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The Tipping Point

The Tipping Point. Three Rules of The Tipping Point . 1. The Law of the Few 2. The Stickiness Factor 3. The Power of Context These provide a direction for how to go about reaching a tipping point. The Law of the Few. Connectors

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The Tipping Point

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  1. The Tipping Point Al Crispo

  2. Three Rules of The Tipping Point 1. The Law of the Few 2. The Stickiness Factor 3. The Power of Context These provide a direction for how to go about reaching a tipping point. Al Crispo

  3. The Law of the Few • Connectors People with a special gift of bringing the world together – SOCIAL GLUE – SPREAD MESSAGE • Mavens They accumulate knowledge and have the social skills to start word-of-mouth epidemics – DATA BANKS – PROVIDE THE MESSAGE • Salesmen They persuade us Al Crispo

  4. The Law of the Few • Connectors Paul Revere • Word of mouth is still the most important form of human communication (p. 32). Best bar / restaurant in town Al Crispo

  5. The Stickiness Factor • Your change models – the theme is the stickiness factor - Remember what your learned • Sesame Street vs. Blues Clues Al Crispo

  6. The Power of Context Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur – the context, p. 139 • Laser disk, CD and DVD • Ethanol or fuel cells or ? • Video/telephones Al Crispo

  7. The Power of Context “Character is more like a bundle of habits and tendencies and interests, loosely bound together and dependent, at certain times, on circumstance and context,” p. 163. “The convictions of your heart and the actual contents of your thoughts are less important, in the end, in guiding your actions than the immediate context of your behavior,” p. 165. True in extreme situations? True in work situations? True in personal situations? Al Crispo

  8. The Rules of The Tipping Point • Making an idea or attitude or product tip can be done through the influence of special kinds of people. That’s the Law of the Few. • It can be done by changing the content of communication, by making a message so memorable that it sticks in someone’s mind and compels them to action. That is the Stickiness Factor. • But we need to remember that small changes in context can be just as important in tipping epidemics. Ch. 4 Al Crispo

  9. Change Agents • Rosa Parks • Martin Luther King Jr. • Connectors • Mavens • Salesmen Al Crispo

  10. Changes • Innovators adventurous • Early adopters opinion leaders • Early majority big companies • Late majority these 2: deliberate & skeptical mass • Laggards stragglers Cheese • Sniff • Scurry • Haw • Hem Al Crispo

  11. Connectors, Mavens, & Salesmen • They are the translators • They take ideas from innovators and get them understood and accepted by the masses • To make an idea contagious, they level it, dropping extra details and exaggerating other details to give more meaning to the message Al Crispo

  12. Contagiousness vs. Stickiness • Contagiousness is in larger part a function of the messenger • Stickiness is primarily a property of the message, p. 234 Al Crispo

  13. Smoking vs. Suicide • Young people will experiment. • But you can’t experiment with suicide – once is all it takes. • Paying attention to the tipping points of the addiction process can lead to a less sticky form of smoking (nicotine threshold, depression, lure of who smokes). Al Crispo

  14. Lessons of the Tipping Point • Starting epidemics requires concentrating resources in a few key areas. Concentrate resources on connectors, mavens, and salesmen (Law of the Few) p. 255-256. Al Crispo

  15. Lessons of the Tipping Point • We are influenced by our surroundings, our immediate context, and the personalities of those around us p. 258-259. With the slightest push in just the right place, the world can be tipped p. 259. Al Crispo

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