The Gladwellian notion that successful brand marketing relies on the ability to reach The Influencers a small group of overly influential people has puzzled me since reading The Tipping Point many moons ago. Now, I know why. It is a myth, according to Paul Adams who lays out a convincing (and well researched) argument in his 2012 book Grouped.

According to Adams, it is unlikely that any one person has significant influence over large groups of people. This applies equally in our offline lives as it does online. Rather, we all have influence (on some topics more than others) within small, often separate, groups of friends. These are the people with whom we share information, ideas, and recommendations. They are the real influencers of our behavior.

Businesses that place people, rather than content or technology, at the center of their business model are thriving and in some cases outperforming incumbents, Adams writes.

So, instead of spending resources trying to get the attention of the mythical Influencers, the smart money appears to be on marketing efforts directed at the people who really matter: small groups of friends. Your ability help them connect online is likely to play a key role in your success whether you are an ingredient supplier or a manufacturer of finished products.

On the social web, this requires a new way of doing business that, according to Adams, starts with three game-changing rules:

Rebuild your business around people. The web is being fundamentally rebuilt around people, because our online life is simply catching up with our offline life, Adams writes. If your business doesnt adapt, and restructure itself around people, a competitor will, and they will most likely render you obsolete.

Learn more about social behavior. Now, more than ever, marketers need a better understanding of social behavior, how people think and how networks scale from close friends to friends of friends and beyond.

Focus on many small, independent groups of friends. Create products and content that people naturally share with their friends. It can ultimately reach millions passed on by the people they trust the most.

The book is a great read for anyone involved in developing, marketing or distributing products or services. How did I hear about it? A friend told me.