Agree – a resonance factor has an equal or even larger affect than a reach factor. For viral and influence we need to think – why? Why would someone want to share this or pass it on? That opens up a whole new can of research and discussion but the why factor is apply able to both Watts and Gladwell.

And I agree that knowing the audience is fundamental. Every idea or trend relies on a particular community – their social behavior, and the conversations that they have – to come to life. A marketer has to know how the product or service will be relevant to that particular community.

I’d like to see more of a focus on resonance, than reach. Find the people with whom your offering will have the greatest resonance, and then tailor your message to increase the volume of that resonance, by making it layered enough that people have something to talk about.