If Influentials cannot tip a trend into existence—and if success in a networked society is quite random—what’s a poor marketer to do? Is there any way to intentionally infect people with an idea or a product?
Watts believes there is. In the past three years, he has worked on a new form of advertising he calls Big Seed marketing (this is part of his work at Yahoo, where he is a principal research scientist). Watts developed the concept with a friend, Jonah Peretti, a veteran of the viral wars.” —Is the Tipping Point Toast? — Duncan Watts — Trendsetting