Hi,
One-to-one marketing is an old paradigm because it fails to account for social context. The average funeral has around 200 mourners. This means the average person knows around that many people well enough for them to bother turning up to say goodbye.
Humans are hardwired with 'social channel capacity', says British anthropologist. Our brains have a capacity to maintain 10-15 'intimate' relationships, 150 or so 'social' relationships, and between 500 and 1500 'acquaintances'.
So each individual you engage is actually the centre of a network. How does this change your perspective?
Cheers!
Michael Kiely
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