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52 Cards in this Set
- Front
- Back
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Mavens have the ___ & ___ skills to start word of mouth epidemics
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Knowledge and Soft Skills
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What's an effective way to get attention? What do you have to be carefull of?
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Want to help, for no other reason than to help other people out. Just be careful you don't get stuck always helping others if they aren't reciprocating.
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What 3 things are Mavens? What are they not?
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They Are = Teachers, Students & Information Brokers
They Aren't= Persuaders |
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Mavens are like what?
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Extensive Databases
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Connectors are what?
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Social Glue and Spreaders of Information accross diffferent Social groups.
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What's a Market Maven?
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Someone who watches pricing and product trends plus effectivly spreads (through other people coming to them) that information for word of mout epidemics.
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Are Market Mavens passive or active collectors of information?
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Active. They get the best deal and want you to as well.
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Whats a Market Mavens views on others & solving problems?
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Emotionally need to help others by solving both their own and others problems
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Connectors are masters of the ___ ___
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"Weak tie" or maintaining a breadth of acquantences
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Word of mouth isn't telling a lto of people in general so much as telling ___
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Connectors who will naturally spread the word
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Where is the term Maven derived from?
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Yiddish = one who accumulates knowledge
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What do Connectors occupy that most people don't?
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Different crowds, sub-cultures & niches. They're like the hub at the middle of many different social spokes.
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Connectors see in others ___& ___
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things that they don't see in themselves & others miss.
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The closer an idea or product comes to a connector ___
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the more power & opportunity it has re - Venture Capitalists
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What 2 functions do Connectors provide in society according to Gladwell's book "The Tipping Point"?
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1. They form the tip of a social pyramid where information gets passed down from
2. They help bring the world together |
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Who do Connectors know?
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Everyone
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What knack do Connectors have?
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Making new friends and acquantences
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If you can hold someone else's attn you can __ __
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Educate them
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If people can't make sense of what they're looking at __
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they aren't going to look at it
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Small children have difficulty believing that any one object ___
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can have 2 different names (Mutual exclusivity)
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What are the 3 groups that make up the Law of the Few?
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1. Mavens - Experts on the product/service relative to the market
2. Connectors - Spreads the word accross different groups (bringing them together on the product/service) 3. Salesman/Persuader - Makes point of view compelling |
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What's the Stickiness factor?
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Memorableness of the message that creates change.
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Emotion is ___
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Contagious
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Television is like a strain of the common cold in that ___
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it can spread like lightning through a pop'n but only causes a few sniffles & is gone in a day
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Sessame Street succeeded because ___
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it learned how to make television sticky
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___ + ___ = memorable
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Practical & Personal
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What are the two measures of good persuasion?
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1. Logic
2. Appropriatnss of the persuaders argument |
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Why do we mimic emotional expressions like gasping when someone hits their thumb with a hammer?
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Expresses support & caring or basically communicating to one another
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What is the maximum number of people you can have significant social relationships with according to evol'nry psychologist Robert Dun Bar? Give supporting facts.
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- 150 people
- Avg. people in New Guinea village - Military rule no more than 200 people in a functional group - Hutterite colondy must split if grows to over 150 people |
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What is FAE psychological tendency^& what does FAE stand for?
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Fundemental Attribution Error - human beings overestimating the importance of fundemental character traits & unerestimating the importance of situation and context
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Character is like a huddle of what 3 things?
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Habits, Tendencies & Interests
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What do people (the FAE factor) often underestimate about actions of someone's character?
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Actions are often dependant on the circumstances and context in which they take place and may not align with our perception of the person's character.
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The Power of Context says that what really matters is the ___ ___.
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little things like honesty, integrity & giving a consistent message
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Fomulating a strategy isn't the toughest part ___ is.
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Implimenting it is
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One of hte most important learnings in life is to unlearn ___
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what is untrue
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Small expressions of disorder invite ___
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much more serious infractions
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An epidemic can be reversed by tinkering with the ___ ___ of the ___ ___.
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smallest details of the immediate environment (power of context)
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Sometimes people focus on so heavily on the external world in order to ___ ___ ... one.
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avoid dealing with their internal one.
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If there's graffiti or broken glass on a street that's not addressed then criminals are ___likely to commit __ crimes.
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more likely to commit larger crimes
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Criminals think they are ___ likely to get caught if people ___ handling the small issues because they appear to be ___
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less likely to get caught if people are not handling the small issues because they appear to be broken
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Do young children learn through theories that organize things in terms of cause and effect and relationships?
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No. They learn from stories to make sense of things.
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When children reflect on things do they reflect on theories & concepts or stories?
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Stories as it helps them integrate events, actions & feelings in to one structure.
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What's the difference in amanging groups of under or over 150 people?
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Under 150 can be managed informally & face to face.
Over 150 needs to be through more formal heirarchy systems. |
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Visually explain how an innovation graph (diffusion) mirrors that of a tipping point in terms of the amount of people adopting the innovation over time.
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1st phase - Innovators/wild(virtually no adoption)
2nd phase - Early Adopters/Opinion Leaders in the community (slow increase in adoption) 3rd phase - Early Majority (rapid growth/steep angle) 4th phase - Late Magority (inverse U tops out and starts to trend down) 5th phase - Laggards (rapid decrease in numbers) |
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Does Business Consultant Geoffrey Moore think products transition smoothly from Early Adopters to Early Majority? Why?
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No. Because there is a chasm between them and they each view whether Innovations make sense in different ways.
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In order for Innovations to take off what must be done between to get from Early Adopters to Early Majority?
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Tweak the product jsut a little to make it more acceptable for the majority (almost dilute it a bit so more palletable to the masses)
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What 2 factors allow someone's actions to impact others beyond their death? Examples?
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Personality & Circumstances.
Abraham, Jesus, Buddha, Mohamed |
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Contagiousness & Stickiness is in large part a function of the ___ & ___?
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Messenger & Message
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What are 3 ways an Epidemic can Tip?
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1. Law of the Few - Maven, Connector & Salesmen/Persuadors
2. Stickiness Factor - Message is memorable and inspires someone to action 3. Power of Context - Idea who's time has come |
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To demonstrate contagiousness what's the best technique?
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the "yawn" technique (have them read the following)
"Have you ever thought about yawning? Yawning is a surprisingly powerful act. Just because you read the word "yawning" in teh previous two sentences - and the two add'l "yawn" so in this sentence a good number will yawn within a few minutes. |
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Who is the author of "The Tipping Point"
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Malcom Gladwell
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What are the three characteristics of an epidemic or tipping point?
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1. Contagion
2. Little causes can have big effects 3. Change happens not gradually but at one dramatic moment. |
