The Stickiness Factor
While the Law of the Few is about spreading social epidemics in the most effective manner, The Stickiness Factor is more about the inherent qualities of the message or product itself. Making messages memorable is a difficult task in an age when we are growing immune to marketing messages and making a product or message irresistible is more a function of the product itself and not the marketing behind it. What this means is that you can have all the mavens, connectors, and salesmen you could need, eager to spread your message. But if the message (or product) itself isn’t good, then it will never spread like wildfire. This isn’t altogether different than saying you could have the best sales staff in the world, but if your product is no good, you will never get the repeat customers that lead to profitability.
