The Tipping Point

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The Tipping Point

• How little things can Make a Big Difference.

By
Malcolm Gladwell
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Malcolm Gladwell

• He was born in England and graduated from the
  University of Toronto, Trinity College, with a
  degree in history.
• Malcolm Gladwell has been a staff writer with The
  New Yorker magazine since 1996.
• The author of two international best seller books
  The tipping point and The Blink.
• in 2005 he was named one of Time Magazine's 100
  Most Influential People.

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The Author Malcolm Gladwell
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The Characteristics

• Little things can have big effect
• Contagiousness (Big or Mass)
• One Dramatic Moment (The change happens not
  gradually)

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The tipping point characteristics
Effect
Time
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Rules of Epidemic
is a function of the people who transmit
infection agent in appropriated environment
CARRIER
Agent
Appropriated Environment
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Social Epidemic

• ???

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The Three Rules of Contagious
The Law of the few
The Stickiness
The Power of The Context
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The Law of the Few

• 80/20 Principle a tiny percentage of people do
  the majority of the work.
• A handful of exceptional people

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Paul Revere and his midnight ride

• April 18, 1775
• Lead to American Revolution
• He was members of as many groups.
• He was a networker and so on (59).

A Connector
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The Hush Puppies Famous

• 1994-1995
• The classic brush-suede shoes became popular.
• A handful of kids then spread to two Fashion
  designers.

A Connector
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Mark Alpert and his Mavenist

• He knows things that the rest of us dont.
• He solves his own problems his own emotion
  needs by solving other peoples problem.
• A wonderful unselfish man.
• He is a Market

Maven
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The Studies of Persuasion

• The bias of newscasters to America president
  election.
• The persuasion for raising the university
  tuition.

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What makes Persuasion so effective.

• Little things can make as much of a difference as
  big things.
• Non-verbal cues are as or more important than
  verbal cues. (78-79)
• Persuasion often works in ways that we do not
  appreciate.

Saleman
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The Law of the Few

• Connector Know many kinds of Peopleand a lot
  of people.
• Maven One who accumulate knowledge, Unselfish
  and Not persuader
• Saleman Persuader

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The Stickiness

• Quality (92-93)
• So Cool
• Memorable -gt a message makes an impact.
• Create change -gt Spark someone to act.

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The Stickiness

• Sesame street, Blues Clue Show.
• The Tetanus fear experiment.

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The power of the context

• Bernie Goetz a symbol of a dark moment in New
  York History.
• 1980 The rise and fall of New York crime ,2000
  murders and 600,000 /a year.
• Epidemic of violence.

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The power of the context

• You can prevent crimes just by scrubbing off
  graffiti and arresting fare-beater.
• The broken window theory.

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The power of Context (Part Two)

• The Magic Number (One hundred and fifty)
• Ya-Ya sisterhood became the best seller book.
• Gore Associates based in Delware. Try to get
  under 150 limit. If over it sets up a new plant.

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Case study Rumors, Sneaker, and The power of
translation

• Airwalk 1997.
• The spread of hybrid seed corn in Green country,
  IOWA, 1930-1938
• How to spread a new idea.
• 3 groups The innovator -gt early adopter -gt the
  early majority

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Case study Suicide

• Epidemic Suicide Among Micronesian adolescents
• 1980s,There were more suicides per capita in
  Micronesia than anywhere in the world.(217)
• Suicide lead to suicide.

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Case study The teen smoking epidemic illustrate
the stickiness.

• Two possibilities for against the smoking
  epidemic.
• 1986s,The correlation between smoking and
  depression or emotional problem.(244-245)
• The addiction threshold (4-6 mg. of nicotine). ?
  un-sticky cigarette

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Conclusion Focus, test and believe

• The tipping point looked for the stories like
  (small but smart)
• Sadler worked on prevention of DM and breast
  cancer.
• Start epidemics requires concentrating (Focus) on
  a few key.
• Reframe the way we think about the world

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Conclusion Focus, test and believe

• Those who are successful at creating epidemics do
  not just do what they think is right but they
  test their intuitions.
• What must underlies successful epidemics is a
  bedrock belivf that change is possible.

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Conclusion

• Tipping points are
• a reaffirmation of the potential for change
  and the power of intelligent action.