mostly equitably, with a small handful of songs drifting slightly lower or higher in popularity. For example, the song Lockdown, by 52metro, was the. As a grad student in the mid-1990s, he was exploring the mystery of how crickets synchronize their chirping. As Gladwell tells it, the fuzzy footwear was a dying brand by late 1994until a few New York hipsters brought it back from the brink. Possessed of huge Rolodexes, these folks are the gatekeepers, Gladwell wrote, and the rest of us are linked to the world through those special few. You cannot predict in advance whether a band gets this huge cascade of popularity, because the social network is liable to throw up almost any result, he marvels. Or maybe Influentials are so persuasive theyre like trend vampires, and each victim they bite becomes hyperpersuasive too. In the past few years, Wattsa network-theory scientist who recently took a sabbatical from Columbia University and is now working for Yahoo has performed a series of controversial, barn-burning experiments challenging the whole Influentials thesis. A small, elite bunch of songs became enormously popular, rising above the pack, while another cluster fell into relative obscurity.

Watts besuchte die Fryant Way Infants School in Kingsbury. Seit 1952 ging er auf die Tylers Croft Secondary Modern School. Mit 13 Jahren kaufte er sich ein Banjo.

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