The Tipping Point is an excellent book that captures the imagination and presents a new view of why large scale events occur. It contains an analysis of the strategies people apply to influence and create significant change. Well worth reading and considering, perhaps with a view to applying the idea to your business.
The key concepts from the book include:
- Little things, changes and events can make a big difference.
- A tipping point is the moment when an idea, social behaviour or trend crosses a point of no return and spreads in a viral fashion.
- Epidemics start with a person, evolution begins with a single mutation and products and ideas can explode following minor changes.
- Big results don’t always require big effort, a lever can make all the difference
The main reasons that something crosses the tipping point are:
- The Law of the Few – A core number of people can drive a significant change when they are perceived as the correct messenger with the correct message using the most appropriate channel.
- Stickiness – The message has to be worth taking action on
- The Power of Context – Tipping points are subtle, highly dependent on time, place and circumstances.
Here are a few questions you may want to ask when considering how to apply this idea:
- What message can you create that is sticky?
- Who can spread this message for you?
- How should they spread it?
- Why is it worthy of being spread?
- What is the best time, place and circumstance to start?
These questions clearly have a marketing flavour but the concept is transferrable to many areas including ideas, politics and even social events.
Flash mobs serve no obvious purpose but typify the idea of a tipping point.
A Mexican wave is another example.
How can you reach a tipping point?
Dare to Aspire