Over the last decade, marketers have been obsessed with the idea of going "viral" with their campaigns. That is a great outcome, but not a great marketing goal. I have always believed that the goal of marketing should be focused on helping your consumers. That said, why can't we have both? In his book "The Tipping Point" Malcolm Gladwell explores how small changes can have a big impact, and how ideas and trends can spread like viruses.
Quick Notes:
The law of the few: Gladwell argues that there are certain people who have a disproportionate amount of influence in spreading ideas and trends. He calls these people "connectors," "mavens," and "salesmen." Connectors have large social networks and can connect people together and spread ideas and information quickly. Mavens have deep knowledge and expertise and are always seeking out new information and ideas. Salesmen are charismatic and persuasive people who are skilled at selling ideas and convincing others.
The stickiness factor: Gladwell says that ideas and messages need to be "sticky" in order to spread. They need to be memorable and engaging. One example of a sticky idea is the "Sesame Street" children's television show, which uses catchy songs and bright visuals to help children learn.
The power of context: Gladwell argues that the environment and social context can have a big impact on behaviour. The context in which an idea is introduced can have a big impact on its success, and by understanding the social and cultural factors that shape people's behaviour, we can better predict and influence the spread of ideas. For example, he cites the anti-smoking campaign in the 1990s, which was successful in part because it targeted social norms and portrayed smoking as an undesirable behaviour that was out of step with mainstream culture. By changing the context in which smoking was perceived, the anti-smoking campaign was able to create a cultural shift that made it easier for people to quit smoking and for non-smokers to resist the urge to start.
The importance of small changes: Gladwell shows how small changes can have a big impact on behaviour and trends. He uses the example of the "broken windows" theory of crime prevention, which suggests that by cracking down on minor crimes, such as graffiti or broken windows, we can create a sense of order and deter more serious crimes from taking place.
The value of social networks: Gladwell says that social networks are key to the spread of ideas and trends. He cites the example of the "Six Degrees of Kevin Bacon" game, which shows how interconnected people are through their social networks.
The tipping point: Gladwell argues that there is a "tipping point" in the spread of ideas and trends, a point at which they reach critical mass and begin to spread rapidly. He uses the example of the sudden popularity of Hush Puppies shoes in the mid-1990s, which was sparked by a small group of trendsetters and then spread rapidly through word-of-mouth.
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