Decoding popularity: Why successful people don't try appealing to everyone's tastes

Senior Editor, The Atlantic
January 6, 2018
Senior Editor of The Atlantic, Derek Thompson, boils down the science of popularity. He suggests that the best way to reach as many people as possible is to appeal to their inherent outsider nature. Since the cultural mainstream is so fractured, you have to understand that - at best - you're going to reach perhaps 3% to 5% of people. Because out of 240 million Americans, just 4% of that is 9.6 million people. Derek posits that perhaps creators shouldn't appeal to the masses. Instead, he suggests, they should appeal to the niche. Derek Thompson's latest book is "">Hit Makers: The Science of Popularity in an Age of Distraction