Stop telling me what to do!

The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

That's the title of a new book by the good folks at RoperASW. Who will, for the right fee, show your company how to harness "influentials" and their word of mouth recommendations to build better brands.

I doubt that these influentials are monolithic enough to be a "controllable" part of the advertising mix.

But i really doubt that 90% of us go to the same 10% for advice on everything. It just sounds absurd: who talks to the same one or two people about a wine recommendation, a 401(k) rollover question, and car shopping?