The Influence of Vocal and Mobile Minorities

This chapter examines how vocal minorities can shape public opinion and decision-making through phenomena like cancel culture. It introduces the concept of mobile minorities—individuals shifting their behaviors and preferences away from mainstream brands in pursuit of better opportunities. By focusing on these smaller yet impactful groups, the discussion highlights emerging consumer trends, the balance of confidence and fear in pioneering ventures, and how unique cognitive traits can serve as advantages in high-pressure environments.

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