Presentation on the famous book "The Tipping Point" which reveals the importance that it beholds in today,s world.

1. The Tipping Point
~Malcolm Glad well
How To Start a Revolution
By Arif Ali
MBA, Kaziranga University.

2. Malcolm Gladwell
• Malcolm Gladwell is a British-born
Canadian journalist, author.
• He has been a staff writer for The New
Yorker since 1996.
• He is best known for his books :
•The Tipping Point
•Blink
•Outliers
•What the Dog Saw: And Other
Adventures

3. A Tipping Point Is…
• The Tipping Point is that dramatic
moment when little causes drive the
unexpected to become expected and
propel the idea of radical change to
certain acceptance.
• Where Unexpected becomes Expected
• Characteristic of Modern Change

4. Tipping Points…
• Ideas and Messages spread like
viruses
• Rapid geometric progression to
infinity
• A function of those who transmit
them
• Small Changes Large Effects

5. The Tipping Point
The Tipping Point = Epidemics
• Contagious agents to spread the message
• Sticky ideas/messages/productions

6. Why Should You Care?
Change is an Epidemic…
Why Not Start Your Own?

7. Rules Of Epidemics
• The Stickiness Factor: Stickiness means that a
message makes an impact – it’s memorable
• The Law of the Few: A tiny percentage of
people do the majority of the work to build
momentum
• The Power of Context: Human beings are a lot
more sensitive to their environment than they
seem

8. The Stickiness Factor
• We live in the Age of Information
– Many networks that connect us to the
world
– We shut ourselves off to noisy
channels
– Society is becoming numb
• Messages just don’t stick like they
used to

9. • The Stickiness Factor: This refers to a unique
quality that compels the phenomenon to “stick”
in the minds of the public and influence their
future behavior.
“Often counterintuitive, or contradictory to the
prevailing conventional wisdom”

10. It Needs to Stick
• The goal is to get ideas to pass the
barrier and make the message
distinct
• Messages have certain
characteristics that make them
remain active in the recipients mind
– It needs to make an impact and stick

11. Message Construct
– The message must have right timing
and have the right context
– Recipient needs to become a
participant, not just an audience
– You must know what drives the
recipient and tailor it to them

12. Package it Right
• The content and packaging of a
message needs to be right
– Message must be replaced and tweaked
several times before tiny changes cause the
message to become sticky
• Must entice, not repel, to look deeper
– We tend to act on things that are personnel
• The Present
– You must use strategic foresight
– New ways of communicating must be found

13. Have the Right Target
• There is a narrow line between an
epidemic that tips and one that
does not
– Know who the best recipient is to
spread the message
Trends - “tip” into mass popularity due
to the Power of Context.

14. The Power of Context-
The Magic Number One Hundred and
Fifty
• In order for a trend to tip into massive popularity, large
numbers of people need to embrace it. However, Gladwell
points out that groups of certain sizes and certain types can
often be uniquely conducive to achieving the tipping point.
Groups of less than 150 members usually display a
level of intimacy, interdependency, and efficiency.
Ex: Reading habits, Social Media, etc.

15. The Law of the Few
• Epidemics
– Simple Start
– Nature of Messenger
• Word of mouth
• Rumours
• Mavens
• Connectors

16. The Law of the Few:
The Connectors
Mavens
Salesman

17. Connectors, Mavens and Salesman
• Connectors: People with a special gift for bringing the
people together . Proximity overpowers similarity; we
associate with those who occupy the same spaces we
do . The acquaintance /“weak tie” – is a friendly but
casual social connection.
• Mavens: Information specialists or “Market Mavens”
Often pay close attention to price/quality differences in
products. Mavens are databanks – they provide the
message.
• Salesmen: Those with the skills to persuade us when
we are unconvinced of what we are hearing .On some
level, salesmen cannot be resisted.

18. Mavens
• Information Specialists
• Problem Solvers
• Databanks
• Persuasion
• Knowledge
• Collaborate with connectors
• “Computer Hubs”

19. Connectors
• People Specialists
– Special gift of bonding
– Know many people
– Social Connections
• Acquaintances
– Occupy different worlds
• Trendsetters
• Salespeople

20. Social Glue
• Spreads the message
• Internet
– A majority of the world is connected
– Email
• Spreads the message quickly
• Builds Relationships

21. Spreading the Message
• Verbal Clues
– Persuasion
• Non-verbal Clues
– “Interactional Synchrony”
– Motor Mimicry
• Emotions
• Emotionally Contagious

22. Example: Yawning
• Yawning
– Powerful Act
– Stimulus
– Causes other people to yawn
– Ever-widening, yawning circle

23. Marketing Diagram

24. The Magic Number 150
• The Maximum Amount of Friends
– Brain is hardwired to pay attention to
about 150 people
– The larger the neo-cortex, the larger
the group you associate with

25. The Magic Number 150
• The ones you would feel most
comfortable with
– You would come uninvited for a drink
• Any increase in the 150 creates a
burden

26. The Magic Number 150
• Robin Dunbar found that the
average hunter gatherer society
contains 148.4 people.
• Same holds true for Hutterites
– When a colony becomes larger then
150 people, they separate into 2
colonies.

27. The Magic Number 150
• Peer pressure is much more
persuasive then a vague
concept of a boss.

28. Gore Associates
• Responsible for Gore-tex and
various technology cables.
• Plants are no larger then 150
• Only 150 parking spaces
constructed

29. Brief Take Away
• Tipping points are a reaffirmation of the potential for
change and the power of intelligent action.
• We are powerfully influenced by our surroundings, our
immediate context, and the personalities of those around
us.
• There is a great deal of the feeling of hopelessness
around us, but we can greatly improve that by
manipulating the size of the group whereby we can
drastically improve their receptivity.
• By tinkering with the presentation of information we can
significantly improve its stickiness and remembrance.
• Simply by finding and reaching those few special people
who hold so much social power we can shape the
course of social epidemics.

30. THANK YOU