Word of Mouth

When using word of mouth to create significant change, should we tell everyone we know or just go after the key influencers? Here is an interesting quote from a study out of Miami University:

“We find that trying to track down key influencers, people who have extremely large social networks, is typically unnecessary and, more importantly, can actually limit a campaign or advertisement’s viral potential. Instead, marketers need to realize that the majority of their audience, not just the well-connected few, is eager and willing to pass along well-designed and relevant messages.”
-Journal of Advertising Research, December 2007

Guy Kawasaki has a some great advice to this end, "Create something great, sow fields (not window boxes), 'let a hundred flowers blossom,' and pray that 'regular folks' will spread the word."

What ever the purpose that is stirring in our heart, it sounds like we should live it out all the time. Not just in front of the popular people... hmmm [light bulb]. That's revolutionary! I am going to start doing this RIGHT NOW.