The Tipping Point's best points
So many people I respect recommended Malcom Gladwell's The Tipping Point to me, so it comes as no surprise that is one of the best books I've read this year. Yes, I know this book was published in 2002 but I was too busy being a millennial teen to know better.
- •"Ideas and products and messages and behaviors spread just like viruses do"With recent talks of "going viral", I wonder how many marketers reference Gladwell's words now.
- •"The success of any kind of social epidemic is...... heavily dependent on the involvement of people with a particular and rare set of social gifts." This came back to me the minute I started noticing how many "influencers" @list had recruited during its Beta period.
- •"[Kids] watch when they understand and look away when they are confused."As a designer, the stickiness factor brought back many lessons from design school.
- •"When we read...... we are capable of taking in only about one key word and then four characters to the left and fifteen characters to the right at any other time." Here again, as a designer my mind went crazy remembering basic typography rules that I tend/choose to ignore sometimes.
- •"There is a simple way to package information...... that, under the right circumstances, can make it irresistible. All you have to do is find it." Here I truly started questioning why this book wasn't a required reading for any of the studio classes I took.
- •"Well, cool is as cool does...Cool brands treat people well..."
- •"Smoking was never cool. Smokers are cool.Smoking epidemics begin in precisely the same way that the suicide epidemics begin. [...] In this epidemic, as in all others, a very small group — a select few — are responsible for driving the epidemic forward."
- •“Starting epidemics requires concentrating resources on a few key areas.The Law of the Few says that Connectors, Mavens, and Salesmen are responsible for starting word-of-mouth epidemics, which means that if you’re interested in starting a word-of-mouth epidemic, your resources ought to be solely concentrated on those three groups. No one else matters.”
- •"We have trouble estimating dramatic, exponential change.We cannot conceive that a piece of paper folder over 50 times could reach the sun. There are abrupt limits to the number of cognitive categories we can make and the number of people we can truly love and the number of acquaintances we can truly know."
- •"We think people are different, but not that different.The world – as much as we want it to – does not accord with our intuition. That’s why social change is so volatile and so often inexplicable, because it is the nature of all of us to be volatile and inexplicable."
- •What a book 👋🏽