The Tipping Point

My last birthday v. offered me "The Tipping Point," a book by Malcom Gladwell about the laws of social epidemics, and how they can be used in marketing campaigns, education or even reduce crime rates..

"The possibility of sudden change is at the center of the idea of the Tipping Point -- big changes occurring as a result of small events."

Gladwell presents three rules to have in account when looking at a social epidemic. First, the Law of the Few, says that you don't need many people to spread a message, you only need to hit individuals with very special personalities. Gladwell calls them Connectors, Mavens and Salesmen. The second rule, the Stickiness Factor, says that the message to be transmitted must be memorable, sticky, catchy. It has to be transmitted in such a way that will stick to your mind almost without you noticing. Last, the Power of Context, says that context is far more relevant than most of us wish to believe; and if you have to make sense of something, you have to look at it having its context in account.

Though these rules seem quite straight forward, Malcom Gladwell brilliantly explains their use through real events and how much impact they have when used together.

Thanks v. for such wonderful reading.