When we shift our focus from an individual to their network of relationships, we start asking different questions: how the communities an individual belongs are structured; what is their dynamics; how the influence spreads within them; who are the most active and/or valuable members.

Instead of focusing on individuals, we should focus on their relationships and look at the communities they belong to.

Thanks to the Internet and its numerous influence networks, products across categories are now more susceptible to trends than to individual preferences. A show becomes popular because a lot of people watch it, and it’s entirely possible that a big chunk of the show’s audience does it not because it reflects their interests or values, but because... See more