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Consider this analogy: a business process is like a carefully designed work-residential planned community, where all the streets are designed to maximize efficiency and flow, and each resident knows exactly where they work, the route to get there and back, and what to do at what point.
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Konnikova: It's his analogy for how we store and process information.
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As the analogy goes, a viral media process unfolds like an episode of 24: unscrupulous characters gleefully break a vial into the water main, a few unsuspecting citizens drink from the tap, sneeze onto their colleagues, and soon the entire town has gone crazy.
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Or perhaps a more current analogy better demonstrates the importance of due process.
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One official close to the process, however, cautioned about overstating this analogy because of concerns the Iraqi people might not view such a step as legitimate.
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The viral analogy is ill-fitting because it strips the audiences of active participation in the pass-along process and denies marketers a thorough understanding of the social mechanisms that guide how and what content gets shared.
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