In Malcolm Gladwell’s book The Tipping Point, one of his four great books, he explains how ideas, products, behaviours suddenly become the way people think and do things, the items that become desirable, become the behaviours of society, spreading through a population like an epidemic.
He tells us how beliefs can change quickly, how one person can have more influence on change than another, giving specific examples to substantiate his ideas, for instance how Paul Revere got the American colonists around 1773 to become organised against the British, how the Airwalk footwear became fashion, how crime waves were reduced in New York City.
He explains that in any situation or market there will be four major influences.
There will be the “Market Mavens“, people who passes vital information to others about their knowledge, perhaps about good prices, good deals.
There will be “Connectors“, people who know people who know people. There is a theory, often called “the six degrees of separation“, that says it only needs a chain of six people to get information from person A to person B, from yourself for example to the Queen of England.
The forth is “Context“, how ideas or products rely on the time and place change takes place, and the conditions and circumstances when they occur.
Using examples though-out, this book is easy to follow, a must for those in marketing and places of influence, and a must for those of us who are manipulated by others, by governments, by media, radio, TV and newspapers.
The book will open your eyes.