The spread of ideas often depends on people with many social connections, known as Connectors. What’s fascinating is that Connectors aren’t just well-connected in one area; they have friends and acquaintances in many different areas. Connectors serve as important hubs and idea sharers in social networks. They enjoy talking to and knowing a lot of different people. Their most valuable asset is having what’s called “weak ties,” meaning a vast network of acquaintances from various walks of life, rather than just having close friends.

When it comes to spreading epidemics, it’s crucial that contacts cross social boundaries. If a virus or idea only circulates within a closed group, it won’t become an epidemic. That’s why Connectors, who connect people from different social groups, play a vital role in the spread of epidemics. In a social experiment from the 1960s, scientists discovered that every person in the world is connected to everyone else through just a few people. But these connections aren’t evenly spread. They mostly occur through a small group of exceptionally well-connected individuals.

So, if you want to spread an idea by word of mouth, it’s a good idea to focus on Connectors because they can trigger social epidemics. Ideas spread quickly with Connectors, people who have vast social networks and can help important concepts reach more and more people.