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Summary: The Tipping Point Malcolm Gladwell

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    privetnik35106цитує5 років тому
    Blue’s Clues also does something else quite extraordinary. Instead of running a new episode each day, the same episode gets repeated for five days in a row. The following week, another episode runs for five days in succession. This aligns with the fact the show’s producers found preschoolers’ comprehension increased with repetition over the course of the week.
    privetnik35106цитує5 років тому
    The tetanus shots
    privetnik35106цитує5 років тому
    The key lesson with stickiness is there is always a simple way to package information in such a way that makes it memorable and irresistible
    privetnik35106цитує5 років тому
    Starting epidemics requires concentrating resources on a few key areas. The Law of the Few says that Connectors, Mavens and Salesmen are responsible for starting word-of-mouth epidemics, which means that if you are interested in starting a word-of-mouth epidemic, your resources ought to be solely concentrated on those three groups. No one else matters.
    privetnik35106цитує5 років тому
    For example, to become aligned with the public interest in aliens, one Airwalk ad showed a young man driving into Roswell, New Mexico and having his Airwalks confiscated by aliens.
    privetnik35106цитує5 років тому
    Airwalk initially did a great job of segregating its channels of distribution.
    privetnik35106цитує5 років тому
    So why did Dawes fail where Paul Revere was such a great success? If the spread of a word-of-mouth virus is dependant on the quality of the message, both men should have been equally successful.
    privetnik35106цитує5 років тому
    Mavens live to figure out what’s the best deal in life and to tell their friends about those deals.
    privetnik35106цитує5 років тому
    Epidemics don’t just spread by themselves or by word-of-mouth recommendations. There’s just too much competition
    privetnik35106цитує5 років тому
    The three key types of people who spread epidemics are:
    Connectors – people with a special gift for networking and bringing people together.
    Mavens – information specialists who are always up to date with what’s new and interesting.
    Salesmen – people who are good at persuading others to act in some way. To succeed in building an epidemic, get the right kinds of people involved.
    privetnik35106цитує5 років тому
    The best way to think about the emergence of new ideas, products and consumer preferences is to expect them to follow the laws of epidemics rather than traditional cause-and-effect relationships.
    Peter Koryakaцитує5 років тому
    Key Points

    The Law of the Few
    The process of spreading an epidemic is never a mass effort. Instead, the majority of the work will be done by a handful of exceptional people who have the appropriate skill sets. The three key types of people who spread epidemics are:
    Connectors – people with a special gift for networking and bringing people together.
    Mavens – information specialists who are always up to date with what’s new and interesting.
    Salesmen – people who are good at persuading others to act in some way. To succeed in building an epidemic, get the right kinds of people involved.
    The Stickiness Factor
    Quite simply, the more memorable or noteworthy an idea, the greater its “stickiness” or impact. To succeed in building an epidemic, do everything you can to ensure your message won’t go in one ear and out the other. Unless people remember what they’re told, it is highly unlikely that idea will change the way they think or act.
    To build a powerful epidemic, increase the stickiness of your idea.
    The Power of Context
    Epidemics always reflect the environment in which they operate. The key to actually getting people to act on a new idea lies in surrounding the idea with the right environment. Human beings are influenced by their environment much more than they realize. The context in which a new idea is placed as part and parcel of an epidemic will have a profound influence on its eventual spread.
    Therefore, to spread an epidemic, create the right context.
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