What is the Law of the Few?

Malcolm Gladwell, a staff writer at The New Yorker and author of the business best seller,"The Tipping Point," calls the idea that there are certain personality types who can create change by word-of-mouth, the 'law of the few.'

Captivate these critical people, he says, and your message becomes contagious.  In epidemics, dramatic changes build slowly to a critical mass and then explode overnight--seemingly in response to the smallest of changes.

How can you use the law of the few?   Rather than blanket a mass audience with advertising and PR, he says, you can be more successful by targeting three types of people who have great influence: those with plugged-in social networks, infectious and persuasive personalities and those with a reputation for expertise.

How do you get to these types of people within your target market? 

Find peer-to-peer networks where these influential people participate.  The network is where word-of-mouth begins and then is spread throughout the industry.

For more information, learn the Formula for Success

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