The Tipping Point is an ambitious book that explores how ideas spread and why some messages are more contagious than others. Filled with scores of examples, Gladwell focuses on the inflexion point of where an idea translates into a mass epidemic.
The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.
The Big Idea
Gladwell seeks to explain how ideas can be passed like viruses, how ideas reach a 'tipping point' when many people start adopting them and how this exponential growth of these ideas often takes us by surprise.
He starts by asking these two simple questions:
- Why some trends achieve exponential popularity while others fade into oblivion?
- What can we do to deliberately start and control positive trends of our own?
Tipping Point is the name given to that one dramatic moment in an epidemic when everything can change all at once. Gladwell explains that epidemics happen when the right people encounter a potent idea under favourable circumstances.
Examples of Epidemics:
- Resurgence of the popularity of Hush Puppies
- Rise in teen suicide in Micronesia
- Syphilis epidemic of Baltimore
Gladwell argues that these epidemics are caused by three agents of change:
1. The Law of Few
When it comes to epidemics, the disproportionality of the 80/20 Principle becomes even more extreme. The 20% people consist of :
- Connectors (people who can mix across many groups. He uses Paul Revere as an example),
- Mavens (Most often motivated by the need to share knowledge and to help people — they are the early adopters of any industry), and
- Salesmen (Persuasive people with the ability to sell ideas, products, and behaviours easily. They find the best way to make an argument, regardless of what it is.)
Paradox of the epidemic: that in order to create one contagious movement, you often have to create many small movements first.
2. The Stickiness Factor
The stickiness factor is the ability of certain things to capture our attention and stay in our mind compared to others. Examples of good sticky concepts are Sesame Street and Blues Clues.
It spoke to people. It’s sticky.
3. The Power of Context
Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur.
How to use the tipping point framework to increase your social media marketing efforts?
Step 1 — The Law of Few
- Know your niche (demographics, psychographics, behaviours and geographics, etc).
- Find out where and what are they spending time (blogs, Facebook, youtube, twitter, etc). Use it to market your product.
- Are your customers generally connectors, mavens or sales people? (Are you empowering them to do their job better?)
- Identify your influencers. Make them your customers. Find, thank and energize your influencers to create great word of mouth marketing.
Step 2 — The Stickiness Factor
Any idea, product or service can be made sticky by using these points:
- Uniqueness (e.g. The Nest)
- Aesthetics or perceived appeal (e.g. Apple)
- Positive associations with pre-existing brands with great appeal (e.g. Happens with movies — think great actors)
- Emotional engagement (e.g Story of Karen Klein)
- Excellence or the last of a breed (e.g. vintage clothes and antiques)
- Expressive value (e.g. diamonds)
- Nostalgic value (e.g. Neverland Ranch, late MJ’s house)
- Cost (e.g. Walmart)
Step 3 — The Power of Context
As a marketer, it’s better to target context before targetting customers. So, on top of promotion, marketers can use these elemets of influence to create context:
- Scarcity — showing that your product is limited in quantity
- Majority — showing that your product is popular
- Authority — show that your product is valued by the influencers to show that you have the authority
- Beauty — associate your product with good looking people as people assume good looking people make good choices
- Reciprocity —giving your customer value even before the purchase is made (Evernote and Fitrocracy have great business models based on this)
- Consistency —giving a great experience over and over again. It builds trust which in turn influence customers.
Tweet These Quotes
- A book is a living and breathing document that grows richer with each new reading.
- Emotion is contagious.
- And once the advice became practical and personal, it became memorable.
Thanks for reading this far! If you got value out of this book digest, it would mean a lot to me for you to scroll down a bit farther and hit the recommend button.
SK lives in Kuala Lumpur, Malaysia. He is a coffee addict who happens to write about productivity, entrepreneurship and lifehacks at sathyvelukunashegaran.com.