THE TIPPING POINT PRESENTATION BY MALCOLM GLADWELL

The Tipping Point The Tipping Point is a biography of an emergence of an idea  Fashion  Crime Waves  Word of Mouth  Hush Puppies  Airwalk  Paul Revere

THE HUSH PUPPIES CASE Outdated Hush Puppies shoes in 1993 In 1993 Sales of 30,000 pairs In 1995 Sales of pairs Marketing Cost: $0 What happened in such a short time?

The Case of Crime in New York City In the 80’s New York City had one of the worst crime rates achiving its highest in In 1995 the crime rate had decended to 66%. How is it that something with deep roots and with a very complex history has fallen so rapidly?

Those cases are very similar to an epidemic Biological and social epidemics have a lot of things in comon:  They are caused by very few but very active people  The contagious agent has to have the power of being very resistant.  The environment where the epidemic takes place has a lot of influence in the result

THE THREE RULES OF THE TIPPING POINT (understanding an epidemic) The Law of a few The Stickiness Factor The Power of Context

The Law of a Few Required Social Characteristics: Paul Revere vs. William Dawes  The Conector  The Mavens  The Salesman

CONNECTORS People with the ability to connect two worlds. They know a lot of people that belive in them. They know very influencial people in the different networks. They have a lot of imagination. They are gregarious and very sociable. PAUL REVERE

Mavens People specialized in information gathering. We go to them when we are facing challenges in areas they are prominent. They love to read a lot, they enjoy giving advice, they feel motivated by helping others. MARK ALPERT

SALESMAN People find them very funny and listen to them. They are very charming and carismatic. They are very passsionate, They know how to use the power of persuasion TOM GAU

THE LAW OF A FEW (The nature of the messanger) A handful of kids and Hush Puppies Paul Revere Syphilis in Baltimore

The Stickiness Factor Sesame Street Paul Revere’s message Made To Stick

The Importance Context (Part 1) Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur  Bernie Goetz  Subway cars in NYC  Broken windows and crime

Crime as an Epidemic Crime roots are very deep, psychological problems.  Social  Poverty  Personality  Genes  Violence  Moral failures  Lack of values

Crime as an Epidemic The theory of the broken window and the importance of context: The confrontation in the metro had less to do with psychological and social problems of Goetz and the robbers and more to do with the messages of the graffiti and disorder. Solve crime: clean the metro.

The Importance of Context (Part 2) The Magic Number of 150  The Devine Secrets of The Ya Ya Sisterhood  Being talked about in groups  Gore  150 person limit in a building

Conclusion to Epidemics The law of the few: concentrate resources on connectors, mavens, and sellers. Human communication rules are not necessarily obvious Our environment affect us much more powerfully that what we think.

Other Case Studies The case of the Stanford Prison experiment. AIRWALK The case of the good Samaritan Princeton experiment. Needles in Blatimore heroin addicts Breast Cancer in Baltimore Suicide in Micronesia Adolescent smokers

How do we utilize connectors, mavens and sellers We need TRANSLATORS

Translators Translators take highly specialized ideas and information; then translate them into a language the rest of us can understand.

HOW ARE YOU TRANSLATING YOUR COMPANY VISION?