tipping point - malcolm gladwell
TRANSCRIPT
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TIPPING
How little things can make a bigdifference. - by Malcolm Gladwell
POINT
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The Tipping Point is thatdramatic momentwhen little causes drive the unexpected tobecome expected and
the idea of radical changeto certain acceptance.
propel
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THE TIPPING POINT
= EPIDEMICS
MESSAGE SPREADTHROUGH
Contagious Agents
Stickyideas/messages
/production
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RULES OF EPIDEMICS
THE LAW OF THE FEW
A tiny percentage of peopledo the majority of the work
to build momentum.
THE STICKINESSFACTOR
Stickiness means that amessage makes an
impact – it’smemorable.
Human beings are a lotmore sensitive to theirenvironment than they
seem.
THE POWER OFCONTEXT
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THE LAW OF THE FEW
mavens
Information specialists or “MarketMavens” often pay close attention toprice/quality differences in products.
Mavens are data banks – they provide themessage.
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THE LAW OF THE FEW
connectors
People with a special gift for bringing thepeople together. Proximity overpowerssimilarity; we associate with those whooccupy the same spaces we do.
The acquaintance /“weak tie” – is afriendly but casual social connection.
Mavens are like social glue - they spreadmessages.
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THE LAW OF THE FEW
salesmen
Those with the skills to persuade uswhen we are unconvinced of what we arehearing.
On some level, salesmen cannot beresisted.
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TheSTICKINESS
FACTOR
This refers to a unique quality that compels the phenomenonto “stick” in the minds of the public and influence their futurebehavior.
“Often counter-intuitive, orcontradictory to the prevailing
conventional wisdom”
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ThePOWER
OFCONTEXT
Trends - “tip” into mass popularity due to thePower of Context.
Just like fashion trends, crime iscontagious. It starts with a broken
window and can spread to an entirecommunity.
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ThePOWER
OF
CONTEXT
THE MAGIC NUMBER ONE HUNDREDAND FIFTY
In order for a trend to tip into massivepopularity, large numbers of people need toembrace it.
However, groups of certain sizes andcertain types can often be uniquelyconducive to achieving the tipping point.
Groups of less than 150 members usually display a level ofintimacy, interdependency, and efficiency (e.g. Reading habits,Social Media, etc.)
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Associate the factors and variables thatinfluence the public’s perception of
"coolness.“ / of their self E.G. L'OREAL
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FocusTEST
BELIEVE!
Band-Aid Approach:A solution that treats symptoms, ratherthan underlying problems. A low-keyapproach that can, over time, build to atipping point of massive popularity andinfluence.
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Brief TakeawayTipping points are a reaffirmation of the potential for change and the powerof intelligent action.
We are powerfully influenced by our surroundings, our immediate context,and the personalities of those around us.
There is a great deal of the feeling of hopelessness around us, but we cangreatly improve that by manipulating the size of the group whereby we candrastically improve their receptivity.
By tinkering with the presentation of information we can significantlyimprove its stickiness and remembrance.
Simply by finding and reaching those few special people who hold so muchsocial power we can shape the course of social epidemics.
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We store information in other people