Here’s an example of how this influence data could be used in a very real way. I saw a very interesting piece of research about how people buy iPhones. A person who didn’t know anybody who owned an iPhone was only half as likely to buy one in the next six months compared to somebody who knew two people who owned one. By the time you knew five people with an iPhone you were just going to buy one.
Azeem Azhar, Founder of PeerIndex (via @markwschaefer‘s book “Return on Influence”)