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

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

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

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

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

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

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

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 SampleStickiness Sample

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

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

The Law of the Few Epidemics –Simple Start –Nature of Messenger Word of mouth Rumours Mavens Connectors

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

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

Social Glue Spreads the message Internet –A majority of the world is connected – Spreads the message quickly Builds Relationships – –

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

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

Marketing Diagram

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

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

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

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

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

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

Any Questions??