In short, similarity in social networks goes both ways. My network looks more like me and I look more like my network. Vincent Forrest intuitively understands both sides of this convergence. His best buttons are, by his own admission, the ones that draw the tightest circle. People want to share the messages that strike them as the most personal. But he’s also learned from his audience. He discovered that Etsy buyers like arch pop culture references and unabashedly nerdy grammar jokes. So over time, he made more buttons blending pop culture with jokes about reading and syntax. He built his own
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