The Tipping Point (PowerPoint download)

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					       The Tipping Point
How little things can Make a Big Difference.


            Malcolm Gladwell
    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.
The Author : Malcolm Gladwell
The Characteristics

      Little things can have big effect

      Contagiousness (Big or Mass)

      One Dramatic Moment
       (The change happens not gradually)
The tipping point characteristics

                 Rules of Epidemic
: is a function of the people who transmit infection agent
in appropriated environment

              Agent           CARRIER

Social Epidemic

The Three Rules of Contagious

      The Law     The
         of    Stickiness
       the few

          The Power of
         The Context
The Law of the Few

   80/20 Principle : a tiny percentage
    of people do the majority of the
   A handful of exceptional people
Paul Revere and his midnight ride
   April 18, 1775
   Lead to “American Revolution”
   He was members of as many
   He was a networker and so on (59).

          A Connector
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
Mark Alpert and his Mavenist

   He knows things that the rest of us
   He solves his own problems – his
    own emotion needs by solving other
    people’s problem.
   A wonderful unselfish man.
   He is a Market
The Studies of Persuasion

   The bias of newscasters to America
    president election.

    The persuasion for raising the
    university tuition.
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-
    Persuasion often works in ways
     that we do not appreciate.

      The Law of the Few

   Connector : Know many kinds of People
    and a lot of people.

   Maven : One who accumulate knowledge,
    and Not persuader

   Saleman : Persuader
The Stickiness
   Quality (92-93)
   So Cool
   Memorable -> a message makes an
   Create change -> Spark someone to
The Stickiness
   Sesame street, Blue’s Clue Show.

   The Tetanus fear experiment.
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.
The power of the context

   You can prevent crimes just by
    scrubbing off graffiti and arresting

   The broken window theory.
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.
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 -> early
    adopter -> the early majority
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.
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
       The addiction threshold (4-6 mg. of
        nicotine).  un-sticky cigarette
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
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.
   Tipping points are

:    a reaffirmation of the
    potential for change and
    the power of intelligent

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