Paul Revere's unsung colleague, William Dawes

Mark Jeffery of Kellogg School of Management, shared an interesting insight about social networks and marketing based on American folk hero Paul Revere -- and his unknown colleague, William Dawes. Both men were assigned the mission of alerting colonists that the British invasion force was approaching, but it turns out William Dawes' contacts in each town along the way were basically part of the same social circle as Dawes himself -- so they didn't spread the word outside this limited network. By contrast Paul Revere's contacts in each town knew a lot of people whom Revere didn't, and who didn't know each other, so they were able to spread the word across a broader segment of the population. 

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