CHAPTER 5Content: The Seventh Weapon

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The traditional view of influence assumes that a small number of the members of our society possess qualities that make them exceptionally persuasive, driving trends on behalf of the majority of ordinary people. In business, society, politics, and the press, they may be called our opinion, or thought, leaders. Today, anybody can be a hub, a connector, an igniter of a personal epidemic of information, collaboration, and inspiration.

We can be the opinion leaders in our self-selected online societies. And by identifying and convincing a small number of influential individuals—perhaps even you and me—a viral campaign ...

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