Social proof matters … as Seth Godin explains, but not for everybody.
For those first people in the audience standing up to offer an ovation, social proof is irrelevant.
They are touched in such a manner, that they want to show their appreciation, irrespective of what the rest of the audience is thinking.
They are driven by passion, not by social feedback.
The most passionate clear the path for those more susceptible for the expectations of others.
It’s how the SAM (social adoption mechanism) works.