Group Size Model

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Many brands have zero true fans

The insight that should hit some community managers like a ton of bricks is that many brands have ZERO true fans.

Conversion theory — the disproportionate influence of minorities

The conversion theory explains why minorities, despite smaller numbers, can defeat majorities simply by holding their opinions more strongly.

The “slight edge” in inbound marketing

Finishing second in inbound marketing is long-term expensive. Harness your slight edge and make 100% sure you come out on top.

Group sizes (from support cliques to tribes)

Humans tend to organise themselves in stable group sizes. These group sizes range from support cliques (3-5 people) to tribes (1,000-2,000 people).