The Tipping Point

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The Tipping Point

  1. 1. The Tipping Point How little things can Make a Big Difference. By Malcolm Gladwell
  2. 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's 100 Most Influential People. </li></ul>
  3. 3. The Author : Malcolm Gladwell
  4. 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. 5. The tipping point characteristics Time Effect
  6. 6. Rules of Epidemic Agent CARRIER Appropriated Environment : is a function of the people who transmit infection agent in appropriated environment
  7. 7. Social Epidemic <ul><li>หาว … </li></ul>
  8. 10. The Three Rules of Contagious The Law of the few The Power of The Context The Stickiness
  9. 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>
  10. 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
  11. 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
  12. 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
  13. 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>
  14. 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
  15. 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>
  16. 18. The Stickiness <ul><li>Quality (92-93) </li></ul><ul><li>So Cool </li></ul><ul><li>Memorable -> a message makes an impact. </li></ul><ul><li>Create change -> Spark someone to act. </li></ul>
  17. 19. The Stickiness <ul><li>Sesame street, Blue’s Clue Show. </li></ul><ul><li>The Tetanus fear experiment. </li></ul>
  18. 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>
  19. 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>
  20. 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>
  21. 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 -> early adopter -> the early majority </li></ul>
  22. 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>
  23. 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>
  24. 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>
  25. 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>
  26. 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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