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

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