Why Things Become Popular
Things don’t just ‘go viral’—and popularity isn’t an accident. In Hit Makers—an instant national bestseller—Derek Thompson reveals the hidden web of economics, psychology, and marketing that makes some ideas explode, while others disappear. A senior editor for The Atlantic, known for his work on economics, labor markets, and entertainment, Thompson captures the science of popularity—and shows how culture gets made.
In his new book Hit Makers, Derek Thompson investigates how blockbuster success isn’t a matter of chance, but a fascinating intersection of power, network, science, art, and sheer brilliance. In an age of distraction, human attention is our most valuable currency. And here, in a groundbreaking study, Thompson reveals the ways songwriters, advertisers, filmmakers, speech writers, and more have all realized the modern secret of enormous popularity.
Since its release, Hit Makers has been hailed by critics as a “wonderful book … [filled with] solid research, ready wit, and catchy aphorisms” (USA Today) and “a fun, thought-provoking take on the strange turns of cultural fortune” (Publishers Weekly). To bestselling author Adam Alter, it’s “a bible for anyone who’s ever tried to promote practically anything, from products, people, and ideas, to books, songs, films, and TV shows,” while screenwriter Simon Kinberg calls it “required reading for anyone working in the popular arts.”
“Derek Thompson has long been one of the brightest new voices in American journalism. With Hit Makers, he becomes one of the brightest new voices in the world of non-fiction books.”— Daniel H. Pink
Derek Thompson is a senior editor at The Atlantic magazine, and the author of its 2015 cover story “A World Without Work,” about the future of technology and employment. He writes the business column for the magazine and contributes to the website on issues ranging from behavioral psychology to the economics of entertainment. “[Thompson] writes and edits economic news that is readable, informative, and often entertaining,” said The Huffington Post. He also explores the habits of millennials. How does this enormous cohort spend, work, vote, and consume? And how can corporations appeal to, and hire, this often misunderstood demographic?
Thompson is a weekly contributor to “Here and Now,” the national afternoon news show on NPR, and he appears regularly on CBS, the BBC, and MSNBC. He has appeared on numerous lists, including both Inc magazine’s and Forbes’ “30 Under 30” and Time magazine’s 140 Best Twitter Feeds.
“Derek was great! Reviews on his presentation were outstanding and he was a pleasure to work with.”Great American Media Services
Why do things become popular? Why do certain songs, apps, games, films, and cultural figures rise to blockbuster-levels of prominence, while others wither in obscurity? If you think the answer’s simple, think again—and start listening. In this absorbing keynote—based on his instant national bestseller Hit Makers—Derek Thompson reveals, for the first time, the complex blend of psychology, marketing, and economics that makes “viral” hits take off. Customizable to your industry—any industry—Thompson shatters myths about quality and taste, reveals crucial insights into networks and audience, and traces popularity from our deepest human needs to the savviest of today’s media manipulators. Attention is our most valuable commodity—so don’t pass up Thompson’s indispensable take on what we like, why we like it, and how culture actually happens.
What’s the deal with people under 35? This age group, known as the Millennial generation, is taking longer than ever to finish school, get out of debt, and start their careers. And, because of that, sales of houses and cars have declined. Enter Derek Thompson, Millennial expert. Thompson explores the consumer habits of this generation, shedding light on what kinds of ads they pay attention to, what manner of media they consume, and the sort of messages they accept and reject. His keynote reveals the behaviors that drive this demographic, including: the decline of the suburb and the rise of urban centers; the “sharing economy” of apartment rentals and car sharing; Gen Y’s dependence on their new status symbol, the smartphone; new ways of communicating such as Twitter and SnapChat; and how our global economy has made essentials such as food and clothes more affordable than ever before. What should corporations and retailers be doing to target this slippery demographic? Thompson’s keynotes present audiences with the facts they need to get in front of the technology-driven, informed, and connected Millennials.
How are Millennials different than older workers? And why should companies take the time to figure out how to integrate them more effectively? In this talk, Derek Thompson makes a case for Millennials at work. He shares the benefits—as well as the pitfalls—of working with younger people, starting with basics like understanding how Millennials use technology (and how it can improve intra-office communication). He shares tips for finding and identifying young leaders, optimizing flex-time to create an efficient work environment, and bridging the expectations gap between college seniors, who are taught to expect choice and customizability, and working-world “freshmen,” who often express frustration at their highly specific jobs. He also delves into the sorts of jobs that are growing the fastest and whether young people are “ready” for them. Employers shouldn’t hesitate to hire Millennials, says Thompson—a little understanding can go a long way to a better, more efficient, and more profitable business.
Why are we still paying for hundreds of channels we don’t watch? Why do Google’s mobile ads only earn half the amount of desktop ads? And why is ESPN the most valuable single media property in America? Derek Thompson’s provocative talk on the future of paid media addresses these compelling questions. Drawing on the research and interviews conducted for his business column in The Atlantic, Thompson speaks candidly about the importance of audiences and monetizing their attention. He lays down what most people don’t understand about the business of cable TV and how it’s still cheaper—and more popular—than services like Netflix, HBO GO, and Hulu. He describes the current limitations of mobile ads—lack of user-tracking technology, poor design, difficulty measuring conversion rates—and looks to the future of place-based advertising and interactive ads for mobile. Thompson brings it all together in a case study of ESPN, which relies on the simple formula of two-thirds TV subscription fees plus one-third advertising to bring in more than $10 billion in revenue in 2013. How does the future of paid media look for advertisers, consumers, and media conglomerates? Thompson’s keynotes provide audiences with a comprehensive and relevant outlook on this developing issue.