The Universe’s Invisible SalesForce, "Epidemics”

The Universe’s Invisible SalesForce, "Epidemics”

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by M LeMont

Reading time 4min 30sec

Malcolm Gladwell said, “I wrote my book without any clear expectation of who would read it, or what, if anything, it would be useful for. It would seem presumptuous to think otherwise.”

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 spread 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 the way 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 this happening on Twitter in “Dark Social,” the black hole where link clicks are unidentified and inaccurately reported. According to studies, between 65-85% of users share tweets using emails, text messages, chat, and community groups, word of mouth, direct or private messages, mobile apps, or typing links into their browser 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 shortener like and compare the Clicks with Twitter Analytics. Bitly list 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.

Malcolm goes on to say, “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.

The Tipping Point is a thought-provoking and illuminating book. It gives a look into the Universe’s Invisible SalesForce--Epidemics of all types. They are game-changing occurrences that ensure this fact: business and marketers will never be the same. Use the book to change your insight and create remarkable content.

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 Jan. 6 Insurrection.

Keep an eye on “Dark Social" for things to Tip. It can make a difference in doubling down and making effective marketing decisions. I commend you for reading this article that's f%*king incredible. It shows that you have the vision to see things differently.

Here are two highly recommended books. The Tipping Point by Malcolm Gladwell and Contagious: Why Things Catch On by Jonah Berger. If you buy any of the books or products mentioned on this site, I may earn a commission under Amazon's Affiliate Program.

Buy on Amazon The Tipping Point and Contagious: Why Things Catch On

Also, if you are interested in building a Twitter platform, my bestseller How to Gain 100,000 Twitter Followers is available on Amazon.

Buy on Amazon