Tiimiakatemia on Jyväskylän Ammattikorkeakoulun yrittäjyyden huippuyksikkö

The Tipping Point

Kirjoitettu 09.03.14
Esseen kirjoittaja: Alexander Pocknell
Kirjapisteet: 2
Kirja: The Tipping Point
Kirjan kirjoittaja: Malcolm Gladwell
Kategoriat: 1. Oppiminen

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The Tipping point
A tipping point is the moment when something reaches epidemic proportions as a widespread occurrence in a community at a particular time. The power of a tipping point can not be understood because none of the reasons or explanations are dramatic but instead involve many minor changes that are not evident. Tipping points can result in radical changes. Here are some thoughts of the agents of change that affect the tipping of an epidemic.

The impact of certain individuals’ activity is a more important factor than that of the general public. Gladwell mentions three types of individuals that are special in the process of making an epidemic tip. Connectors know lots of people. There are two types of connectors; information specialists and people specialists. Their tool is the word of mouth. Their numerous connections with people and information make information spread like wild fire. Their impact is far more important and wide spread than the general publics’. Another group are marketplace mavens. They have specific information in their field of expertese and are socially motivated. They are more than experts. They are willing to share their information and to help you, because they enjoy doing it. They will do your shopping for you. The third group are salesmen. Salesmen are masters of persuasion. Here is how the three team up. Mavens are databanks, connectors are glue and salesmen persuade. They are the agents that make epidemics tip.

Factors that matter are the stickyness of a message and the content. The message has to be memorable and requires repetition. The content must be clever and make sense. For example in an instance of teaching students the dangers of tetoneus, although they understood the danger and were offered a free shot against it, within a month the students had forgotten everything and hadn’t taken the shot. This is an expample of a message not being sticky enough.

Factors that make an epidemic tip might be really marginal. E.g. the professor teaching students about the dangers of tetoneus added a map and timetables for when the shot could be taken resulted in the tipping of students taking the shot.Epidemics are sensitive to the conditions and circumstances of the times and places that they occur in. The decrease of crime levels isn’t solely the result of the police being better. Things like lower class health care and a change in education can share the responsivility together with the local authorities.

The time lapse of an epidemic curbe goes as follows: First there are wild innovators that take a risk. After them come early adopters, the early majority and late majority. Last in the line are the most traditional people who didn’t see a need to change.

To sum it all up: connectors, maevens and salesmen play an important role in making an epidemic tip. They translate the message of the innovators to the general public. Together with this the marginal conditions and circumstances of the times and places that epidemics occur in.

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