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The writer compares the information spread with a virus.
The writer emphasizes that both these processes are two sides of the same coin, subordinated to the same rules.
The principles of “The Law of the Few,” “The Stickiness Factor,” and “The Power of Context” work equally effectively; they are either implemented to tip new shoes or beauty salon.
The Tipping Point has gained something of a cult status in marketing – as the black book of 21st Century Marketing.
But what does Malcolm Gladwell’s influential bestseller actually advocate, and how can it be applied to real world marketing? Using 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 ‘tipping point’ for a product – the moment when a domino effect is triggered and an epidemic of demand sweeps through a population like a virulent virus.
Although 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: The implication from The Tipping Point is that we should develop products to fit this ‘sticky’ profile, because these are the critical success factors that can have a massive impact on sales.
Finally, the spread of an epidemic will depend on whether the context is right.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.So there you have it, the three-point Tipping Point plan for creating a hit: “The Law of the Few”, “The Stickiness Factor” and “The Power of Context”. First results are very encouraging with Unilever, Procter & Gamble, Ford, Pepsi, Microsoft, Siemens and Apple all significantly accelerating sales with Tipping Point initiatives.The main idea of this book is that people are influenced greatly by their surrounding, which includes the impact of other individuals, as well as the peculiarities of the environment.That is why Gladwell’s ideas are relevant and topical.The performance of agents’ transistors is measured by how many people, in what ways they contact, and how effective these contacts are.The second factor is the quality of agents (how contagious the virus is), and the third one is the environment, in which the given process takes place.Gladwell identifies three key types of infectious opinion leaders with whom you should seed your product at launch: An epidemic spreads when the contagious agent, the product, is naturally infectious, or ‘sticky’ to use the broadcasting term.A show is ‘sticky’ when we don’t 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.The given book depicts the ways to excel in all business fields.Furthermore, it helps to understand the prime causes of human interaction and thus becomes “a tipping point” on the way to facilitate the life of society.