Book Review: The Tipping Point
June 19, 2006 § Leave a comment
Business and Marketing
The Tipping Point: How Little Things Can Make a Big Difference
by Malcom Gladwell
This book is arguably the single best analysis of marketing and buyer behavior out there. The author talks about how run-away market surges are analogous to disease epidemics.
The “tipping point” in a disease epidemic is an inflection point at which key variables combine to make a small incident spiral into an outbreak. Gladwell compares this to marketing “epidemics” and identifies types of people who tend to act as catalysts: Connectors, Mavens and Salespeople.
Learn to identify all three roles and you will have a leg up on selling that idea of yours.
Citing several facsinating studies that parallel these players in product marketing – often defying conventional wisdom – Gladwell illustrates the almost ethereal manner in which product awareness can grow exponentially.
In reading this book I identified with a bit of each of the roles, but the most interesting role turned out to be the Salesperson. As Gladwell attempts to dissect the best teachers’ techniques, he discovers that top salespeople appear unable to accurately articulate their own ability. They all have explanations, of course, but careful observation shows that, almost contrary to the steps given, successful selling owes much to a handful of nearly imperceptible factors.
As you read, I’m sure you’ll identify the Connectors in your life – the people whose friendship circles are an order of magnitude larger than yours or mine. You probably know a few Mavens too – those “subject matter experts” that annoy you with seemingly endless facts about an obsessive hobby… until you need their help!
Learn to identify all three roles and you will have a leg up on selling that idea of yours. Who knows? Maybe it will help me sell the idea of MoodSense!
I recommend this book highly.