“Social proof” is an important aspect of personal power and influence in both the offline and the online worlds. In the absence of enough information to make our own decision based on facts, we turn to signals from others to help us find a way forward. We go with the crowd.

Here’s a simple example — Let’s say you are at the site of a terrible car wreck and two people are shouting orders. One is wearing a doctor’s lab coat and one is wearing a pizza delivery uniform.  Everybody else is following the doctor’s orders. Which direction are you likely to follow? Read more »