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Monday, 05.21.2012 |
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| The Tipping Point |
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Product Details
Notes
examples of Tipping Point "epidemics"
Hush Puppies and crime drop-off in New York in mid-1990s
three main characteristics:
1) contagiousness, like yawning, word of mouth
2) little causes can have big effects, geometric progressions
3) change happens not gradually but at one dramatic moment
three agents of change that can tip an epidemic:
1) Law of the Few - a small number of people can have a huge influence
2) Stickiness Factor - coming up with a memorable message (or deadly virus)
3) Power of Context - people are sensitive to the environment, it has a big effect
Connector - someone who knows lots of people, they build the social circles
weak ties or acquaintances provide new information or leads to new jobs
this is because your close friends or strong ties occupy the same space as you
Maven - someone who obtains information and needs to share it with others
they know the best deals, the details on every product, and they tell everyone
note, Connector can tell lots of people but they don't know as many specifics
a Maven knows fewer people but is believable because they know so much
Salesman - great at persuading the masses to follow the key message
a great salesman has more answers and better answers to objections raised
message stickiness often comes from a very small detail, not a huge budget
shift from abstract information to a specific practice and personal suggestion
in 2000, the average American is exposed to 254 commercial messages a day
the quality of the message is important, but details in presentation are huge
small things in the environment or situation can make a big difference
cleaning up graffiti and small criminal infractions actually reduces violent crime
the power of context includes the powerful influence of groups, like book groups
the Rule of 150 is that the maximum size of an optimal group is 150 people
if it gets bigger than that, your brain can't manage all the relationships
historically, military companies and tribes all learned to stay under 150 people
companies can divide into smaller units as they grow to avoid problems
personal relationships in a group are stronger than levels of management
to create one big contagious movement, create many small movements first
innovators and early adopters may pickup on cool trends that are extreme
Connectors, Mavens and Salesmen translate these ideas to the masses
be your own Connector, Maven, or Salesman, let your marketing do the work
that means seeing early trends and matching them when they go mainstream
for something to tip, there needs to be lots of cues in music, film, art, fashion
nature vs. nurture, the environment does affect about 50% of personality
but it's not family influence, peer influence seems to be much more important
you don't need a massive advertising campaign to reach the tipping point
just tweak the message, the messenger, and the context in the key ways
first, focus on Connectors, Mavens and Salesmen, forget the masses in general
secondly, make sure to deliberately test your ideas and intuitions quantitatively
human nature is complex and counterintuitive, small things can have big effects |
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