![]() ![]() The virtue of an epidemic, after all, is that just a little input is enough to get it started, and it can spread very, very quickly. “One of the things I’d like to do is to show people how to start “positive” epidemics of their own. When asked what he hopes people will get from the book Malcolm Gladwell says: This is all sounding a bit difficult, but I think there is some hope. I think we could use things like the current economic climate to help create ‘drivers’, but other context factors are far more subtle and will require some probing and sensing to What I think is relevant for us is that it will be difficult to engineer the context using (I hate to say this again) traditional business models and techniques. The book has a number of examples which explain it far better than I could. It’s a bit of “right time and right place” as far as I can work out. Conventional wisdom is a difficult thing to work around (let alone against). This could make things difficult if we try to deploy conventional business models and techniques. Even trickier is the notion that this stickiness it is often counterintuitive, orĬontradictory to the prevailing conventional wisdom. ![]() It’s described as a unique quality that compels the phenomenon to “stick” in the minds of the public and influence their future behavior. Salesmen, the people who are good at influencing the opinion of others to ‘buy’ a product or idea.Mavens, people who have a strong compulsion to help other consumers by helping them make informed decisions and.Connectors, people who operate in different environments, the boundary spanners.Gladwell describes these key types of people as: It’s not a mass marketing or huge persuasion job involving 100’s presentations to 1000’s of people. If individuals representing all three of the groups endorse and advocate the idea, it is much more likely that it will tip into exponential success.įor me, the important thing here is that you only need a FEW of these people. Before we achieve widespread acceptance we need the support of a few key people from different groups. I’ll try and explain them in the context of our proposed movement: The point beyond which ‘everything’ changes and you don’t go back to the old situation.Īccording to Gladwell there are concepts which are critical to getting to a Tipping Point: the Law of the Few, the Stickiness Factor, and the Power of Context. The Tipping Point book uses a number of case studies from different settings to illustrate the idea of a ‘Tipping Point’. Spreading around cities like Florence and Paris, through social interactions, despite attempts by the authorities to stop it. The love padlocks of an earlier post might be considered an example. Gladwell describes them as social epidemics. They become viral and behave just like outbreaks of an infectious disease. The Tipping Point is about why some ideas, behaviours, messages or products become incredibly popular very quickly. To get an idea of what I’m talking about have a look at Malcolm Gladwell explaining it in this TED Talk. ![]()
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