Wednesday, October 15, 2008

insightful associations

When people strive for buzz, they typically want a lot.

Volume, quantity, attention.

Sometimes they yearn for a lot of positive buzz, but usually just a lot. I would argue the best buzz-- the best conversation-- is the discussion that alerts you to unique associations, people making "distant and unprecedented connections" with your brand, product, or issue of interest.

Turns out these types of connections define the neurological process of insight we exhibit during "aha moments."

Learning (about yourself, your brand, your 'topic') is not about being focused and paying attention to what you pre-determine to be the relevant details, it's about being open and receptive to fringe ideas and associations. Or not? When might listening to weak signals, distract you from the task at hand and do you wrong?

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