the five tactics of contagious behaviour

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

U

C

C

E

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

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

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

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