1. 1 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.

2. 2 The Tipping Point The magic number is? Seven (7) One hundred and fifty (150). Connectors A small number of exceptional people do the work Mavens Credible, information specialists who create the message Power of Context Small changes in context can tip epidemics – “Broken Window Theory” Salesmen Skills of persuasion and emotionally contagious

3. 3 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.