Posted by & in category Marketing Musings.

You might have seen this video shot at the Sasquatch Music Festival in Washington state of of a guy dancing crazily by himself to the strains of Santogold’s “Unstoppable.” He’s clearly enjoying himself while as are the people watching the spectacle. I’m sure we’ve all seen people like this at concerts. After a while, a second concertgoer joins him, and the two dance together with equal enthusiasm. So far, though, they look more dorky than cool.

Around the one-minute mark, however, a third guy appears on the scene. Despite using the same awkward dance moves, he transforms the scene into something people want to join. Within seconds, two more guys join in. Then there are three more. And then another few. This prompts a stream of people, all racing toward a dance party that, less than a minute earlier, looked almost tragic.

One of my favorite bloggers, Seth Godin, commented about the importance of the third dancer as a marketing inspiration on his blog. Seth said, “Before him, it was just a crazy dancing guy and then maybe one other crazy guy. But it’s guy #3 who made it a movement.” While it’s often more easy to reach the initiators, we should discipline ourselves to seek out the Guy #3’s that will buy in and ultimately bring along Guy #56, Guy #284 and so on.