Momentum Is The Killer Hack For Social Groups

(Richard Millington) #1

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Momentum is the killer hack for social groups. We flock to join groups with momentum. Even the slightest sign of plurality causes people to flock to the cause. There are three broad reasons behind this. Maintaining a positive social identity. Cialdini called this BIRGing – basking in reflected glory. A large part of our own identities is derived from the groups we associate ourselves with. We therefore distance ourselves from failing groups and associate ourselves with success. Social proof, conformity, and social pressure. As a group grows, there’s increasing pressure to join (or go along with) the group. The more…