Should you hire the Kardashians to influence others for you?
From Everything Is Obvious: How Common Sense Fails Us:
What we found was surprising even to us: Even though the Kim Kardashians of the world were indeed more influential than average, they were so much more expensive that they did not provide the best value for the money. Rather, it was what we called ordinary influencers, meaning individuals who exhibit average or even less-than-average influence, who often proved to be the most cost-effective means to disseminate information.
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