What is the Tipping Point?That magic moment when an idea, trend or socialbehaviour crosses, tips and spreads like wildfire.
Three Agents of Change1. The Law of the Few2. The Stickiness Factor3. The Power of ContextThese provide a direction for how to go aboutreaching a tipping point.
The Law of the FewSuccess of any kind of social epidemic is heavily dependent onthe involvement of people with a particular and rare set of socialgifts:• Connectors - Know many kinds of People and a lot ofpeople – SOCIAL GLUE – SPREAD MESSAGE• Mavens - They accumulate knowledge and have thesocial skills to start word-of-mouth epidemics. Unselfishand Not persuader - DATA BANKS – PROVIDE THEMESSAGE• Salesmen - They persuade us - CHARISMATICConcentrate resources on connectors, mavens, and salesmen
The Stickiness Factor• How to make messages more contagious; how toreach as many people as possible with theidea/service/product.• To make a message so memorable that it sticks insomeone’s mind and compels them to act.• The key to getting people to change their behaviour.• There is a simple way to package information thatunder the right circumstances can make it irresistible.All you have to do is find it.
The Power of Context Small changes in context can be just as important intipping epidemics. We are exquisitely sensitive to change in context. If you want to bring about a fundamental change inpeople’s behaviour, a change that would persist andserve as an example to others, you need to create acommunity around them, where their beliefs can bepracticed, expressed and nurtured. In order to create one contagious movement, youhave to create many small movements first.