Glossary

Whatis social proof?

Social proof is the tendency to decide based on what other people appear to be doing. A queue outside a restaurant is social proof; so is a wall of reviews, and so is a feed full of people posting from your tables.

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It works because deciding is expensive and copying is cheap. For a new business it is the single hardest thing to manufacture honestly, and creator content is one of the few ways to produce it without pretending.

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