The Amplification of Information

Seth Godin reports on an interesting phenomenon where small bits of information that may have previously gotten lost in the shuffle are now being picked up and amplified into trends. He explains that the instant, pervasive, echo-multiplier nature of modern communications will bring to life and give importance to items that may or may not actually be true or valid in the way that they are reported.

Godin says:

As word (about your product or your brand or your career or anything) is amplified and spread, it bumps into other news and becomes a trend.

This is a subtle but huge change in the way we think about the world. The connection of customers and employees and users and citizens and good guys and bad actors and everyone… it means that the way we see and understand information is changed forever.

I would take two things away from this:

1. Just because you heard about something happening for the first time doesn’t mean it’s the first time. It may just mean that it’s the first time it’s been widely reported. Sort of like what happens after you get a digital thermometer in your house–everyone suddenly gets a fever.

2. Be prepared for everything to be widely reported.

Seth Godin: “When you notice it, it’s news”