4/16/2020 Al Crispo 1

Three Rules of The Tipping Point
4/16/2020
1.
The Law of the Few
2.
The Stickiness Factor
3.
The Power of Context
These provide a direction for how to go about reaching a tipping point.
Al Crispo 2

4/16/2020

Connectors


People with a special gift of bringing the world together – SOCIAL GLUE – SPREAD
MESSAGE
Mavens
They accumulate knowledge and have the social skills to start word-of-mouth epidemics – DATA BANKS – PROVIDE THE
MESSAGE
Salesmen
They persuade us
Al Crispo 3

4/16/2020

Connectors
Paul Revere

Word of mouth is still the most important form of human communication
(p. 32).
Best bar / restaurant in town
Al Crispo 4

4/16/2020

Your change models – the theme is the stickiness factor - Remember what your learned

Sesame Street vs. Blues Clues
Al Crispo 5

4/16/2020
Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur
– the context, p. 139



Laser disk, CD and DVD
Ethanol or fuel cells or ?
Video/telephones
Al Crispo 6

4/16/2020
“Character is more like a bundle of habits and tendencies and interests, loosely bound together and dependent, at certain times, on circumstance and context,” p.
163.
“The convictions of your heart and the actual contents of your thoughts are less important, in the end, in guiding your actions than the immediate context of your behavior,” p. 165.
True in extreme situations?
True in work situations?
True in personal situations?
Al Crispo 7

4/16/2020

Making an idea or attitude or product tip can be done through the influence of special kinds of people. That’s the Law of the Few.

It can be done by changing the content of communication, by making a message so memorable that it sticks in someone’s mind and compels them to action. That is the
Stickiness Factor.

But we need to remember that small changes in context can be just as important in tipping epidemics. Ch. 4
Al Crispo 8

4/16/2020


Rosa Parks
Martin Luther King Jr.



Connectors
Mavens
Salesmen
Al Crispo 9

4/16/2020





Innovators adventurous
Early adopters opinion leaders
Early majority big companies
Late majority these 2: deliberate
& skeptical mass
Laggards stragglers
Al Crispo
Cheese


Sniff
Scurry


Haw
Hem
10

4/16/2020



They are the translators
They take ideas from innovators and get them understood and accepted by the masses
To make an idea contagious, they level it, dropping extra details and exaggerating other details to give more meaning to the message
Al Crispo 11

4/16/2020

Contagiousness is in larger part a function of the messenger

Stickiness is primarily a property of the message, p.
234
Al Crispo 12


Young people will experiment.

But you can’t experiment with suicide – once is all it takes.
4/16/2020

Paying attention to the tipping points of the addiction process can lead to a less sticky form of smoking
(nicotine threshold, depression, lure of who smokes).
Al Crispo 13

4/16/2020
1.
Starting epidemics requires concentrating resources in a few key areas.
Concentrate resources on connectors, mavens, and salesmen
(Law of the Few) p. 255-256.
Al Crispo 14

4/16/2020
2.
We are influenced by our surroundings, our immediate context, and the personalities of those around us p. 258-259.
With the slightest push in just the right place, the world can be tipped p. 259.
Al Crispo 15