Tipping Point Readers Guide

Tipping Point Readers Guide - The Tipping Point Reading...

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The Tipping Point Reading Guide Introduction 1. The Tipping Point is that magic moment when an idea, trend or social behavior crosses a threshold, tips, and spreads like wildfire. At what point does it become obvious that something has reached a boiling point and is about to tip? 2. 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. If we agree that we are all, at heart, gradualists, our expectations set by the steady passage of time, is it reassuring to think that we can predict radical change by pinning their tipping points? Can we really ensure that the unexpected becomes the expected? ♦♦♦ 1. The Three Rules of Epidemics The Law of the Few 3. The 80/20 Principle states that in any situation roughly 80 percent of the “work’ will be done by 20 percent of the participants. This idea is central to the Law of the Few theory where a tiny percentage of people do the majority of work. But say you took those 20 people who do all the “work” away, would changes or epidemics never occur or would the next 20 people step into that role and assume the position of “workers”? Is one born an exceptional person, a ‘one of the few,’ or could someone eventually learn how to become a member of this exceptional group? Stickiness Factor: 4. Stickiness means that a message makes an impact and doesn’t go in one ear and out the other. Take a simple, every day example of this. Think about a song that you couldn’t get out of your head or that television commercial you still remember from when you were a kid. Could you pinpoint what it is you think makes them “sticky?” The Power of Context: 5. This says that human beings are a lot more sensitive to their environment than they may seem. How attuned are you to your environment and its effect on you? Have you felt your mood change because of the surroundings even if it’s as subtle as standing near a couple in a bitter argument or being in a cluttered, messy bedroom? ♦♦♦ 2. The Law of the Few 6. Would you rather see a film, eat at a restaurant or shop at a store on hearing from a friend that it’s good or do you prefer to go in ‘blind’ with no expectations? Is the word-of- mouth phenomenon a strictly organic process or can it be manipulated? By this, I mean, do products circulate via word-of-
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mouth solely based on their merit and impact on the consumer or is it possible for marketers to create buzz from people paid to do so? Would this work or would this fail as soon as the ‘word’ got beyond the ‘fixed’ transmitters? 7. Connectors -- the kinds of people who know everyone and possess special gifts for bringing the world together. What kind of careers and job titles would you expect Connectors to have? Connectors are defined by having many acquaintances, a sign of social power, but do you think a Connector privileges quantity over quality? How do Connectors embody the maxim “it’s not what you know but who you know?” 8. Maven – means one who
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This note was uploaded on 04/13/2008 for the course CIS 112 taught by Professor Kearns during the Spring '06 term at UPenn.

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Tipping Point Readers Guide - The Tipping Point Reading...

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