Brands and consumers lurk, but the big question is what makes us unlurk. What makes us feel safe to step out from the shadows. There is an art to participation.

The 1% rule was a wonderful start, but it did not go deep into the psychology of participation and community building.

1:9:90 - aka "the 1% rule" explains human interaction online and in real life.

We are all lurkers in some communities, participants in others and creators in one or two domains.

Going beyond 1:9:90 the book puts lurking in global context.