In ‘The Tipping Point’, Malcolm Gladwell lists 3 people involved in starting an epidemic. Mavens, connectors, and salesmen. Social media and its introduction of so many communications channels have made the dissemination of information so much faster and more tangible then ever before. Read More

The other day I blogged about digital “connectedness” and the role of brands in social media. MySpace identifies itself as a platform that creates user experiences around stuff consumers are rabid about and then taps a brand into those experiences. It seems that this is exactly what HBO and K-Swiss have done with their Kenny Powers campaign. Eastbound & Down is a hit TV series featuring the lovable, loud-mouth Kenny Powers. Read More

“What happens when millions armed with cameras, cell phones, and laptops share their lives on Facebook, blogs, Twitter, MySpace and YouTube? People have more opportunities to observe and listen to each other… A big part of word of mouth is small-talk buzz- conversations about products that are simply part of our everyday interactions.” (Emanuel Rosen, Buzz)   Read More

Recently, we at Adaptive have been spending a lot of time considering our work and team culture. Last Friday, our "tribe leader" Markus kicked off our end-of-week brainstorming session by showing us Simon Sinek's Ted Talk "How Great Leaders Inspire Action" http://bit.ly/peoplebuythewhy  Sinek argues that leaders stimulate action because they BELIEVE in what they do. He says that everyone knows WHAT they do, most know HOW they do it, but very few people know WHY. Read More

In 2004 Editor-in-Chief of Wired Magazine, Chris Anderson, popularised the long tail theory in an article called The Long Tail: Why the Future of Business is Selling Less of More. In retail terms, the long tail describes a niche strategy of selling a large number of unique items in relatively small quantities. Read More