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The Tipping Point


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  • 1. The Tipping Point How little things can Make a Big Difference. By Malcolm Gladwell
  • 2. Malcolm Gladwell
    • He was born in England and graduated from the University of Toronto, Trinity College, with a degree in history .
    • Malcolm Gladwell has been a staff writer with The New Yorker magazine since 1996.
    • The author of two international best seller books : The tipping point and The Blink .
    • in 2005 he was named one of Time Magazine's 100 Most Influential People.
  • 3. The Author : Malcolm Gladwell
  • 4. The Characteristics
    • Little things can have big effect
    • Contagiousness (Big or Mass)
    • One Dramatic Moment (The change happens not gradually)
  • 5. The tipping point characteristics Time Effect
  • 6. Rules of Epidemic Agent CARRIER Appropriated Environment : is a function of the people who transmit infection agent in appropriated environment
  • 7. Social Epidemic
    • หาว …
  • 8.  
  • 9.  
  • 10. The Three Rules of Contagious The Law of the few The Power of The Context The Stickiness
  • 11. The Law of the Few
    • 80/20 Principle : a tiny percentage of people do the majority of the work.
    • A handful of exceptional people
  • 12. Paul Revere and his midnight ride
    • April 18, 1775
    • Lead to “ American Revolution”
    • He was members of as many groups.
    • He was a networker and so on (59).
    A Connector
  • 13. The Hush Puppies Famous
    • 1994-1995
    • The classic brush-suede shoes became popular.
    • A handful of kids then spread to two Fashion designers .
    A Connector
  • 14. Mark Alpert and his Mavenist
    • He knows things that the rest of us don’t.
    • He solves his own problems – his own emotion needs by solving other people’s problem.
    • A wonderful unselfish man.
    • He is a Market
  • 15. The Studies of Persuasion
    • The bias of newscasters to America president election.
    • The persuasion for raising the university tuition.
  • 16. What makes Persuasion so effective.
    • Little things can make as much of a difference as big things.
    • Non-verbal cues are as or more important than verbal cues. (78-79)
    • Persuasion often works in ways that we do not appreciate.
  • 17. The Law of the Few
    • Connector : Know many kinds of People and a lot of people.
    • Maven : One who accumulate knowledge, Unselfish and Not persuader
    • Saleman : Persuader
  • 18. The Stickiness
    • Quality (92-93)
    • So Cool
    • Memorable -> a message makes an impact.
    • Create change -> Spark someone to act.
  • 19. The Stickiness
    • Sesame street, Blue’s Clue Show.
    • The Tetanus fear experiment.
  • 20. The power of the context
    • Bernie Goetz : a symbol of a dark moment in New York History.
    • 1980 : The rise and fall of New York crime ,2000 murders and 600,000 /a year.
    • Epidemic of violence.
  • 21. The power of the context
    • You can prevent crimes just by scrubbing off graffiti and arresting fare-beater.
    • The broken window theory.
  • 22. The power of Context (Part Two)
    • The Magic Number (One hundred and fifty)
      • “ Ya-Ya sisterhood” became the best seller book.
      • Gore Associates based in Delware. Try to get under 150 limit. If over it sets up a new plant.
  • 23. Case study : Rumors, Sneaker, and The power of translation
    • Airwalk 1997.
    • The spread of hybrid seed corn in Green country, IOWA, 1930-1938
    • How to spread a new idea.
    • 3 groups : The innovator -> early adopter -> the early majority
  • 24. Case study : Suicide
    • Epidemic Suicide Among Micronesian adolescents
    • 1980s,There were more suicides per capita in Micronesia than anywhere in the world.(217)
    • Suicide lead to suicide.
  • 25. Case study : The teen smoking epidemic illustrate the stickiness.
    • Two possibilities for against the smoking epidemic.
      • 1986s,The correlation between smoking and depression or emotional problem.(244-245)
      • The addiction threshold (4-6 mg. of nicotine).  un-sticky cigarette
  • 26. Conclusion : Focus, test and believe
    • The tipping point looked for the stories like ; (small but smart)
      • Sadler worked on prevention of DM and breast cancer.
    • Start epidemics requires concentrating ( Focus ) on a few key.
    • Reframe the way we think about the world
  • 27. Conclusion : Focus, test and believe
    • Those who are successful at creating epidemics do not just do what they think is right but they test their intuitions.
    • What must underlies successful epidemics is a bedrock belivf that change is possible.
  • 28. Conclusion
    • Tipping points are
    • : a reaffirmation of the potential for change and the power of intelligent action.