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May 15th, 2008
| Author: | Malcom Gladwell |
| Category: | Business |
| About: | The book explains the concept of the epidemic, i.e. social epidemics. More than this, it teaches its reader on how to intentionally create a social epidemic so as to better the sales of a product/ service, or even solve social problems. |
| Rating: | 4 / 5 |
Gladwell's book is highly interesting. It seeks to explain the concept of social epidemics (otherwise known as a fad) and how such epidemics are a result of a "Tipping Point". He further says that such a phenomenon can be intentionally induced to improve sales or even curb crime. He introduces some concepts that, while may have been present since the start of mankind, we as common people fail to realize.
A "tipping point" is when a small action done by a small group of people can trigger a massive spread of idea. For example, a group of rich kids wore Hush Puppies, which were regarded at that time as un-cool shoes, to a hip club. From there, those who probably sought to emulate these kids also bought Hush Puppies, and them buying may have triggered other people to buy as well, and so on. This behavior trickled into the masses, such that Hush Puppies suddenly became fab, from being drab, in a very short time for almost no reason, except that a few cool kids thought the shoes were cool because no one was wearing them.
One important lesson in the book is the discussion on the key players in spreading an epidemic. These are the Connectors, Mavens, and Salesmen. The first are those who know and maintain "weak ties" with a lot of people; the second are what may be termed information junkies, those who seek as much information about a specific thing in order to optimize market advantage. The third are those who, as the term implies, can sell products or at least convince people to try them. These people are the key elements towards starting a full blown epidemic for they may serve as the tipping point.
More than these people, however, another critical aspect in inciting social epidemics is the quality of message itself. Without the urgency and the importance of a message, an epidemic will not ensue. Take for example, disseminating information on an imminent nuclear warfare would go faster than spreading details about a gardening seminar next month. Because of the immensity of the former in terms of importance and relevance to all, the news travels much faster. The latter however will not because it caters only to a small market, while having very little urgency.
The good thing about this book is that it provides case studies. By doing this, the readers acquire a full picture on how the theories purported may be applied to each person's life. Such detailed discussions allow us to understand, almost step by step, how an epidemic rose and fell, and what we can do as future business people to avoid the fall. I feel that it is truly helpful in our careers, especially in marketing our products or services. In essence, to identify the "tipping point" is to jack up the money... a very exciting venture, don't you agree?