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Discusses the useful and practical model of communication, in order to influence others. Association of physiology to the body posture, physical action and inaction at each given moment; Component of internal representations which are configurations of information created and stored in mind after being run through internal processing filters; Goal of the persuasion process.

The article presents an interview with Duncan Watts, a Columbia University sociology professor. When asked why influentials aren't as influential as originally thought, Watts refers to the field of influence research and pop-sociology. He comments on the impact on social epidemics from influentials. Watts believes marketers should focus less on who they are influencing and more on how people are influenced.