The Tipping Point

The Tipping Point, by Malcom Gladwell, is an amazing book I strongly recommend you for Christmas. You´ll learn how trends are created, which is that magic moment when a product that maybe has been unsuccessful for years becomes suddenly and unexpectedly a huge phenomena; why New York City´s crime rate suddenly dropped from sky high to much lower levels in two or three years; which is the “tipping point” of a social movement to change from a single person´s crazy idea to gain some followers and finally hit the market with an irresistible power. Theses trends “spread like viruses”, and no one (till now) understood why some ideas succeded and others didn´t, or who are the responsibles for creating this trends. Are they savvys? Are they charismatic people? Do they create these trends on purpose? “The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate.” In the video I found in Seth Godin´s blog, we see the process of creation of a trend in a marvelous and funny way. Let´s study it in a deeper way: who is the brave guy, the leader, the trend creator? Who the follower? Where do we recognise the Tipping Point of this crazy dancing movement?

The key player on it is dancer number 3. Until that point, it wasn´t more than two crazy guys making an odd choreography. Is n.3 the one that transforms it into a trend, the one with the vision and bravety to make it happen. We need more n.3s. The following people joining the dancefloor, keep losing merit as the trend «gets older». After all, what merit does the dancer #49 deserve? He joined a trend that it was coming to an end. He didn´t take the risk nor had the vision of n.3. Which are the lessons we can learn from the video in order to apply it to our marketing approaches? Have fun and Merry Christmas!


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