Malcolm Gladwell’s The Tipping Point is an excellent tool for those interested in the theory of, what I consider, Possibility. He clearly identifies types of movements throughout our population that shape and profile aspects of life from fashion to human nature. Gladwell labels people as well, classifying them by their actions and attributes. As a whole, the book is an excellent foundation for those not only starting a journey in the PR world, but also for those already immersed within it.
I consider Possibility to be the over arching theme of this book. Everything Gladwell discusses is dependent. Everything is a variable, whether it be a type of person or a type of movement. Once a variable acts upon a situation, everything changes. The Possibility changes.
Gladwell points to three types of movements that can tip a product, disease, ect. over its balance point. When a product tips it manifests itself within a part of society. Suddenly it experiences exponential growth and if were to put the data of that growth on a graph, the point where the graph shot up or down would be considered the tipping point.
The Law of the Few, the Stickiness Factor and the Power of Context are the three points Gladwell discusses when talking about how a product might sweep through society. He claims that when all three of these ideas are in place, that a product will tip.
The Law of the Few deals with exceptional people who may find about a trend, and through their social connections, they spread the trendy epidemic. Think about it as seeing someone wearing an 80’s style jacket and you think to yourself, “That’s a cool jacket, and not many people have anything like it.” So you decide to buy one. You wear the jacket and someone else sees you and thinks to themselves the same thought you did. Then they buy one like it and so on and so forth.
The Stickiness Factor is very well defined in The Tipping Point and I will use a direct quote from the book here.
"The stickiness factor says that there are specific ways of making
a contagious message memorable; there are relatively simple changes
in the presentation and structuring of information that can make a
big difference in how much of an impact it makes."
Gladwell has a simple and clear definition for the Power of Context. He states “that human beings are a lot more sensitive to their environment than they may seem.” Generally, we can assume that everyone is a product of his or her environment. Actions and reactions, thoughts, the way someone dresses, beliefs and mannerisms are all shaped by our environment. We are results of our surroundings.
In further attempt to provide direction in understanding Possibility and epidemics, Gladwell breaks down people into three groups: Mavens, Connectors and Salesmen. Mavens are the type of people who particularly enjoy finding great deals on products. They will be glad to let you know when and where you can find the best prices or experiences when you are looking to purchase. Connectors are people that know a lot of people. They introduce and are introduced. In short, they get around. Salesmen can make us want to buy. Many times, we don’t even know why, but they have the art of the sell.
When I consider myself, I’m not quite sure where I fit. With some aspects of life I’m a Maven. I thoroughly enjoy finding the best deals on products such as cell phones and other electronic equipment. I’ll spend long hours on the computer meticulously researching what people think about a product, their likes and dislikes. I’ll find every spec and feature. And of course I always shop around for the best prices. Sometimes I’ll delay a purchase just to wait for ebay deals. I don’t particularly see myself as a Connector. I don’t feel the need to know a great deal of people and for what it’s worth, I’m not entirely positive what a “great deal of people” entails. I suppose I’m a tiny bit of a Salesman, but that’s only for products and ideas that I’m profoundly interested in.
Our current project in PR Admin has been going well. I’ve been exceedingly pleased with the effort everyone has put into everything. And when I think about which if these concepts would be most beneficial to our progress, only ones comes to the forefront of my mind: the Power of Context. I believe that creating an environment around campus of enjoyment and anticipation of school athletic events is crucial to our progression throughout or project. When a basketball game is coming up, people should feel it in the air. They should plan their day around it. I want to hear students asking each other if they are going to the game that night. I would like to spend some time focusing on the little things that shape people’s campus environment. What are we over looking? Where can we carve out a niche that no one else has found? There is simply something and somewhere we haven’t gone and I would like find out what it is and explore it.
8 comments:
Good writing Mitchell! I really like your observation about the overall theme of the book. I had not really thought about it being focused on "possibility" until reading your post. You are absolutely right- everything is independent and variable.
Your desire to see an environment of enjoyment and anticipation in the air on campus surrounding basketball games is a great goal for our campaign. I think we could truly feel successful if we heard about students talking about the games around campus.
Possibility, huh? Interesting. I don't know if I would have ever picked that out but you did a really good job in explaining it. Side note.. does anyone off the top of their head know how to spell out ect.?
I agree with your Maven/Salesman abilities. I know when you spoke about cell phones all the way back in Intro it for some reason stuck that you were a fanatic and I remembered to ask you. Now, all this time later, I love my Venus!
I hope the same thing about the buzz on campus and planning days around the game.. oh how sweet it would be.
"I want to hear students asking each other if they are going to the game that night."
I agree!! It is most definitely the power of context and word of mouth that will drive our campaign.
Your idea of "possibility" is a new was to look at thinks. What are the possibilities? We should explore that.
You are and other AE's have done a great job at leadin our team. I can see how each of yall work together well with each of yall being either a connector, maven, or saleman.
Great post!!
I don't mean this negatively, but only you would be able to come up with a synopsis of the book being based on possibility. You really do think outside the box and I do understand where you are coming from when you explained that these tips are contingent on variables that just seem to happen. I guess all of this is reliant on ones environment.
I feel that everyone is somewhat in agreement that the environment of the basketball games is what we need to change. I think that only time will tell as far as what we need to tweak for the games. Every game is a new start.
Good job Mitchell.
To me, the Law of few is the most interesting concept of the tipping point so I am glad you mentioned it. Your 80's jacket example is very true. Fashion tippings points are always began by a few people who are fashion forward and want something different.
The funny thing to me is that these unique people wear it because something is different and new. Then, the next wave of people see something they think is cool and still few enough people are wearing it for it to be considered unique so join in.
The last wave of people who catch on are the opposite of the first two waves because they begin to wear this new trend not because it is unique, but because they see so many people wearing it.
It is funny to me that people begin to do or wear something to be different and later others wear something to fit in. I think that it says a lot about who you are to see which wave of an epidemic you join in on.
I know that I kind of went on a tangent but your post sparked this thought that I had.
i really enjoyed your blog mitchell. you put the tipping point into a different perspective for me. you said that you think the overlying theme of this book is possibility, and your right! i also liked how you said that when there are basketball games, people should feel it in the air, and that would be an amazing thing to accomplish. i can see how you are a maven. you are constantly on the computer and your personality screams maven!
Once you brought up the point of possibility in the book, I don't think I would have looked at it that way, but I think you are exactly right. It does seem that everything Gladwell mentions in the book is dependent on some variable to begin or start the epidemic as a whole. Our campaign in that aspect is a "possibility," as well, but we just have to begin to find that right variable that will tip it into success. Like you said too, we have to find what is going to be that change that will get students excited on campus to spread the word and make students anticipate athletic events. I think our campaign is off to a good start like you said also.
I agree that changing the environment of basketball games is something that we should do, and it's probably one of our biggest tasks. I also think that both the stickiness factor and the law of the few are also incredibly important. After reading the book, I truly think you need all three concepts in order to really make something tip. Great post, Mitchell!
Post a Comment