The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell will help you rewire and see through a different lens.
For every fashion trend, new idea, pop hit or popular diet — there always comes the tipping point when the movement or idea becomes known to all people. The Tipping Point explores this moment.
But, how does one manufacturer a tipping point moment?
Find the Connectors, Salesmen and Mavens
In The Tipping Point, Malcolm Gladwell identifies three types of people who are the key to creating a tipping point moment that spreads to the world — connectors, salesmen, and mavens.
The connectors are those who promote ideas and trends to the large masses, salesmen share contagiously, and mavens add your campaign to collective, shared culture and know how to get information to the public.
To create a movement, ensure you meet and engage with these three types of rare people — also known as the Law of the Few.
Only things of worth, tip.
Another concept introduced in The Tipping Point is one simple fact — if you want to have a tipping point, if you want to be known, if you want to be viral; that product, person or trend needs to be notable. This is referred to as “The Stickiness Factor” – what makes a message memorable, something of worth and value.
Nothing makes a tipping point if it’s forgettable.
What we learn from anything in the past that’s gone viral, whether it’s Furby’s or Katy Perry, those magic, viral moments were created because of support from connectors, salesmen, and mavens and offered memorable value to people.
Learn from the best and forget the rest.
As you work to create notable, viral moments in a marketing campaign — remember to test and try in your market and retry if something doesn’t work. Whether a videographer or journalist — not all work is perfect on the first try.
