The Tipping Point How little things can make a big difference:- That one dramatic moment in an epidemic when everything can change all at once Products, messages and behaviours spread like viruses They need contagious agents who present ‘sticky’ messages.

The Tipping Point Power of Context The magic number is? Connectors A small number of exceptional people do the work Mavens Credible, information specialists who create the message Salesmen Skills of persuasion and emotionally contagious Power of Context Small changes in context can tip epidemics – “Broken Window Theory” The magic number is? One hundred and fifty (150).

The Tipping Point Conclusions Concentrate on a few key areas focusing on Connectors, Mavens and Salesmen Do not rely on intuition alone – test your assumptions and work to get a ‘sticky’ message Social change is possible: with the slightest push, just in the right place, an epidemic can be tipped. Intuition