{"id":230,"date":"2010-03-29T00:00:00","date_gmt":"2010-03-28T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/the-tipping-point-speed-summary\/"},"modified":"2019-11-19T16:38:17","modified_gmt":"2019-11-19T16:38:17","slug":"the-tipping-point-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/the-tipping-point-speed-summary\/","title":{"rendered":"The Tipping Point Speed Summary"},"content":{"rendered":"<ul>\n<li><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-830\" title=\"tippingpoint\" src=\"\/wp-content\/uploads\/2019\/11\/tippingpoint.jpg\" alt=\"\" width=\"264\" height=\"400\" \/>The Tipping Point: How Little Things Can Make a Big Difference<\/li>\n<li>Author:\u00a0Malcolm Gladwell<\/li>\n<li>Publisher:\u00a0Little Brown<\/li>\n<li>Publication date:\u00a0\u00a02000<\/li>\n<\/ul>\n<p>The Tipping Point has gained something of a cult status in marketing \u2013 as the black book of 21st Century Marketing. \u00a0But what does Malcolm Gladwell\u2019s influential bestseller actually advocate, and how can it be applied to real world marketing?<\/p>\n<p>The Tipping Point is a book about how hits happen. \u00a0Using the science of epidemics, Gladwell shows how small actions at the right time, in the right place, and with the right people can create a \u2018tipping point\u2019 for a product \u2013 the moment when a domino effect is triggered and an epidemic of demand sweeps through a population like a virulent virus. \u00a0For example, Hush Puppies \u2018tipped\u2019 in 1993, when a few fashion-forward hipsters from Soho New York started wearing the languishing brand again. \u00a0This triggered a chain reaction that cascaded though the US, increasing sales 70-fold and creating a word of mouth epidemic. \u00a0Using the three basic laws of epidemics, Gladwell outlines a simple three-point plan to get your product to its own tipping point.<\/p>\n<h3>1. \u00a0The Law of the Few<\/h3>\n<p>An epidemic begins when a few highly infectious individuals become viral vectors for a product or idea by adopting it themselves and spreading the word. Gladwell identifies three key types of infectious opinion leaders with whom you should seed your product at launch:<\/p>\n<ul>\n<li>Mavens are opinion leading consumer experts who spread influence by sharing their knowledge with friends and family. \u00a0Mavens are gate-keepers of innovation diffusion because their adoption patterns are respected by peers as informed decisions.<\/li>\n<li>Connectors are a second type of opinion leading consumer, deriving their influence not through expertise, but by their position as highly connected social network hubs. \u00a0As centres of social gravity, around whom people cluster, connectors are popular people who have a viral capacity to showcase and advocate new products.<\/li>\n<li>Salesmen are the third type of opinion leading influencer, people with the power of persuasion. \u00a0They are naturally charismatic and contagious consumers \u2013 who often work in sales &#8211; whose enthusiasm rubs off on those around them.<\/li>\n<\/ul>\n<h3>2. \u00a0The Stickiness Factor<\/h3>\n<p>An epidemic spreads when the contagious agent, the product, is naturally infectious, or \u2018sticky\u2019 to use the broadcasting term. \u00a0A show is \u2018sticky\u2019 when we don\u2019t want to switch channels, and Gladwell gives examples from television and books to show how small tweaks to increase relevance, talk-ability and memorability can have a massive effect on success. \u00a0Although he does not address consumer products more generally, the recent meta-analysis of a wide range of cult brands in the Journal of Product Management (2000) shows us the ten critical factors that make any product sticky or infectious:<\/p>\n<ul>\n<li>Uniqueness: clear one-of-a-kind differentiation<\/li>\n<li>Aesthetics: perceived aesthetic appeal<\/li>\n<li>Association: generates positive associations<\/li>\n<li>Engagement: fosters emotional involvement<\/li>\n<li>Excellence: perceived as best of breed<\/li>\n<li>Expressive value: visible sign of user values<\/li>\n<li>Functional value: helps goal attainment<\/li>\n<li>Nostalgic value: evokes sentimental linkages<\/li>\n<li>Personification: has character, personality<\/li>\n<li>Cost: perceived value for money<\/li>\n<\/ul>\n<p>The implication from The Tipping Point is that we should develop products to fit this \u2018sticky\u2019 profile, because these are the critical success factors that can have a massive impact on sales.<\/p>\n<h3>3. The Power of Context<\/h3>\n<p>Finally, the spread of an epidemic will depend on whether the context is right. \u00a0Ideas and products that fit the context into which they are launched spread fast and wide, whilst others that don\u2019t fit their context, don\u2019t spread. \u00a0For example, a wave of crime in the New York subway was halted by simply removing the graffiti from trains and clamping down on fare-dodging. \u00a0The context changed and so did the people. \u00a0This power of context provides marketers with a powerful new strategy for the development of new products: Target contexts before you target consumers. \u00a0Consumers are contextual chameleons and will adopt your product if it fits the context, situation or occasion in which they find themselves. \u00a0It also means that consumers are more highly susceptible to influence at the point of purchase than we might think \u2013 underlining the critical importance of Point of Purchase promotions and personal selling. Whilst volume and price promotions will always work well in the purchase context, think about how you could integrate the six psychological principles of influence into promotions and promotional materials.<\/p>\n<ul>\n<li>Scarcity: Our minds are hardwired to value scarce resources, so limit availability of the promotion or your product<\/li>\n<li>Majority: The herd instinct is very much alive, so use the power of lists to show how your product is no 1, and watch the crowds follow<\/li>\n<li>Authority: The brain is automatically predisposed to copying the behaviour of authorities, so show how your product is the preferred choice of category authorities<\/li>\n<li>Beauty: We may not like it but we have an automatic reflex to think good looking people make good choices \u2013 so associate your product \u00a0with the choices of beautiful people<\/li>\n<li>Reciprocity: We have evolved to reciprocate favours, so do something for the buyer, and improve your chances of getting bought<\/li>\n<li>Consistency: The human mind automatically prefers to be consistent with past choices, so show how your product is consistent with the choices they\u2019ve already made<\/li>\n<\/ul>\n<p>So there you have it, the three-point Tipping Point plan for creating a hit: &#8220;The Law of the Few&#8221;, &#8220;The Stickiness Factor&#8221; and &#8220;The Power of Context&#8221;. \u00a0Does the formula work? \u00a0First results are very encouraging with Unilever, Procter &amp; Gamble, Ford, Pepsi, Microsoft, Siemens and Apple all significantly accelerating sales with Tipping Point initiatives. \u00a0Already adopted as the 21st century cult book of marketing, The Tipping Point is providing marketers with an exciting new approach to the successful development and launch of innovations.<\/p>","protected":false},"excerpt":{"rendered":"<p>The Tipping Point: How Little Things Can Make a Big Difference Author:\u00a0Malcolm Gladwell Publisher:\u00a0Little Brown Publication date:\u00a0\u00a02000 The Tipping Point has gained something of a cult status in marketing \u2013 as the black book of 21st Century Marketing. \u00a0But what does Malcolm Gladwell\u2019s influential bestseller actually advocate, and how can it be applied to real [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2038,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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