An article in the New York Times titled “In E-Book Era, You Can’t Even Judge a Cover” got me thinking. Social proof is one of the most powerful concepts in psychology and persuasion, but if you cant tell what someone is reading by the cover, how can you be influenced by it?

Demonstrating ease of use is critical in accelerating diffusion of innovation. The hottest innovation at the moment is of course the Apple iPad, and fortunately for Apple, its Innovator customers are demonstrating how easy the iPad is to use for them, by giving it to their toddlers, filming the results and loading it to YouTube.