Key Concepts part 4. The conditions in which social epidemic spreads

 The hardest thing for us is to internalize the importance of the environment and conditions in spreading the message. One reason is our inability to perceive abstract things. We react more to the changes of others than to the changes of the surrounding reality. We believe our decision-making ability is better than it actually is. The role of the environment and its conditions in getting an epidemic across the tipping point is as great as the infectivity of individuals and the message. Epidemics are sensitive to changing circumstances when it is time for them to spread. The emergence of epidemics does not require major changes. Even the small ones are enough. Usually, the urge to change beneath the surface is released with the help of small changes.

Our behavior can be modified by creating the conditions for the spread of epidemics. Zero tolerance for drunkenness can reduce the mild effects of alcohol. In the 1980´s, transportation authorities tested the New York subway for zero tolerance for pumping and other minor offenses. With it, they succeeded in significantly reducing even large-scale crimes in the subways. Not all small changes automatically result in large ones. In addition to small changes in the environment, epidemics are best spread through small and dense communities. As communities, we are vulnerable to the ideas and the peer pressure. The latter may play a critical role in the spread of the epidemic.

Gradually, we can form close groups with the help of a certain ideology. Through them, the spread of the epidemic is accelerating. The ideal size for small dense groups is a maximum of 150 people, according to anthropologist Robin Dunbar. He has studied other primates as well. We have the largest capacity and that is due to the size of the frontal lobe of our brain. This is bigger than our classmates. According to Dunbar's research, the border runs in a group size of about 150 people. Larger groups form cup municipalities and disagreements. By this logic, the best results in business would come in units of about 150 people.

The idea of a tipping point can be summed up in one brevity: As we try to change our behavior and cause an epidemic, it is important for us to get those people to spread our message that it is good to get others on their side, knowing a lot of people. In addition, it’s important for us to get the message done so remember that it grabs easily and makes us act. In addition, it is important for us to succeed in reshaping our environment with small changes so that the epidemic can cross its climax, after which it will start to accelerate.

Key concepts part 2 The tipping point, the significant few

 The moment after which there is no return to the social epidemic, i.e. the situation after which the pace of change begins to accelerate on its own, is the tipping point. The point is also familiar from virus epidemics. The virus spreads when the spread reaches a rate that cannot be limited. It is moving forward at such a rapid pace that there is no choice but to worry about the consequences. Scientists can also call this point, the critical mass. Before you get to the point, things look linear and after that the pace of change is fast. The point also applies to commercial trends, the spread of new technology, and anything that changes rapidly like a virus. Sudden change in the concept is the core issue. Much of people’s behavior is contagious, whether it’s buying behavior, voting, or anything else. Even small things can cause an epidemic. Epidemics have three parts:

• People spreading the epidemic

• The epidemic or its message itself

• The environment and conditions under which epidemics spreads

The significant few

Throughout world history, there have been people who have had a greater impact on others than others. They spread epidemics faster than others. Sometimes they have been in more prominent roles and sometimes they have been under the surface. In these cases, a lot also depends on whether a particular person is in the right place at the right time. Being in the right place at the right time is not enough if a person does not have social gifts. Few influencers are united by social gifts. They form epidemics effectively. If you want to sell something or influence others then I would recommend persuading them to your side. People who influence the opinions and actions of others can be divided into three different types:

• Connectors

• Experts

• Salesmen

The most important condition for connectors is to know a lot of people. They all know. They have innate abilities to get to know others. They are important not only because they know a lot of people but also because of who they know. Many word-of-mouth epidemics materialize when they spread the message to those who influence the opinions of others. The more complex the message is, the harder it is for these people to create a critical mass for the message. Connectors also matter more when the message has already spread.

Connectors are not the only human type that affects others. In addition to them, there is a need for sources of information that are not always the same people as the connectors. Data sources are called experts. They naturally become acquainted with new things and pass on new information. Representatives of this type of person are always ready to correct misinformation. They not only collect information but also share it immediately. These people are the ones who most often find new information to spread.

Salesmen are the third initiators of epidemics. Many have heard the saying “could sell ice to Eskimos”. This describes salesmen. There is something extra about them that makes them agree with them. They are convincing in what they do no matter what. Salesmen are adept at justifying their case. Charisma cannot be bought in a store. Salesmen can find it. Charisma can arise from small gestures that are invisible to outsiders, such as nodding your head. Small gestures are more important than verbal output. The main reason for the persuasiveness of salesmen is not these little gestures but their timing in the right rhythm with the other party. In addition to their gestures, they are able to regulate their volume and speech rate according to the other party. This is an innate ability.

Connectors, experts, and salesmen are individuals who know how to convert desired messages into formats that make them spread. The messages do not need to be changed much but small changes can cause the desired reactions. In the case of some connectors, the above types combine and their influence increases.