Social proof is a psychological phenomenon where people copy the actions of others in an attempt to reflect correct behavior for a given situation. In situations when we’re unsure of what is the right course of action, we look to others for guidance and to get a better sense of the proper way to behave. Focusing on the positive feedback of the consumers means that you would know how to target your potential consumers, knowing what they prefer, including specific features, services, or aspects of their experience and what is their behavioral style. People follow what other people do.