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The Tipping Point: How Little Things Can Make a Big Difference How can big movements happen from small beginnings? Read this guide to understand the pivotal role deft touches play. In today's rapidly changing market, it can take some lateral thinking to get your business noticed. As the baby boomers reach the height of their earning power and watch their children leave home, they are becoming more and more a revolutionizing force, challenging the way sales and marketing professionals think. Famous for creative conceptualizations themselves, the baby boomers are looking for stand out products marketed with distinction and flair. In The Tipping Point: How Little Things Can Make a Big Difference, Malcolm Gladwell applies a very free-thinking model not just to marketing, but to the propagation of trends and crazes in general. "The best way to understand the dramatic transformation of unknown books into best sellers," he writes, "or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life, is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." This musing will ring bells with anyone who's learned about the theory of memetics, but Gladwell – a writer for the New Yorker – is not merely re-stating common observations. His book offers original twists on widely held interpretations and delivers, in doing so, a compelling read. Paul Revere, for example, managed to effectively marshal the countryside's minutemen because he was a "Connector," in Gladwell's lexicon. In today's terms, Revere would be something of a networker, one who knew everybody and had particular links with revolutionary leaders in various small towns. But Revere was more than a schmoozer prototype; he also qualifies as a "Maven" because he did his homework on the British invasion. He knew what was happening, and whom to tell. Today, people with the same skills make great publicists and PR specialists. They know what information should be gathered and they have the connections to disseminate it widely. "Connectors" and "mavens" are only two of Gladwell's conceptual terms; he develops all of them with simple, straightforward explanations and illuminating anecdotes. Why is A brilliant, groundbreaking book, The Tipping Point has applications for all sectors of society and promises an edifying read for all manner of audience. With tips on making ideas infectious, as well as starting and maintaining social epidemics, Gladwell's observations speak to the heart of marketers who aim to influence their target markets on the deepest level. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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