Grabbing hold of change. Introduction Snickers

Grabbing hold of change

Grabbing hold of change

Introduction

Snickers

The need for change

Tipping Point

• Hush puppies• Small things, big change• Virus and contagion

Hush puppies

• NYC 1994, 1995

Virus and contagion

• Yawning• Piece of paper folded 50 times

– Distance to the sun (and back)• Epidemics

– The people who transmit• Tipping point - jolt out of equilibrium

– The infectious agent itself– The environment

Managing change

The law of the few

• Connectors– Six degrees of separation

• 1960s• Chain letter• Stanley Milgram• Omaha, Nebraska 160 people• Name and address of stockbroker• Send on to one person who might actually know the stockbroker• Five or six steps• Critical learning - the last contacts were often the same

• Mavens– someone who accumulates information and wants to share it with you– Everyday low price'– Interested and curious about everything - in detail– Not obnoxious - an information broker

• Salesmen– Persuasive personality– The facts - and many answewrs– Charm, energy and enthusiasm

Six degrees of separation

• 1960s• Chain letter• Stanley Milgram• Omaha, Nebraska 160 people• Name and address of stockbroker• Send on to one person who might actually

know the stockbroker• Five or six steps• Critical learning - the last contacts were often

the same

The stickiness factor

• Fitting things into your life - practical, personal and memorable

• Sesame street / Blue Peter - hold the attention and then educate

• Package information in the right way and it will be irresistable

The power of context

• Context has to be right– Paul Revere

• We are sensitive to changes in context - exquistely sensitive

• The power of 150 - Hutterites in America, Gore of Gore Tex– Knowing people well enough that what they think

of you matters• In order to create one contagious

movemnent, you have to create many small movements first

The new challenge