The Tipping Point - How Little Things Can Make a Big Difference by Malcolm Gladwell

"We must reframe the way we think about the world." Gladwell's claim, made in this book published in 2000 is still valid, and perhaps even more so today. He has written other books since, but these ideas deserve a second viewing. Gladwell states that ideas products, messages and behavior spread like viruses do - as epidemics. He poses three agents of change:1. Law of the FewA tiny percentage of people do most of the work. This relates to the old 80/20 rule, that 80 percent of the work is done by 20 percent of the people. He describes Connectors, Mavens and Salespeople as the groups to find if hoping to succeed with a new idea, product, message or behavior. The Connectors are the ones that know everyone else; The Mavens believe in the new information; and the Salespeople, obviously, can sell that new idea to others.2. StickinessThe content of the message must be memorable and it must be able to create change and spur action. This can be the most difficult of the three agents o
f change, since not all ideas are important enough to spur others into action. This area that requires serious review before going ahead with a new idea. What makes the new idea, product, message or behavior memorable? How will it create change? What action is it suggesting?This "stickiness" applies to any new idea, whether it is in science, health or any other type of business, or a spiritual setting. The same rules apply since people are the same, whatever the message.3. Power of ContextGladwell claims that behavior is a function of social context. Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur. An epidemic can be tipped by the smallest detail of the immediate environment. That is an important statement. The smallest detail can affect any new idea or product. This is particularly true today, in a time of economic distress, when certain messages will be effective that would not have been listened to years ago.Gladwell
also comments on a Rule of 150, which refers to the fact that for a new idea to be effective, the group may be as small as 150. The point is that it doesn't take a large group to initially begin a new idea. The internet today makes this rule even more effective. The internet also reinforces the fact that ideas do spread like viruses.Finding and reaching the right people who have social power and understanding the social environment, one can shape the presentation of new information to improve its "stickiness." Understanding the importance of the size of the group furthers improves its receptivity.

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