I recently finished reading ‘The Tipping Point” by Malcolm Gladwell.
This is one of the best consumer psychology/business books I read in a while. Malcolm explores principles of viral marketing, backing up his findings with a great deal of research, interviews, and data. Even though this book is several years old, the ideas discussed are very relevant and can certainly be applied in any business situation, including today’s grim economic environment.
The Tipping Point focuses on three concepts, necessary to create a point where an idea gets a life of its own and spreads like wildfire. I would consider this the key principles of viral marketing, although Malcolm doesn’t refer to it that way. The following is a short summary and ideas behind The Tipping Point:
Law of the Few – Malcolm believes the following three groups of people are necessary to ‘tip’ an idea. Some of us may belong to one or more of these groups, but the most pronounced characteristics of each are easily spotted: