It’s not just a coincidence.

It’s social proof in action.

We humans are pack animals.

We look to others to figure out what’s “normal” or “right.” It’s survival instinct, really.

Back in caveman days, doing what everyone else did kept you alive.

But here’s the thing: this instinct doesn’t always serve us well in the modern world.

Take my friend Sarah.

She hated her CRM software.

It was clunky, slow, and about as user-friendly as a brick.

But did she switch? Nope.

Why?

Because “everyone” in her industry used it.

Sound familiar?

This is what sociologists call a “threshold.”

It’s the tipping point where enough people are doing something that it becomes the norm.

Think about electric cars.

For years, they were seen as weird or impractical. Now? They’re everywhere.

The threshold was crossed.

But here’s where it gets interesting for marketers and business owners:

You don’t have to wait for the threshold.

You can create it.

How?

By understanding and leveraging social proof.

Start small.

Get a core group of influential users.

Showcase their success.

Make their adoption visible.

Remember, people don’t just buy products.

They buy into tribes.

Apple didn’t just sell computers.

They sold membership in the “creative rebels” club.

CrossFit didn’t just sell workouts.

They sold belonging to a community of fitness warriors.

What tribe are you selling?

It’s not about having the best product (though that helps). It’s about creating a movement people want to join.

Ask yourself: What’s the threshold for my product or service?

How can I lower it?

Maybe it’s case studies.

Maybe it’s influencer partnerships.

Maybe it’s a refer-a-friend program that turns every customer into a brand ambassador.

The key is to make adoption visible and valuable.

Remember: In business, as in life, we’re all just trying to fit in while standing out.

So, what are you waiting for?

Start building your tribe today.

Create that threshold.

Cross it.

And watch as the rest of the world follows.

Because in the end, the most powerful marketing isn’t about features or benefits.

It’s about belonging.

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This post was inspired by Liam Moroney’s post.