Oriol Gifra

After all life is more easy than the tools we build to live it. We, the humans, build complex algorithms to try understand ourselves, our behaviour…. but sometimes it worthy to stop for a while and take and old book, a very old one, as the Bible or any other thousands of years old.

From ancient times up to now is amazing how the essential, the very essential of human behaviour, that part that probably belongs to genetics, that not change from years very much.

One of those things are beliefs. Our mind structure is as interesting as unknown. Why we think something is better than other very similar is very courious. Leaving aside the irrational part of ourselves already long demonstrated by professor Dan Ariely the true is that statistically in frinds we trust.

 In other words, what our friends recommend us we trust.

In my past experience I have seen different marketing campaigns were I was able to compare the conversion rate from different promotion sources: current customers offline recommendation, e-mail marketing, online advertising…. always the first conversion source was existing customers and their recommendations (75% conversion rate), much higher than e-mail marketing and advertising.

Recommendation comes from believers, people who belief in what your are selling or saying. Religion is one of the best examples of how believers make an idea expand and be alive from more than 2,000 years.

When working in a product or project I suggest you to think who are your early believers and how those early believers can help you in seeding your product or ideas vision. I think that’s the KEY to success offline and online.

Social Networks can help us in doing that but first we need to think about believers and what make them be our believers.