The article isn't bad, but his counter-experiments aren't very persuasive. I would still argue that influencers are more influential than the average Joe, but

The article isn't bad, but his counter-experiments aren't very persuasive. I would still argue that influencers are more influential than the average Joe, but I'd agree that hanging your marketing results on reaching them is so important. imho these "how to get the word out there" concepts all circle back to "just build a good product." Provide real value and you win. Most interesting paragraph I found: ""If society is ready to embrace a trend, almost anyone can start one--and if it isn't, then almost no one can," Watts concludes. To succeed with a new product, it's less a matter of finding the perfect hipster to infect and more a matter of gauging the public's mood."