Roel S. Tolentino is a general surgery professor who specializes in surgical oncology. The document summarizes key points from Malcolm Gladwell's book "The Tipping Point" including: - Epidemics can start from small changes due to a tipping point being reached - Social epidemics are driven by connectors, mavens, and salesmen who spread ideas - For an idea to spread widely it needs stickiness, like how Sesame Street used techniques to engage children - Context plays a role as groups can influence social norms and magnify the spread of an idea.

2. Roel S. Tolentino, MD, MBA,Roel S. Tolentino, MD, MBA, FPCS, FPCS, FPSGS, FPSO,FPCS, FPCS, FPSGS, FPSO,
FMOSPFMOSP
General Surgery – Surgical OncologyGeneral Surgery – Surgical Oncology
Surgery Professor Level IVSurgery Professor Level IV
Personal Development CoachPersonal Development Coach

3. The Author : Malcolm Gladwell

4. Malcolm Gladwell
• born in England and graduated with a degree in history.
• has been a staff writer with The New Yorker magazine since
1996.
• in 2005 he was named one of Time Magazine's 100 Most
Influential People.

5. Effects of Tipping Points
• Regained popularity of Hush Puppies
• Decreased crime rates in NYC

6. Beginning of Epidemics
Contagious Behavior
• little things have big effects
• change is not gradual but one dramatic
moment are principals of an epidemic

10. First shown Sept 9, 2015, almost empty theaters
Second week – numbers of theaters were reduced to half
*****grossed PHP 28,997,673 in only 4 days for Week 2
***** Sept. 20 – grossed PHP 13,211,476

15. Beginning of Epidemics and The Tipping
Point
• one dramatic moment in an epidemic,
when everything changes at once is called
the Tipping PointTipping Point
• Sudden Change is at the center of the
Tipping Point

16. • 80% of the 'work' will be done by 20% of the participants.
• 20% of criminals commit 80% percent of crimes.
• 20% of motorists cause 80% of all accidents.
• When it comes to epidemics, a tiny percentage of
people do the majority of the work.

17. Geometric Progression

18. Geometric Progression

19. The Tipping Point
• Moment of critical mass, the threshold, the
boiling point
• Unexpected becomes expected

20. Two Main Questions
• Why is it that some ideas or behaviors or
products start epidemics and others don’t?
• What can we do to deliberately start and
control positive epidemics of our own?

21. Epidemics are a function of:
a) the people who transmit infectious
agents
b) the infectious agent itself
c) environment in which the infectious
agent is operating.

22. Tipping Point Occurs When…
“change has occurred in one (or two
or three) of those areas.”

23. Epidemic
a) People with HIV
b) HIV is virulent and is not eliminated
c) High promiscuity in the area

24. Chapter 1: The Three Rules of Epidemics
• Only takes a small changesmall change to shatter an
epidemics equilibrium
• More than one wayMore than one way to tip an epidemic
• When an epidemic’s equilibrium tips its
because something has happenedbecause something has happened,
some change has occurred

25. Social Epidemics
• Law of the FewLaw of the Few: driven by efforts of a handful of
exceptional people
• Stickiness FactorStickiness Factor: specific ways of making a
contagious message memorable
• Power of ContextPower of Context: human beings are more
sensitive to our environment then we may seem

26. Chapter 2: The Law of the Few
• People critical to social epidemics
• Connectors, Mavens and Salesmen
• Word of Mouth Epidemic
• Success of any kind is dependent on the
involvement of people with a particular set
of social gifts

27. ConnectorsConnectors
•Know lots of people
•Introduce us to our social circles
•Special gift of bringing people together

30. MavensMavens
• one who accumulates knowledge
• information specialists
• Not many people compare prices; rely on
Mavens
• Have info on a lot of different products,
prices, and places

32. SalesmenSalesmen
• Those with the skills to persuade us when
we are unconvinced of what we are hearing
• Salesmen cannot be resisted

35. ConnectorsMavens Salesmen
• Data banks
• Provide the
message
• “Social glue”
• Spread the
message
• Skills to persuade
us when we are
unconvinced of
what we are hearing
• Are as critical to the
“tipping” of word-of-
mouth epidemics as
the other two

36. ConnectorsMavens Salesmen
• Data banks
• Provide the
message
• “Social glue”
• Spread the
message
• Skills to persuade
us when we are
unconvinced of
what we are hearing
• Are as critical to the
“tipping” of word-of-
mouth epidemics as
the other two

37. ConnectorsMavens Salesmen
• Data banks
• Provide the
message
• “Social glue”
• Spread the
message
• Skills to persuade
us when we are
unconvinced of
what we are hearing
• Are as critical to the
“tipping” of word-of-
mouth epidemics as
the other two

38. Chapter 3: The Stickiness Factor
& Sesame Street
• Target was 3-5 year olds
• “Virus” she wanted to spread was literacy
• Hope was that the show could become educational Tipping Point

39. Chapter 3: The Stickiness Factor
& Sesame Street
What made Sesame Street so successful?
• They scientifically observed children on their watching habits.
• They noted what segments the children would be distracted and
when would be attentive.

40. The Quality of Stickiness
• If you can hold the attention of children, you can educate them
• Kids watch when they understand and look away when they are
confused

41. Chapter 3: The Stickiness Factor
Blue’s Clues
What Made Blue's Clues Better?
• Shorter show length
• Smaller cast
• Punctuated Pauses
• Repetitive showings

45. McDonalds, Pizza Hut,
KFC, Wendy’s and
Popeyes use red in their
logos to stimulate
hunger.

46. • Red increases heart rate, blood
pressure, and stimulates impulse
eating.
• Goal is volume.
• They want to get diners in and out
quickly.

50. Stickiness

52. • the set of facts or circumstances that
surround a situation or event

53. Chapter 4: The Power of Context (Part One)
Trends - “tip” into mass popularity due to
the Power of Context
The Broken Window Theory :

54. Chapter 4: The Power of Context (Part One)
Crime rates and offenses in NYC

56. Chapter 4: The Power of Context (Part Two)
• Groups have a critical role in social
epidemics.
• They create peer pressure and social
norms that influence the beginnings
of epidemics.

57. Chapter 4: The Power of Context (Part Two)
• The spread of any new and
contagious ideology has a lot to do
with the skillful use of group power.
• Small, close-knit groups have the
power to magnify the epidemic
potential message or idea.

58. Social Epidemic Examples
Divine Secrets of the Ya-Ya Sisterhood
by Rebecca Wells
Tipping Point
•Inspired emotion, reflection,Inspired emotion, reflection,
and discussion for groups ofand discussion for groups of
women in “book-groups”women in “book-groups”

60. Human Limitations
6-7 numbers only6-7 numbers only

73. Other stories
Epidemic of Suicides in
Micronesia

77. 627,358 drug pushers and addicts surrender

78. Other stories
• bupropion - Zyban
Smoking is associated with depression.

80. #kilig factor

81. • Most watched youtube clip
• Countless parodies
• Horse Dance/unusual singer
• K pop culture

82. Gangnam Style
• September 20th, 2012:
Guinness World Records holder for the
most likes on YouTube.
• $4 million from YouTube for Psy in 2012

83. ESSENTIALS OF TIPPING POINTS
•Law of the Few
•The Stickiness Factor
•The Power of Context

86. SEPT. 20, 2016
Tuesday
430-545 pm
UNTV Channel