The Tipping Point gives theoretical, logical and tangible reasoning on how trends come to fruition. In this industry, understanding how things catch on and take hold of people is valuable to understand.
When things take off and soar into popularity, it’s a bit mind boggling which things stick and which don’t. It can appear to be a game of pure luck and chance, but Malcolm Gladwell argues that there’s a formula you can follow for every influential trend. If you analyze major phenomenons, you’ll see that each bears a resemblance to one another.
There are three factors that go into determining a growing trends popularity. Gladwell’s research across many different fields helped him develop three different concepts that are told throughout the book. He explains the Law of the Few, the Stickiness Factor and the Power of Context.
The Law of the Few
The Law of the Few says that for something to gain popularity, three different types of people have to support the product or idea. He describes these people as connectors, mavens and salesmen. Gladwell’s research shows that these three people coming together to validate the idea will help it become successful.
Connectors are types of people who have connections in different areas and help foster relationships between them. Mavens are individuals who feel strongly about helping consumers make responsible choices. Finally, salesmen are those that have a unique charm to them that helps them be very persuasive when trying to sell someone on a product.
The Stickiness Factor
The Stickiness Factor is defined as the indescribable quality that makes people want to pay close attention to something. It’s the “It Factor” that sticks in people’s mind and keeps them invested in a product.
The Power of Context
The Power of Context is also a vital factor in deciding if something will become widely popular. Gladwell uses context in a broad sense, explaining that small changes in an environment, social group, or community can make other ideas ‘tip’.
Gladwell also expresses their interdependency by using case studies to explain. His real life examples showcases the validity of his research. His in-depth study talks about trends like Hush Puppies and Sesame Street to bring understanding to the concepts he explains throughout the book.
The Tipping Point is a valuable resource for having a better understanding about what makes something catch on and trend. As someone who is about to join the media industry very soon, knowing these concepts can help further my career and be better prepared to take on the field.
Moving forward, I’ll always take a second look at concepts and see if they fit into any of the three that Gladwell expands upon throughout the book. We live in an age where trends aren’t just fads anymore- they’re news. The Tipping Point brings logical insight to the gray area surrounding popularity.
I’d recommend this book to anyone who works in an industry that needs a solid understanding of what’s gaining traction in the world around us. These theories and concepts have the ability to support the development of new ideas, concepts and products. Utilizing these theories can provide a little more certainty in unchartered territories.
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