Whenever people are unsure of the correct behavior, what they should be doing, or how they should behave; they always look around them to what others are doing and most often follow suit. What is the expected behavior? Whatever everyone else is doing around here is the expected behavior.
Building social proof is the process of creating an environment that automatically influences the people within it, where the participants will either adapt to the culture or leave the culture. The culture has become stronger than any lone employee within it.
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