The document discusses the concept of the "tipping point", which is when an idea or trend spreads rapidly through a population. It identifies three key factors that help drive ideas to a tipping point: 1) the law of the few, which states that a small number of influential people like connectors, mavens, and salesmen are critical to spreading ideas; 2) the stickiness factor, which is making ideas memorable and compelling enough to motivate action; and 3) the power of context, where small changes to social environments and communities can significantly impact behavior change. Reaching a tipping point requires leveraging these three agents of change.

1. The Tipping Point

2. What is the Tipping Point?
That magic moment when an idea, trend or social
behaviour crosses, tips and spreads like wildfire.

3. Three Agents of Change
1. The Law of the Few
2. The Stickiness Factor
3. The Power of Context
These provide a direction for how to go about
reaching a tipping point.

4. The Law of the Few
Success of any kind of social epidemic is heavily dependent on
the involvement of people with a particular and rare set of social
gifts:
• Connectors - Know many kinds of People and a lot of
people – SOCIAL GLUE – SPREAD MESSAGE
• Mavens - They accumulate knowledge and have the
social skills to start word-of-mouth epidemics. Unselfish
and Not persuader - DATA BANKS – PROVIDE THE
MESSAGE
• Salesmen - They persuade us - CHARISMATIC
Concentrate resources on connectors, mavens, and salesmen

5. The Stickiness Factor
• How to make messages more contagious; how to
reach as many people as possible with the
idea/service/product.
• To make a message so memorable that it sticks in
someone’s mind and compels them to act.
• The key to getting people to change their behaviour.
• There is a simple way to package information that
under the right circumstances can make it irresistible.
All you have to do is find it.

6. The Power of Context
 Small changes in context can be just as important in
tipping epidemics.
 We are exquisitely sensitive to change in context.
 If you want to bring about a fundamental change in
people’s behaviour, a change that would persist and
serve as an example to others, you need to create a
community around them, where their beliefs can be
practiced, expressed and nurtured.
 In order to create one contagious movement, you
have to create many small movements first.