The Tipping Point ~Malcolm Gladwell

1. The Tipping Point~Malcolm Gladwell How To Start a Revolution Dalyce Armstrong, Barinder Atwal, Derek Campbell, Brad Vandenberg & Christian Watson

2. Why Are You Here? • What is a ‘Tipping Point’? • Why you NEED to care • The Pieces: • The Stickiness Factor • The Law of a Few • Connectors • Mavens • Salespeople • The Magic Number 150 • The Ultimate Conclusion

3. A Tipping Point Is… • One Dramatic Moment of Critical Mass • The “Boiling Point” • Where Unexpected becomes Expected • Characteristic of Modern Change

4. Tipping Points… • ‘Tip’ due to a few select carriers • Ideas and Messages spread like viruses • Rapid geometric progression to infinity • A function of those who transmit them • Small Changes Large Effects

5. Why Should You Care? Change is an Epidemic… Why Not Start Your Own?

6. The Stickiness Factor • We live in the Age of Information • Many networks that connect us to the world • We shut ourselves off to noisy channels • Society is becoming numb • Messages just don’t stick like they used to

7. It Needs to Stick • The goal is to get ideas to pass the barrier and make the message distinct • Messages have certain characteristics that make them remain active in the recipients mind • It needs to make an impact and stick

8. Message Construct • The message must have right timing and have the right context • Recipient needs to become a participant, not just an audience • You must know what drives the recipient and tailor it to them • Stickiness Sample

9. Package it Right • The content and packaging of a message needs to be right • Message must be replaced and tweaked several times before tiny changes cause the message to become sticky • Must entice, not repel, to look deeper • We tend to act on things that are personnel • The Present • You must use strategic foresight • New ways of communicating must be found

10. Have the Right Target • There is a narrow line between an epidemic that tips and one that does not • Know who the best recipient is to spread the message

11. The Law of the Few • Epidemics • Simple Start • Nature of Messenger • Word of mouth • Rumours • Mavens • Connectors

12. Mavens • Information Specialists • Problem Solvers • Databanks • Persuasion • Knowledge • Collaborate with connectors • “Computer Hubs”

13. Connectors • People Specialists • Special gift of bonding • Know many people • Social Connections • Acquaintances • Occupy different worlds • “Weak tie” • Trendsetters • Salespeople

14. Social Glue • Spreads the message • Internet • A majority of the world is connected • Email • Spreads the message quickly • Builds Relationships • http://www.myspace.com • http://www.youtube.com

15. Spreading the Message • Verbal Clues • Persuasion • Non-verbal Clues • “Interactional Synchrony” • Motor Mimicry • Emotions • Emotionally Contagious

16. Example: Yawning • Malcolm Gladwell • Yawning • Powerful Act • Stimulus • Causes other people to yawn • Ever-widening, yawning circle

17. Marketing Diagram

18. The Magic Number 150 • The Maximum Amount of Friends • Brain is hardwired to pay attention to about 150 people • The larger the neo-cortex, the larger the group you associate with

19. The Magic Number 150 • The ones you would feel most comfortable with • You would come uninvited for a drink • Any increase in the 150 creates a burden

20. The Magic Number 150 • Robin Dunbar found that the average hunter gatherer society contains 148.4 people. • Same holds true for Hutterites • When a colony becomes larger then 150 people, they separate into 2 colonies.

21. The Magic Number 150 • Peer pressure is much more persuasive then a vague concept of a boss.

22. Gore Associates • Responsible for Gore-tex and various technology cables. • Plants are no larger then 150 • Only 150 parking spaces constructed

23. Conclusion • The ‘Tipping Point’ • The Stickiness Factor • The Law Of The Few • Connectors • Mavens • Salespeople • The Magic Number 150

24. Any Questions??