Social Proof
We look to others to decide what's right
The restaurant is full, so you wait in line. The book has 10,000 reviews, so you buy it. We call this following trends. Psychologists call it social proof.
The crowd doesn't just follow, it creates its own gravity.
Social proof is when people assume others' actions reflect correct behavior. When uncertain, we look around and copy. This drives bestsellers, testimonials, crowded restaurants. Understanding social proof means understanding why perception becomes reality.
The Mental Model
-
Show Popularity
Highlight how many people use or trust you. -
Use Testimonials
Real stories create more trust than claims. -
Leverage Authority
Expert endorsements multiply credibility. -
Create Visible Momentum
Make success visible and specific.
A Worked Example
Two coffee shops next door. One empty, one has a line. Most people choose the busy one. The owner of the empty shop seeds a line with friends. Real customers see it, join. Within days, the line is real. Social proof created itself.
When to Apply
- Launching something new
- Persuading uncertain people
- Building credibility
When Not to Apply
- The crowd is objectively wrong
- You're fabricating proof
- Following conflicts with values
Try This Once
Notice social proof today. Where did you choose because others did?