Tag Archives: marketing

‘The Tipping Point’ by Malcolm Gladwell

The Tipping Point

BOOK REVIEW of ‘The Tipping Point’ by Malcolm Gladwell

This book addresses the phenomena of epidemics in behaviour. It’s premise is that there are certain types of people that start, broaden and continue certain trends in a particular way that is almost formulaic.

These are Connectors, Mavens and Salespeople – all of which play their part in translating and transmitting the mesage from the Innovators of the world.

Connectors: “These people who link us up with the world, who bridge Omaha and Sharon, who introduce us to our social circles – these people on whom we rely on more heavily than we realize – are Connectors, people with a very special gift of bringing people together.”

Mavens: “A Maven is a person who has information on a lot of different products or prices or places. This person likes to initiate discussions with consumers and respond to requests … they like to be helpers in the marketplace. They distribute coupons. They take you shopping. They go shopping for you … This is the person who connects people to the marketplace and has the inside scoop on the marketplace.”

Salespeople: “Mavens are data banks. They provide the message. Connectors are social glue: they spread it. But there is also a select group of people – Salespeople – with the skills to persuade us when we are unconvinced of what we are hearing, and they are as critical to the tipping of word-of-mouth epidemics as the other two groups.”

Things I learned from this book include…

Stickyness – a product or service must be of such quality and usefulness that it lives up to the hype of the reporting of it by the Mavens and Connectors. It must create involvement (engagement) of the target audience.

The Sesame Street Lesson – Kids tune out when things get confusing, even things designed to be exciting (to adults) proved to be confusing to kids and they switched attention. Lesson: know your audience, understand how they want to consume your content and in what situations are they most open to receiving your message.

Which peronality trait are you aiming at? – Studies have shown that children will lie and cheat depending on the circumstances of a situation. Therefore personality traits are not set in stone. Don’t expect adults to be any different, if you’re trying to create an epidemic around your product or service understand the personality traits of your audience as they’re in the situation they come in to contact with your communication, or, news of it via the Mavens, Connectors and Salespeople.

Fundamental Attribution Error – We are more intelligent about human situations than abstract ones, which is maybe why human based stories capture our attention. Gladwell writes: “(FAE) …is a fancy way of saying that when it comes to interpreting other people’s behaviour, human beings invariably make the mistake of overestimating the importance of fundamental character traits and underestimating the importance of the situation or context.” He concludes that there seems to be a mental sleight of hand that helps us reduce the complexity of decision making.

Unfortunately, this usually means our decisions only appear to be rational.

The Power of 150 – The human neocortex ratio of the brain = 150. This means the maximum number of genuine social relationships we can handle is approx. 150. Gore Co. (makers of Goretex) limit the number of employees working in it’s buildings to around 150 for this reason, they find that people function more efficiently, happily and innovatively in groups no larger than this. Mormons split their communities once they reach 150 into two groups of approx. 75. The military have found that units of soldiers operate optimally at 200 or below.

Lastly, Gladwell hypothesises that understanding tipping points when it comes to things like cigarette addiction could have significant impact. Trying to curb the initial usage of cigarettes by youngsters is pointless. No amount of persuasion over the decades has made much difference because of the rebellious nature of teenagers.

He suggests that curbing the stickyness (or addiction) is needed – IE: reduce the nicotine levels to make addiction less likely.

The concepts in this book require some deep thought and can be applied to all walks of life not just marketing. For instance his story of crime reduction on the New York subways simply by cleaning up graffiti is inspirational.

On a thought provoking basis I give this book 8 out of 10.

Enjoy

Stu

🙂

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Filed under Book reviews, Success, Uncategorized

How to get ‘that thing’ done – Today!

August 15th of my book: ‘How To Change Your Life One Day At A Time‘.

Take the opportunity today to learn the GOLF lesson.

If you’ve ever felt like you don’t have enough time to get everything done that you need to do on a daily basis then try this strategy devised by the Internet Marketing/Property genius – Dean Jackson. In a nutshell Dean identifies 4 Reactive Activator areas common to most of us:

1. Email   2. The phone   3. People   4. Thoughts

These are the most common distractors we face daily. Dean devised the GOLF strategy to combat them (and allowed me to share the process in my book).

Goal – set yourself a task you want to complete

Optimal Environment – go to where you’re most likely to get that done

Limited Distractions – remove anything that will distract you, phones, computers, etc.

Fixed Timescale – set a timer for how long you need

The analogy is that if you decided to play a round of golf you’d have to set aside approx. 4 hours of your time to do that. Whilst you’re playing golf for 4 hours you’re not able to email, or phone, or get bugged by colleagues (as long as you turn your mobile device off). The tricky part is eliminating your thought distractions. For this he suggests spending 50 minutes writing down as many thoughts as you can, big, small, weird, irrelevant, important – whatever! This now reduces the chance you will have a rogue thought distract you while you’re doing your task.

I can’t do this justice here without writing a few pages so I suggest you check out his video (if it’s still available) at:

http://bit.ly/nBVvaw

In it he explains and clarifies the whole process.

Me & Dean at last year's event in Phoenix

Me & Dean at last year’s event in Phoenix

Enjoy

Stu

:)

PS: Sign up to my daily thought provoking  ’Ponders, Quotes and Questions‘ emails at my NEW blog by putting your email in the box you’ll see there: http://howtochangeyourlifeblog.com

PPS: Buy yourself, OR someone else, a copy of my book right here on Amazon: http://amzn.to/1ahfW7R (you’ll see my listing right at the top – it’s the cheapest place to get copies at the moment and YES they’re brand new AND signed).
36 GOLD Star reviews so far!

4 Comments

Filed under Goals, Self help, Self Improvement, Success