From the editor: It's easier to copycat

The idea that marketing could be made more efficient by targeting small groups of influencers who would lead masses of consumers was explored in 2000 in The Tipping Point by Malcolm Gladwell.

From the editor: It's easier to copycat

Colin GrimshawWarc

How to achieve influence, the focus of this month's Admap, has been a preoccupation of the business world, and in particular ambitious ladder-climbers, ever since Dale Carnegie initiated the vogue for combining positive thinking with people skills as a means to self-achievement with the publication in 1936 of his book How to Win Friends and Influence People. It has since sold 15 million copies worldwide.

Today it is big business that wants to influence us by tapping into these 'influential' people in society. The notion that...

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