Tipping point book by malcolm gladwell - book summary


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I read this book couple of years ago and I am summarizing it from my underlining, etc. I am summarizing the main points. The book is full of examples and studies for each point presented. I believe this book is really talking about what and how a movement takes place. It is written for business executives and relates to marketing, but applies to all potential movements. The main question asked is what can we do to deliberately start and control positive epidemics and movements of our own?

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Tipping point book by malcolm gladwell - book summary

  1. 1. Brief Book Summary Mamata Sampath
  2. 2. Malcolm Gladwell • Malcolm Gladwell is a British-born Canadian journalist, author, and pop sociologist, based in New York City. • He has been a staff writer for The New Yorker since 1996. • He is best known for his books : •The Tipping Point •Blink •Outliers •What the Dog Saw: And Other Adventures Mamata Sampath
  3. 3. The Tipping Point• The Tipping Point is that dramatic moment when little causes drive the unexpected to become expected and propel the idea of radical change to certain acceptance. Mamata Sampath
  4. 4. The Tipping PointThe Tipping Point = Epidemics • Contagious agents to spread the message • Sticky ideas/messages/productions Mamata Sampath
  5. 5. Rules Of Epidemics• The Law of the Few: A tiny percentage of people do the majority of the work to build momentum• The Stickiness Factor: Stickiness means that a message makes an impact – it’s memorable• The Power of Context: Human beings are a lot more sensitive to their environment than they seem Mamata Sampath
  6. 6. The Law of the Few:The Connectors Mavens Salesman Mamata Sampath
  7. 7. Connectors, Mavens and Salesman • Connectors: People with a special gift for bringing the people together . Proximity overpowers similarity; we associate with those who occupy the same spaces we do . The acquaintance /“weak tie” – is a friendly but casual social connection. • Mavens: Information specialists or “Market Mavens” Often pay close attention to price/quality differences in products. Mavens are databanks – they provide the message. • Salesmen: Those with the skills to persuade us when we are unconvinced of what we are hearing .On some level, salesmen cannot be resisted. Mamata Sampath
  8. 8. The Stickiness Factor• The Stickiness Factor: This refers to a unique quality that compels the phenomenon to “stick” in the minds of the public and influence their future behavior. “Often counterintuitive, or contradictory to the prevailing conventional wisdom” Mamata Sampath
  9. 9. The Power of Context • Trends - “tip” into mass popularity due to the Power of Context. The Broken Window Theory : Mamata Sampath
  10. 10. The Power of Context-The Magic Number One Hundred and Fifty • In order for a trend to tip into massive popularity, large numbers of people need to embrace it. However, Gladwell points out that groups of certain sizes and certain types can often be uniquely conducive to achieving the tipping point. • Groups of less than 150 members usually display a level of intimacy, interdependency, and efficiency. Ex: Reading habits, Social Media, etc. Mamata Sampath
  11. 11. The Case Study • Associate the factors and variables that influence the public’s perception of "coolness.“ / of their self • Ex: LOreal Mamata Sampath
  12. 12. Focus, Test, Believe ! “band-aid” approach : A solution that treats symptoms, rather than underlying problems. A low-key approach that can, over time, build to a tipping point of massive popularity and influence. Mamata Sampath
  13. 13. New Concepts: “Band-aid” approach Charismatic People Theory Broken windows Favoritism Power of few Mamata Sampath
  14. 14. Brief Take Away• Tipping points are a reaffirmation of the potential for change and the power of intelligent action.• We are powerfully influenced by our surroundings, our immediate context, and the personalities of those around us.• There is a great deal of the feeling of hopelessness around us, but we can greatly improve that by manipulating the size of the group whereby we can drastically improve their receptivity.• By tinkering with the presentation of information we can significantly improve its stickiness and remembrance.• Simply by finding and reaching those few special people who hold so much social power we can shape the course of social epidemics. Mamata Sampath
  15. 15. Thank You Mamata Sampath