Tipping point concept

The tipping point concept build on the idea of viral growth. This concept introduced by Gladwell suggests that news or products spread at moderate rates first and then at some point in time start to spread epidemically. Gladwell identifies three factors influencing viral spread:

• • The law of the few
    • The law of the few focuses on the people involved in spreading a message. It suggest that when sending a message one has to concentrate on three types of people:
    • Connectors are people with an extraordinary high number of contacts, friends and acquaintances.
    • Mavens are people who have expertise in various products, prices or places. They enjoy sharing knowledge. Due to their knowledge and ability to connect they also have the power to start word-of-mouth epedemics
    • Salesmen are people who have the skills others when not convinced.
  • The stickiness factor
    • The stickiness factor deals with the content of the message that is to be spread. This has to be memorable enough to create change and move people to action.
  • The power of context
    • The power of context focuses on the conditions and circumstances under which epedemics can occure:
    • Outer circumstances', have impact on peoples inner states. The immediate context of behavior influences peoples convictions and thought.
    • Small sub movements, in order to create one contagious movement, many small movements have to be created first.