The document discusses Malcolm Gladwell's concept of the "tipping point", which is when an idea or trend gains widespread popularity through small changes. It identifies three factors that can help reach a tipping point: 1) the law of the few, where a few influential people adopt an idea and spread it through their social networks; 2) stickiness factor, which makes an idea memorable and compelling; and 3) power of context, where environmental factors influence an idea's spread. Reaching the tipping point requires identifying influential people, creating sticky messages, and understanding the social context. Minor adjustments can have major impacts on an idea's popularity.

1. The Tipping Point
Done by-
Jobin George 68
Joe Prakash 69
Joseph Dominic 70
Jyoti Dixit 71

2. 2
WHAT IS TIPPING POINT?
 The tipping point is that magic moment when an idea, trend, or
social behaviour crosses a threshold and subsequently spreads with
incredible speed through society.
 Just as a sick individual in a crowded store can start an epidemic of
the flu, so too can a small but precisely targeted push start a
fashion trend or cause the popularity of a new restaurant to take off
overnight, or cause crime or drug use to taper off.
 In The Tipping Point, Gladwell shows how very minor
adjustments in products and ideas can make them more likely to
become immensely popular.
 He reveals how easy it is to cause group behaviour to tip in a
desired direction by making small changes in the immediate
environment.

3. Three Agents of Change (Epidemic)
1. The Law of the Few
Hush puppies
80% of the problem created by 20 % of the people
Baltimore – syphilis
2. The Stickiness Factor
Pneumocystic carinii pneumonia – Goudsmith – Hospital for midwives –
Swedish Barrack – Coal miner - Husband – Wife – child-
unsterilized needles and syringes
Winston tip cigarette(1954) – “Winston tastes good like a cigarette
should”
3. The Power of Context
1964 – kitty Genovese – social psychologists – 38 witness – Abe
Rosenthal – New York times
These provide a direction for how to go about reaching a
tipping point.

4. 1. The Law of the Few:
 An epidemic begins when a few highly infectious individuals become viral
vectors for a product or idea by adopting it themselves and spreading the word.
 Stanley Milgram – 160 people – Omaha – Nebraska – who work in Boston live in
Sharon, Massachusetts – six degree of separation – stockbroker.
 Connection happens through known people.
 Sesame Street
 subway shooter Bernie Goetz
 Economists often talk about the 80/20 Principle,
which is the idea that in any situation roughly 80 percent
of the 'work' will be done by 20 percent of the participants

5.  Connectors - There are the connectors, networked
people who know seemingly everyone and who
can make or break reputations on their word alone
56% - Personal connection found their job
18.8% - Formal means (Advertisements)
20% applied directly
 Mavens - There are the mavens, people who
acquire such detailed knowledge of a product that
others turn to them repeatedly for advice
 Salesmen - Then there are the salesmen, those
whose enthusiasm for a product can send its sales
spiralling upward.

6. 2. 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.
 Straightforward
 The real stickiness factor is to get the attention of the
consumers to stop, read and remember.

8. Implication
 The Tipping Point is that we should develop products
to fit this ‘sticky’ profile, because these are the critical
success factors that can have a massive impact on
sales.

9. 3. The Power of Context
(Part 1)
 Bernie Goetz and the Rise and Fall of New York city
crime.
 Epidemics are sensitive to conditions and circumstances
of the time and places in which they occur. This is
called the Power of Context.
 It is not clear that crime follows the rule of epidemics.
 ‘Broken Windows Theory’
 Power of Context says you don’t have to solve the big
problems to solve crime.

10. 3. The Power of Context
(Part 2)
 Unexpected success of Rebecca Wells novel:
‘Divine Secrets of the Ya-Ya Sisterhood’.
 Groups play a critical role in social epidemics.
 Small, close-knit groups have the power to
magnify the epidemic potential of a message or
idea
 Rule of 150
 Case of Gore Associates.

11. Case Study
 Airwalk – Skateboarders
 Bruce Ryan and Weal Gross Analysis – Hybrid Seed – Greene
Country – Iowa – 1930
 Chasm (Early adopters & Early majority)
 Psychology of rumour – sociologists Gordon Allport
 Man becomes spy
 Asian became Chinese
 Sightseeing became espionage
 Guidebook became camera
Al Crispo

13. Case study
 Reasons for suicide
 Sima’s reason – Papa sent me away – Farewell!
 Other’s reasons – Saw girlfriend’s with another boy, No extra
dollars for beer, Parents didn’t buy a graduation gown, small
dispute with brother. Imitation.
 Actual reason- embedded in the local culture. As the number of
suicides have grown, the idea has fed upon itself, infecting younger
and younger boys, and transforming the act itself
13
• Permission-giving
• Connection between Micronesian’s teen suicides
and teen smoking in America?
• Steps to curb teenage smoking? Make sure that
experimentation doesn't have serious consequences.
• Chippers
• Addiction Thresholds
• Correlation between smoking and depression
• Peers & parents

14. CONCLUSION:
 Merely by manipulating the size of a group, we can dramatically improve its
receptivity to new ideas.
 By tinkering with the presentation of information, we can significantly
improve its stickiness.
 Finding and reaching those few people who hold so much social power, we
can shape the course of social epidemics
 Tipping point are a reaffirmation of the potential for change and the power of
intelligent action.
“World around you may seem like immovable - but its not, with the
slight push in just the right place – it can be tipped”

15. THANK YOU