The Tipping Point by Malcolm Gladwell first interested me when I was considering what exactly it is that makes something “go viral” or what it is when society suddenly changes direction. Obviously viral marketing is something we are keenly interested in with our business where we specialise in making our Customers business opportunities become reality.
The Tipping Point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.
from The Tipping Point, by Malcolm Gladwell
The book is obviously well researched but at the same time an easy read with interesting anecdotal evidence, studies and situations that are easily related to and, therefore, fascinating. I knocked it over in a couple of days.
The Tipping Point discusses trends in the same context as a virus or epidemic. We’re introduced to the world of Connectors, Mavens, and Salesmen, concepts like the Stickiness Factor, the power of 150 and the power of Context. We find out why, or more importantly how, crime waves that have rocked a city for a decade suddenly stop, how unfashionable shoes suddenly reemerge as hip, and why teenagers still smoke.
I’m not sure that I’ve come away from reading this with any defined or tangible course of action but, at work we often discuss what kind of people we need to be in order to succeed, and even more the kind of people we need to employ going forward. Looking at scenarios in the book I’m inspired by some of the personality types, behaviours and subtle approaches marketing people take to identifying niche trends and then, in sometimes unexpected ways, get these trends into the mainstream.
Ultimately the Tipping Point makes it clear that small things can, and do, make a big difference. It’s inspiring and thought provoking. Good for stimulating your business strategy thinking. I recommend reading it.
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