The Tipping Point

What is the Tipping Point?

That magic moment when an idea, trend or social behaviour crosses, tips and spreads like wildfire.

Three Agents of Change

1. The Law of the Few

2. The Stickiness Factor

3. The Power of Context

These provide a direction for how to go about reaching a tipping point.

The Law of the FewSuccess of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts:

• Connectors - Know many kinds of People and a lot of people – SOCIAL GLUE – SPREAD MESSAGE

• Mavens - They accumulate knowledge and have the social skills to start word-of-mouth epidemics. Unselfish and Not persuader - DATA BANKS – PROVIDE THE MESSAGE

• Salesmen - They persuade us - CHARISMATIC

Concentrate resources on connectors, mavens, and salesmen

The Stickiness Factor

• How to make messages more contagious; how to reach as many people as possible with the idea/service/product.

• To make a message so memorable that it sticks in someone’s mind and compels them to act.

• The key to getting people to change their behaviour.• There is a simple way to package information that

under the right circumstances can make it irresistible. All you have to do is find it.

The Power of Context

Small changes in context can be just as important in tipping epidemics.

We are exquisitely sensitive to change in context. If you want to bring about a fundamental change in

people’s behaviour, a change that would persist and serve as an example to others, you need to create a community around them, where their beliefs can be practiced, expressed and nurtured.

In order to create one contagious movement, you have to create many small movements first.