What makes one song a massive hit, and one a flop? What sets apart the popular kids? Why do 1 billion people own an iPhone, more than any other brand?

It’s all to do with social proof.

In this week’s podcast, Tom and Ed pick apart an experiment that answers these questions. Entitled “Leading the Herd Astray”, the study created an online music marketplace, mere months before Spotify was launched.

Participants were placed into groups and asked to rate various songs, armed only with the ratings from the rest of the group.

The guys take the findings and chat through what they mean for marketers. Find out how to:

• appear bigger than you are


• apply the tactics used by Uber and Airbnb to grow social networks


• create virality, even years after launch