Influencers

Christopher Murphy explores the role that influencers can play in supercharging your launch

In the sixth article in my ongoing series exploring the design of business, I’ll explore the role that influencers – well-connected thought leaders – can play in sharing your story and ensuring your launch goes smoothly.

With an audience established, the final piece of the jigsaw before launch is to establish a list of key influencers to contact to ensure word-of-mouth momentum. By connecting with others who have a greater reach than you, you can supercharge your launch, ensuring your unveiling is successful.

Without getting too lost in theory, an understanding of ‘diffusion of innovations’ – or how ideas spread – is helpful at this point. Everett Rogers, a communication studies professor, popularised the theory explaining how, why and at what rate new ideas spread in his 1962 book, Diffusion Of Innovations.