The Anatomy of Buzz/Rosen 114-128

121 A marketer who accelerates natural contagion will try to locate the center of the group. The message is more likely to reach its destination with minimum distortion and get there much faster.

It is critical for a company at this stage to have at least one person who is obsessed with spreading the word. It sounds almost too obvious, but many new products fail because there is no obsessed person in place at the right time.

124 …leapfrogging can help a product break into new social circles.

126 Companies that accelerate the process of natural contagion to speed up buzz go beyond formulas and beyond taking the obvious steps. They often bypass the obvious choice of formal networks.

Successful companies leapfrog into informal networks as well.

Companies that speed up buzz go beyond the most expected communication channels as well.

127 …accelerate buzz also work to create the conditions that make shortcuts more likely to happen. One way is to create environments where customers can meet people who are not customers from remote networks.

128 mistake…if you get good at buzz you don’t need marketing.