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The Tipping Point Audio

By Gladwell

(483)

| Audio Cassette | 9781570427930

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Book Description

The New Yorker writer Malcolm Gladwell introduces an exciting marketing theory called the "tipping point: " a simple social phenomenon which promises to have profound implications for how we view business strategies, social problems, even basic communication among individuals. In a society based on Continue

The New Yorker writer Malcolm Gladwell introduces an exciting marketing theory called the "tipping point: " a simple social phenomenon which promises to have profound implications for how we view business strategies, social problems, even basic communication among individuals. In a society based on majority rule, Gladwell suggests that change is affected less by the quantity of people who adopt it, and more by getting the "right" people to adopt it. Using the marketing example of the public's renewed interest in Hush Puppy shoes, he traces how a small group of consumers were able to redefine the product as "cool", starting a national buying trend that turned the company around. With clear explanations and effective examples, Gladwell reveals how focused advertising and promotion can often be a much more effective marketing strategy than nationwide campaigns. [예스24 제공]

35 Reviews

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  • 4 people find this helpful

    The tipping point: A book that gives you a new perspective

    Tipping point is a momentum, critical point, and threshold. It described different social phenomena to show that a situation can be transformed completely even when the slightest force is applied to it, given that it is applied on the right place. It told readers that human choice is a very complica ... (continue)

    Tipping point is a momentum, critical point, and threshold. It described different social phenomena to show that a situation can be transformed completely even when the slightest force is applied to it, given that it is applied on the right place. It told readers that human choice is a very complicated process which may be conscious or unconscious, subtle or obvious. The dynamic of social trend and situation are always the summation of numerous human choices, which most people have no idea about this. After reading this book, one can realize human beings always try to oversimplify and over-generalize the situation around us, though it is sometime inappropriate or stupid to do so. Therefore, we must stick with statistic and objective information to ensure that our understanding of the outside world is not formed by our emotion and perception. As a famous saying goes “It is not what a man doesn’t know that makes him a fool, but what he does know that is not true”.

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    Brianho2006 said on May 10, 2008 about the Paperback edition | Add your feedback

  • 3 people find this helpful

    Love his writing. Malcolm backed up his hypothesis with a lot of evidence, without being boring. He is observant and tells us how our lives might be tipped over by just this tiny bit. I would consider this book a psychology and philosophy book as well as it makes us to reflect on issues.

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    Saxyscuba said on Aug 12, 2007 about the Paperback edition | Add your feedback

  • 1 person find this helpful

    If you want to create a Tipping Point, there are some few rules that have to be taken into consideration: the Law of Few, the Power of Context and the ability to re-frame the way we think about the world. A great book, very well written that inspired me a lot.

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    Elena said on Jul 27, 2011 about the Paperback edition | Add your feedback

  • A book on how ideas can spread I just had to re-read. Gladwell brings his book in a structure of making a point (…) within a framework, loaded with good examples. He introduces Connectors, Mavens and Salesmen, which in proportion, with the right sticky message and in the right context will start up ... (continue)

    A book on how ideas can spread I just had to re-read. Gladwell brings his book in a structure of making a point (…) within a framework, loaded with good examples. He introduces Connectors, Mavens and Salesmen, which in proportion, with the right sticky message and in the right context will start up a social epidemic. Not that it is an easy endeavor, but there is certain point which puts the epidemic into motion.

    This easy-to-read book mentions Milgram, Leventhal and Zimbardo experiments (among others). I missed a part on Everett Rogers (while G Moore does get a mentioning) but then again there are plenty of other good referrals.

    Read this if you want to know how Airwalk started to listen to the sales department and hence disappeared into oblivion; why 150 is the ideal number of a community and why seven is the magical number. And how ideas may spread.

    http://www.gladwell.com/tippingpoint/

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    Jw van Eck said on Jan 28, 2012 about the Paperback edition | Add your feedback

  • An eye opening to understand this world from different point of views.
    But are they exactly the way Malcom discribe?
    I bet, nobody knows.

    Recommended for those who are curious.

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    xYang said on Jan 11, 2012 about the Paperback edition | Add your feedback

  • Tipping Point is a point crossing which the effect or outcome is substantially magnified.

    It is a fascinating and innovative idea. One could put minimum effort in producing an enormous desirable effect, if one could concentrate resources on the key elements necessary for generating an epidemics. ... (continue)

    Tipping Point is a point crossing which the effect or outcome is substantially magnified.

    It is a fascinating and innovative idea. One could put minimum effort in producing an enormous desirable effect, if one could concentrate resources on the key elements necessary for generating an epidemics. I particularly like the psychological tests and psychiatric experiments quoted in the book, which sounded so convincing and groundbreaking. It triggered my interest in Psychology.

    Key elements in creating a tipping point:

    - Messenger: connector, maven, salesman

    - Message: stickiness (memorable), contagious (far-reaching)

    - Context (broken window theory, peer pressure)

    "Mavens are data banks: they provide the message. Connectors are social glue: they spread it... Salesmen: persuade us when we are unconvinced of what we are hearing."

    "The Law of the Few says that there are exceptional people out there who are capable of starting epidemics... the lesson of stickiness is the same. There is a simple way to package information that, under the right circumstances, can make it irresistible."

    "the convictions of your heart and the actual contents of your thoughts are less important, in the end, in guiding your actions than the immediate context of your behavior"

    "the examples of Salesmen and Connectors, of Paul Revere's ride and Blue's Clues, and the Rule of 150 and the New York subways cleanup and the Fundamental Attribution Error"

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    Candy said on Jan 6, 2012 about the Paperback edition | Add your feedback

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