Chapter 2. The Law of the Few: Connectors, Mavens, and Salesmen
1.What are connectors, mavens, and salesmen?Connectors are ones with a particular and rare set of social gifts that expedite any kind of social epidemics.They know lots of people with a variety of backgrounds and masters of the 'weak tie'.Mavens are accumulators of knowledge, they keep the marketplace honest and like to be helpers in the marketplace and they have the social skills to start word-of-mouth epidemics.Salesmen have the skills to persuade us when we are unconvinced of what we are hearing.For Salesmen, little things can, apparently, make as much difference as big things; secondly, non-verbal cues are as or more important than verbal cues; and thirdly, persuasion often works in ways we do not appreciate (some messages are incredibly subtle).
2.What is a “small-world problem”?For the vastmajority of the world - we live in a very small world and only know a proportionate amount of people.We do not keep in constant contact with a vast number of people all the time.
3.What is “six degrees of separation”? Can it truly be tested? Stanley Milgram ran an experiment where he gave packets to 160people in Omaha, NE and told them to get the packet to a stockbroker in Massachusetts.Most of the letters reached the stockbroker in 5 to 6 steps.Thus, the phrase was born.It seems like it has been tested over time and proven to be correct.
4.What makes someone a connector?It is someone who like to know a about anyone they run into - they are masters of the 'weak tie'.And they actually see people or into people while others pass people over. Anyone can be a connector - it spreads across the socio-economic spectrum.
*5.Take Gladwell’s “quiz” on pp. 39-40. We will discuss it when we are able to post online
6.What makes connectors so necessary in society?They are casual social connectors who help to keep us all glued together in one way or the other.They know a diverse group of people and look forward to making new acquaintances.
7.What does the phrase “the strength of weak ties” mean?a friendly yet casual social connection.
8.Why did Paul Revere’s ride succeed when William Dawes’ ride did not?Paul Revere knew a lot of people plus he knew what door to knock on in the towns to get the best response.And he wasn't afraid to talk to people along the road as he went.William Dawes did not have this foresight.
9.Describe any connectors or mavens from your school, family, or friends.My husband, daughter, son-in-law and son are both connectors - they have a huge number of friends, acquaintances and use Facebook to keep up with a lot of people.They like to meet new people and take an interest in people.My sister is a Maven because she likes to research about products and likes to help others get the best deals.Of course, in the school setting we have all three - that is how everyone stays in a tight group and news travels fast.I tend to collect all three types in my social life but find the most fall into the Connector area.
10.How much do you rely on word-of-mouth information?Probably more than I think - but I do like to do my own research or go on 'gut feelings'.
11.How did mavens influence the sales of Hush Puppies?They let people know what a great product they are and where to get them.These young people made a fad out of these shoes and that translated into the fashion world.
12.What are the positives and negatives of being a maven?A positive point is that they are socially motivated.They like to disseminate information and they are very knowledgeable. They are information brokers.They like to be around people.
Market Mavens may not be as well-liked by industry because they are not afraid to call the companies on their false advertising.Also, they may go overboard on what they believe and alienate some people.
13.What makes someone a salesman?They have a natural exuberance and 'love' what they do.And they love helping people.They are very persuasive but honest about it.They are the ultimate optimistic person.They don't consider what they do as 'work' - it's just a part of them.
14.According to two studies he cites, what are the three things that Gladden says make salesmen so effective?
1) little things can make as much of a difference as big things.
2) non-verbal cues are as or more important than verbal cues.
3) persuasion often works in ways that we do not appreciate.The subliminal messages are incredibly subtle.
15.What are “micromovements”?It is actually microrythms - the small movements or 'dance' that we engage in as we communicate with other people.Motor mimicry- we connect on all levels.In the horse training world, we call it 'hooking-up' and until that happens little progress is made between the person and horse.They are the 'tells' in our communication.
16.What makes someone good at charades?Senders - who send emotion which is contagious and easy to read.
17.What traits of the connector, maven, and salesman do you see in yourself? I love to observe people in different situations and see how they react.
I read body language and subtle messages well.I thoroughly enjoy doing research and helping other out with what I find.
I get 'lost' in science sometimes and overwhelm people with too much information at one time. But my enthusiasm does transfer and many people enjoy the information put out there.I enjoy passing along what I have found out.
And I truly like to know things about people - not just surface information but deep stuff. And I remember really weird or cool 'stuff' about people.
18.Which traits do you wish you possessed?I am content and have joy in the traits that I possess and don't really wish for any more.
19.Are these traits able to be developed or are we simply born with them?A little of both - our genetics and environment work in tandem with our development.We see this all the time - someone is born in awful conditions or live in undesirable situations but they transcend that life and go on to their own greatness.Or someone 'has it all' and ends up with absolutely nothing.
20.What disadvantages are linked with any of the three classifications?It's all in how you look at life - personally, what seems like a disadvantage could just be a transition to something better or you need to give thought and make a few minor changes to make it an advantage.
Chapter 3. The Stickiness Factor: Sesame Street, Blue’s Clues, and the Educational Virus
1.What is “the stickiness factor”?to make something presented memorable.
2.What makes something “sticky”?it is practical and personal with little clutter.
3.What is direct marketing? What makes for a successful campaign? using advertising to reach the consumer and eliciting a response back from the consumer.
Getting a high response rate back from the consumer.
4.What is the “gold box” that Lester Wunderman used so effectively?In TV Guide and Parade, a gold box was in each issue and if the reader could find it, they could write in the name of any record on the Columbia list and get that record free.The gold box was called a trigger.
5.What changes did she and her team make in order for the show to work?Lorch and Anderson did the toys study and the editing study and came to the conclusion that children watch TV when they understand what is presented and look away when they are confused.Many hours of research went into the Sesame Street Show and through trial and error they found what combinations of humans and make-believe worked.
6.Compare and contrast Sesame Street and Blue’s Clues.
Compare : Sesame Street paved the way for Blue's Clues, these shows made TV an interactive learning tool for children and a lot of positive learning research came out of these shows success.
Contrast: Blue's Clues is probably the more memorable of the two because of the repeat format it used.In talking to high school freshmen, they still remember many of the characters, specific shows and how much fun it was.Sesame Street began the research into children's good educational TV but Blue's Clues refined it down with a fine tooth comb.
7.What is the Distracter?it was called the 'stickiness machine' - while an episode of Sesame Street was played, a slide show would be running on a screen next to it, showing a new slide every seven and a half seconds.The slides were a varied subject matter.Two preschoolers at a time were brought into the room to view the show and they were observed to see when and how many times they looked away to the slide show.The researchers wanted to see what was holding the viewer's attention.
8.What is The James Earl Jones Effect?the idea of learning through repetition.Blue's Cluesran an episode 5 straight times in a week with each repeat the children would show different ways of understanding.They were looking for understanding and predictability.
