I’ve started using a Kindle, and I’ve noticed that the books I read always have the same bits underlined by lots of people…

…there isn’t a random distribution with different people underlining different thoughts. Once someone’s underlined an idea, others follow…

..this must be further proof of the concept of social proof (we all follow each other’s thinking), but it’s also interesting that people maybe find some thoughts more relevant to the group or to group-think.

Why not use this ‘underlining’ habit as a technique in group discussions? Pass written concepts around respondents and ask them all to underline the messages that matter. That way we’ll get hints on ideas that are sticky thinking.

Thanks Kindle and your underlining!