Paperback: 304 pages
Publisher: Back Bay Books; Reprint edition (January 7, 2002)
Language: English
ISBN-10: 0316346624
ISBN-13: 978-0316346627
This book talks about how social epidemics occur. It applies to fashion trends, crime rates, technology adoption etc. It is particularly interesting to note how it can affect the results of marketing strategies and ‘tipping’ your sales to super-volumes.
Gladwell highlights 3 rules of social epidemics. (1) The Law of the Few, (2) Stickiness Factor and (3) the Power of Context.
The Law of the Few highlights 3 types of people who contribute most to the ‘tipping’ due to their characteristics – the connectors (social glue), mavens (data banks) and salesmen. Connectors are people who have extensive networks (especially to influential others) and most people can somehow link back to these few people within their own networks. Mavens (educators and helpers) are informational experts in their own fields and exert a considerable force in the markets because they pass on information to others. Salesmen (persuaders) are excellent non-verbal communicators who convinces others of the information.
The Stickiness factor is about the product/information itself. It is about creating a connection between the product and the people, getting them involved emotionally. It is also about presentation, practicality and being personal to the target audience. One thing that still sticks to many is Sesame Street, even to adults.
The Power of Context reveals that events are largely shaped by environment. Symbolism is key. Even the smallest things affect action due to what they represent. They give cues to people. The Zimbardo Prison experiment is a good example given. It also sheds light on how people can be so different with other groups of people and in different situations. Organisations may like to take note the human capacity to handle relationships for effectiveness.150 is the best maximum size for a ‘close-knit’ group for most to know each other.
There were numerous interesting examples the book tells to illustrate the concepts. Definitely an excellent read.
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