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Editor's Notes

• #7: The widely accepted social intelligence hypothesis tells us that the greatest evolutionary pressure for social animals comes from our need to interpret the identity, status, and intentions of other humans and to use the information we get to our best advantage. This is what nature has designed us to do.
• #13: First, that nothing is as interesting to a human being as another human being. Second, one of the most interesting types of human beings is a novel human being—a freak. Audiences will pay attention because they want to see, or hear, what these freaks will do next.
• #14: In the largely anonymous landscape of our modern life, we have come to take unknown faces for granted. Our social intelligence is not always on red alert because the presence of strangers is no longer, in itself, a threat or opportunity. On the other hand, a stranger who looks unlike any other human we’ve ever seen will set off alarm bells and we have to force ourselves not to stare.
• #15: They also form networks of trust through recommendations and sharing of information they care about. This is essentially what a Facebook wall is or how a social bookmarking service like Digg works. These tools help tribes create a language of familiarity with each other that becomes their members’ main sorting strategy, the best way to navigate the flood of information of the digitoral era.
• #16: This strategy of building deep familiarity markers into a message is what I call arming the choir. Most of us resist the strategy. We get so afraid of "preaching to the choir" that we forget that through the web of tribes they belong to, our choir members are our best conduits to the wider public
• #17: They also form networks of trust through recommendations and sharing of information they care about. This is essentially what a Facebook wall is or how a social bookmarking service like Digg works. These tools help tribes create a language of familiarity with each other that becomes their members’ main sorting strategy, the best way to navigate the flood of information of the digitoral era.
• #18: They also form networks of trust through recommendations and sharing of information they care about. This is essentially what a Facebook wall is or how a social bookmarking service like Digg works. These tools help tribes create a language of familiarity with each other that becomes their members’ main sorting strategy, the best way to navigate the flood of information of the digitoral era.
• #19: They also form networks of trust through recommendations and sharing of information they care about. This is essentially what a Facebook wall is or how a social bookmarking service like Digg works. These tools help tribes create a language of familiarity with each other that becomes their members’ main sorting strategy, the best way to navigate the flood of information of the digitoral era.
• #20: They also form networks of trust through recommendations and sharing of information they care about. This is essentially what a Facebook wall is or how a social bookmarking service like Digg works. These tools help tribes create a language of familiarity with each other that becomes their members’ main sorting strategy, the best way to navigate the flood of information of the digitoral era.