Tipping Point - Malcolm Gladwell

TIPPING

How little things can make a bigdifference. - by Malcolm Gladwell

POINT

The Tipping Point is thatdramatic momentwhen little causes drive the unexpected tobecome expected and

the idea of radical changeto certain acceptance.

propel

THE TIPPING POINT

= EPIDEMICS

MESSAGE SPREADTHROUGH

Contagious Agents

Stickyideas/messages

/production

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

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.

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.

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.

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”

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.

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.)

Associate the factors and variables thatinfluence the public’s perception of

"coolness.“ / of their self E.G. L'OREAL

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.

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.

We store information in other people