The Universe’s Invisible SalesForce, "Epidemics”

The Universe’s Invisible SalesForce, "Epidemics”

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by M LeMont

Reading time 4min 30sec

I’ve been experimenting with ways to tap into the energy that makes things go viral deliberately. That’s one of the reasons I wrote How To Gain 100,000 Twitter Followers. Because everything starts with activity, no activity, you’re pretty much dead in the water. Imagine if you could turn your ideas into something that spreads like a virus. Marketing scientists have been trying to discover the secret formula for years, but now, advances in technology and the internet open up new galaxies of possibilities.

I recently read Malcolm Gladwell’s book The Tipping Point. It’s a fascinating study into why things spread. Just as there is the unfortunate Tipping point for the spread of diseases, there are also “Epidemics” that create a following crazed for ideas, trends, books, movies, smoking, drugs, alcohol, crime, suicide, etc.

Gladwell’s book delves deep into the phenomena of why and how things go viral, moving from one person to the next, one street corner to the next, one city to the next, from one country to the next. These “Epidemics,” as Malcolm calls them, are the Universe’s Invisible SalesForce--that carries and distributes everything without thought or concern—leaving the participants unaware of what happened. The Tipping Point, according to Gladwell, occurs when the energy, elements, circumstances, people, time, and place cross a certain threshold---Then … things TIP and affect everyone and everything it touches. It affects social behavior, health, buying patterns, politics, and how people think. It’s an explosion of positivity or complete devastation. No one can predict or explain its power—why or how it happens. It just happens, and you are affected positively or negatively.

I see it happening on Social Media in “Dark Social,” the black hole where link clicks are unidentified and inaccurately reported. According to studies, 65-85% of users share tweets using Direct messaging, text messages, email, community groups, word of mouth, mobile apps, or typing links into their browsers that are not trackable. I’ve tested my link clicks with, and there were 100-200% more clicks. This is a game-changer to know another market exists—Dark Social. To test this, use a link tracker like and compare the Clicks with Twitter Analytics. Bitly lists them in 3 categories: Twitter, Other, and “Direct” ( Dark Social.) You will be shocked to discover that you have significantly more clicks than what is reported by Twitter and other Social Media platforms.

Science is matching. Things must match for a Tipping Point to occur, and normally it starts with people talking in Dark Social, texting, and messaging about a topic, person, product, service, etc. People are the invisible sales force for something to spread like an epidemic.

Malcolm says, “We need to prepare ourselves for the possibility that sometimes big changes follow small events and that these changes can happen very quickly. This possibility of sudden change is at the center of the idea behind the Tipping Point and might well be the hardest of all to accept.”

The slightest change in circumstance can make the most significant difference and cause things to tip for better or worse. A sudden reversal of fortune can turn your life upside down—the vision changes. You don’t see things the same way anymore.

There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know. Donald Rumsfeld was right on point. Things we didn’t see coming in a million years, like a butterfly flying in the eye of a tropical storm and turning it into a Category 5 Hurricane, or how about Covid 19, or the 2016 Election and Donald Trump becoming president, and now our Democracy is at a Tipping Point.

Everything has a Tipping Point, the matching and convergence of things, events, or ideas at the right time. So keep experimenting, testing new ideas, and planting seeds. You never know which one will turn into a mighty Oak tree.


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