The Power of Weak Ties - Tactics to Grow Your Innovation Community Virally

When it comes to building a sustainable innovation community, a typical approach is to launch a marketing campaign to raise awareness, inform and motivate everyone to join in. However, it's difficult to reach people, build trust and drive desired behaviors in companies with a history of failed initiatives. People’s opinions and attitudes are largely influenced by their peers, making it challenging to engage them in innovation programs. Understanding informal groups, groupthink, group leaders, and hubs are essential to building a successful innovation community.