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.

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