The Science of Popularity: Familiarity, Distribution, and Knowledge Creation

The Science of Popularity: Familiarity, Distribution, and Knowledge Creation

In an age of endless distractions, understanding the science of popularity becomes crucial for anyone looking to make a mark in their respective field. Derek Thompson, in his book "Hit Makers: The Science of Popularity in an Age of Distraction," delves into the factors that contribute to the success and widespread appeal of certain products, songs, movies, and ideas. Through his research, Thompson uncovers the power of familiarity over novelty and the importance of distribution over content.

One intriguing finding is that humans have a natural inclination towards familiarity. We are drawn to new products that remind us of old ones, new songs that have familiar chord structures, and new movies that are sequels, adaptations, or reboots. This preference for the familiar is not limited to our personal choices; it also influences the spread of information. Studies have shown that information is more likely to spread through broadcast mechanisms rather than social mechanisms. In other words, it is not about a million one-to-one moments but rather a handful of one-to-one-million moments.

However, familiarity alone is not enough to ensure popularity. Emotionality, another powerful factor, plays a crucial role in popularizing content. Thompson highlights the significance of repetition in music, calling it the "god particle." Repetition distinguishes noise from song and taps into the part of our brain that craves variation and familiarity in a certain sequence. Similarly, the rhyme to reason effect suggests that ideas and slogans with musical elements, such as rhyme, are more likely to be believed and remembered.

Identity, too, plays a significant role in the popularity of content. People crave identities that set them apart from others. This antagonistic nature of identity fuels our desire for familiarity while simultaneously seeking surprises. Thompson suggests that to sell something surprising, make it familiar, and to sell something familiar, make it surprising. This delicate balance between neophilia (love for the new) and neophobia (fear of the new) is essential in capturing the attention and interest of the audience.

Furthermore, Thompson introduces the concept of the SECI model of knowledge dimensions, which explains how knowledge is created and shared within organizations. The model consists of four processes: externalization, combination, internalization, and socialization. Externalization involves articulating and publishing tacit knowledge, thus enabling its communication. Combination focuses on organizing and integrating different types of explicit knowledge, such as building prototypes. Internalization refers to the process of an individual receiving and applying explicit knowledge, which becomes part of their own knowledge and benefits the organization. Lastly, socialization entails the sharing of tacit knowledge among individuals, a process that can be seen as a discovery process.