THE TIPPING POINTPRESENTATION

BY MALCOLM GLADWELL

The Tipping PointThe Tipping Point is a biography of an emergence of an idea

Fashion Crime Waves Word of Mouth

Hush PuppiesAirwalkPaul Revere

THE HUSH PUPPIES CASE

Outdated Hush Puppies shoes in 1993

In 1993 Sales of 30,000 pairs

In 1995 Sales of 430.000 pairs

Marketing Cost: $0

What happened in such a short time?

The Case of Crime in New York City

In the 80’s New York City had one of the worst

crime rates achiving its highest in 1990.

In 1995 the crime rate had decended to 66%.

How is it that something with deep roots and

with a very complex history has fallen so

rapidly?

Those cases are very similar to an epidemic

Biological and social epidemics have a lot of things in comon:

They are caused by very few but very active people

The contagious agent has to have the power of being very resistant.

The environment where the epidemic takes place has a lot of influence in the result

THE THREE RULES OF THE TIPPING POINT (understanding an epidemic)

The Law of a few

The Stickiness Factor

The Power of Context

The Law of a Few

Required Social Characteristics:Paul Revere vs. William Dawes

The Conector

The Mavens

The Salesman

CONNECTORS

People with the ability to connect two worlds. They know a lot of people that

belive in them. They know very influencial people in the different

networks. They have a lot of imagination. They are gregarious and

very sociable.

PAUL REVERE

Mavens

People specialized in information gathering. We go to them when we are

facing challenges in areas they are prominent. They love to read a lot, they enjoy giving advice, they feel motivated

by helping others.

MARK ALPERT

SALESMAN

People find them very funny and listen to them. They are very charming and carismatic. They are very passsionate,

They know how to use the power of persuasion

TOM GAU

THE LAW OF A FEW(The nature of the messanger)

A handful of kids and Hush Puppies

Paul Revere

Syphilis in Baltimore

The Stickiness Factor

Sesame Street

Paul Revere’s message

Made To Stick

The Importance Context (Part 1)

Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur

Bernie Goetz Subway cars in NYC Broken windows and crime

Crime as an Epidemic

Crime roots are very deep, psychological problems.

Social Poverty Personality Genes Violence Moral failures Lack of values

Crime as an Epidemic

The theory of the broken window and the importance of context:

The confrontation in the metro had less to do with psychological and social problems of Goetz and the robbers and more to do with the messages of the graffiti and disorder.

Solve crime: clean the metro.

The Importance of Context (Part 2)

The Magic Number of 150

The Devine Secrets of The Ya Ya Sisterhood

Being talked about in groups

Gore

150 person limit in a building

Conclusion to Epidemics

The law of the few: concentrate resources on connectors, mavens, and sellers.

Human communication rules are not necessarily obvious

Our environment affect us much more powerfully that what we think.

Other Case Studies

The case of the Stanford Prison experiment.

AIRWALK

The case of the good Samaritan Princeton experiment.

Needles in Blatimore heroin addicts

Breast Cancer in Baltimore

Suicide in Micronesia

Adolescent smokers

How do we utilize connectors, mavens and

sellers

We need TRANSLATORS

Translators

Translators take highly specialized ideas and information; then

translate them into a language the rest of us can understand.

HOW ARE YOU TRANSLATING YOUR COMPANY VISION?