Hacking culture

Influence is a capacity

Somebody with five million views is not automatically an influencer. If they cannot change a decision, they are an overpriced influencer. Hacking culture is finding pop culture — on the internet or on the street — before the market prices it, and matching content to it while it is still cheap.

The influence circle

We do not buy a celebrity and hope. We map the circle around the person who will pay. Context decides which lever moves the sale.

• Children can move a parent.
• Friends, parents, teachers, the street, the workplace.
• Belief systems, daily activities, principles, vulnerabilities.
• Whoever has leverage over the decision maker in this context.

How culture is found

Find what is popping in this second. Scrape the feed, the town, the calendar. Match a specific behavior to that culture. Local when the business is local. Online when the buyer lives in a feed. Run it until it stops working. Then find the next underpriced circle.

The rule

Aim at the person who influences the buyer, not the loudest account in the category. Demand creation has the leverage. The deal does not.