The Un-Tipping Point?

Malcom Gladwell’s The Tipping Point led marketers to focus on key, highly connected individuals to initiate a viral marketing campaign.

In the latest issue of Fast Company magazine, marketing strategist Duncan Watts raises some questions about relying on Gladwell’s “Influencers” to kick-start your marketing efforts. In essence, Watts argues that trends are random and targeting key individuals may be counter-productive. Indeed, mass marketing may be the best option. The article can be found here. So in your business, what do you do? Are you a targeted marketer, as Gladwell advises, or do you think Watts is on the right track?