“Forget dice rolling or boxes of chocolates as metaphors for life.
Think of yourself as a dreaming robot on autopilot, and you'll be much closer to the truth.”
All relevant movements of humanity are caused by a crowd acting in the same way, anticipated by a minority of individuals who have an inclination for adopting and diffusing newness: the Influsers.
Thanks to the natural role of the Influsers, the rest of the people - the majority - can deal with change and the uncertainty that comes with it more lightly, because they personally know someone who has already accepted it.
This dynamic, repeating itself in every aspect of social evolution, is the fundamental driver in changes in consumer's habits, because it is at work also when consumers form their opinions on brands and products.
The influence the minority of early adopters exerts on the majority is a continuous and pervasive process, apparently not easy to meddle with. Its study and the results though demonstrate it is possible to orient and govern it.
Influse studies Influsers, gathering knowlendge and techniques for intervening in their natural process of guiding others.
It designs, discovers and markets products and services to reach them, to determine which news are the focus of their attention, to orient their influence.