Design for the Ripple Effect: How a Small Act Leads to Big Change

Speaker(s): 
Jennifer Aaker, General Atlantic Professor of Marketing, Graduate School of Business, Stanford University
Published: June 07, 2010

Drawing on research in social psychology, Professor Jennifer Aaker, General Atlantic Professor of Marketing, discusses the idea of rethinking happiness. How do you design for an environment that allows for happiness (rather than designing to 'be happy' or 'get happy')? One key is designing for the ripple effect, which is based on the idea that small acts can create big change. Professor Aaker tells the story of how a small group of friends and family harnessed social media to help find a bone marrow match for Sameer and Vinay. Excerpt from the 2010 talk "Happiness is Miserable: Here's Why."

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