The document outlines three rules of the tipping point: 1. The Law of Few - Key people like Connectors who know many people and Mavens who actively collect information can start word of mouth. 2. The Stickiness Factor - Information needs to be repeated at least 6 times to be remembered, like commercials. Coca-Cola's 1992 Olympics sponsorship had unmemorable commercials. 3. Power of the Content - Content is king, like how the Broken Windows Theory shows one small issue left unchecked can signal a lack of care and increase larger problems.

1. TIPPING POINT
Malcolm Gladwell

2. THREE RULES OF THE TIPPING POINT
1. The Law of Few
2. The Stickiness Factor
3. Power of the Content

3. The Law of Few
• Two roles are key for the successful sharing information:
(i) CONNECTOR-is someone who knows many people
(i) MAVEN-is someone who is active in collecting/processing
information (different sources). Shortly, it’s a person who
accumulates the knowledge. MAVEN has a skills to start word of
mouth.

4. The Stickiness Factor
• What we do when we want to memorize something? Repeating the
sentence over and over again loudly. The same is with commercials.
There is a maxim in advertising business that advertisement must be
seen at least 6 times before anyone remembers it!
• Coca-Cola paid $32 million for official sponsorship of Olympic Games
1992. Only 12% of viewers were aware that, another 5% were
thinking Pepsi was real sponsor! Research says, whenever you have 4
different commercials of 15’’ in 2 and half mins, the results is 0!
*For the better result than 12%, Coca-Cola missed something sticky in
commercials

5. POWER OF THE CONTENT
• Content is a KING
• Power of the Content = Broken Window Theory
* Broken Window Theory- if the window is broken and no one repairs
it, people will conclude that no one takes care in that neighborhood
which will lead and increase the rate of crime