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THE TIPPING POINTPRESENTATION
BY MALCOLM GLADWELL
The Tipping PointThe Tipping Point is a biography of an emergence of an idea
Fashion Crime Waves Word of Mouth
Hush PuppiesAirwalkPaul Revere
THE HUSH PUPPIES CASE
Outdated Hush Puppies shoes in 1993
In 1993 Sales of 30,000 pairs
In 1995 Sales of 430.000 pairs
Marketing Cost: $0
What happened in such a short time?
The Case of Crime in New York City
In the 80’s New York City had one of the worst
crime rates achiving its highest in 1990.
In 1995 the crime rate had decended to 66%.
How is it that something with deep roots and
with a very complex history has fallen so
rapidly?
Those cases are very similar to an epidemic
Biological and social epidemics have a lot of things in comon:
They are caused by very few but very active people
The contagious agent has to have the power of being very resistant.
The environment where the epidemic takes place has a lot of influence in the result
THE THREE RULES OF THE TIPPING POINT (understanding an epidemic)
The Law of a few
The Stickiness Factor
The Power of Context
The Law of a Few
Required Social Characteristics:Paul Revere vs. William Dawes
The Conector
The Mavens
The Salesman
CONNECTORS
People with the ability to connect two worlds. They know a lot of people that
belive in them. They know very influencial people in the different
networks. They have a lot of imagination. They are gregarious and
very sociable.
PAUL REVERE
Mavens
People specialized in information gathering. We go to them when we are
facing challenges in areas they are prominent. They love to read a lot, they enjoy giving advice, they feel motivated
by helping others.
MARK ALPERT
SALESMAN
People find them very funny and listen to them. They are very charming and carismatic. They are very passsionate,
They know how to use the power of persuasion
TOM GAU
THE LAW OF A FEW(The nature of the messanger)
A handful of kids and Hush Puppies
Paul Revere
Syphilis in Baltimore
The Stickiness Factor
Sesame Street
Paul Revere’s message
Made To Stick
The Importance Context (Part 1)
Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur
Bernie Goetz Subway cars in NYC Broken windows and crime
Crime as an Epidemic
Crime roots are very deep, psychological problems.
Social Poverty Personality Genes Violence Moral failures Lack of values
Crime as an Epidemic
The theory of the broken window and the importance of context:
The confrontation in the metro had less to do with psychological and social problems of Goetz and the robbers and more to do with the messages of the graffiti and disorder.
Solve crime: clean the metro.
The Importance of Context (Part 2)
The Magic Number of 150
The Devine Secrets of The Ya Ya Sisterhood
Being talked about in groups
Gore
150 person limit in a building
Conclusion to Epidemics
The law of the few: concentrate resources on connectors, mavens, and sellers.
Human communication rules are not necessarily obvious
Our environment affect us much more powerfully that what we think.
Other Case Studies
The case of the Stanford Prison experiment.
AIRWALK
The case of the good Samaritan Princeton experiment.
Needles in Blatimore heroin addicts
Breast Cancer in Baltimore
Suicide in Micronesia
Adolescent smokers
How do we utilize connectors, mavens and
sellers
We need TRANSLATORS
Translators
Translators take highly specialized ideas and information; then
translate them into a language the rest of us can understand.
HOW ARE YOU TRANSLATING YOUR COMPANY VISION?