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Introduction
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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