The World's Best Book Summaries
What are the keys to creating a great, “sticky” marketing message? How do you get your marketing messages to spread? We’ll look at how to formulate marketing messages that stick and how to spread them to create an epidemic.
What is the “network effect”? How does it work? What impact does the network effect have on how you spread your fabulous ideas? The network effect is the theory that, in some cases, the number of users of a good or service affects the value of that good or service. According to the network effect, the more users, the higher the value of the service or product. We’ll cover how the network effect works and how we’ve become so overwhelmed by the various networks available to us that we’re starting to become immune to them.
Who are Malcolm Gladwell’s connectors? How are they crucial to the spread of ideas and important for business? Connectors are people who seem to know everyone. You can find Connectors in every walk of life. Connectors are sociable, gregarious, and are naturally skilled at making — and keeping in contact with — friends and acquaintances. The term comes from Malcolm Gladwell’s The Tipping Point. We’ll cover the role of Tipping Point‘s connectors in business and why they’re crucial to the spread of ideas, services, and products.
What are “sticky” ideas? How can you make ideas sticky, so they’re adopted by thousands, or even millions, of people? Sticky ideas are ideas that make an impact and stand out from the white noise of all the other ideas we come across in a day. In marketing, the stickier the idea, the more likely it is to sell a product or service. We’ll cover the principles of sticky ideas and look at some powerful “sticky idea” examples.
What is the Law of the Few? Where does it come from? Why is it important in business, sales, and marketing? The Law of the Few is the idea that certain types of people are especially effective at spreading an infectious idea, product, or behavior. This idea was popularized in Malcolm Gladwell’s book The Tipping Point. We’ll cover examples of the Law of the Few and look at why the messengers matter in the art of marketing.
How do you sell a product, any product, and create something that people can’t get enough of? What you are trying to ignite is a social epidemic, when an idea, message, or product spreads through the public masses like wildfire and creates a craze. This is how to sell a product. We’ll take a cue from medical epidemics: When a virus spreads, it starts with one person — Patient Zero — who gets sick and infects a handful of others. Then each infected person passes the germs to more people, and with exponential speed and reach the virus spreads until
What is the early adopters model? How do innovators and early adopters affect the success of your marketing strategy? What is an early adopter example? The “early adopters” model is a system in sociology that explains how a contagious idea or product spreads among people who adopt it at different phases. In the model, an idea spreads from innovators and early adopters all the way to the laggards. We’ll cover how the early adopters model works, what an early adopters example looks like, and why innovators and early adopters should be important elements of your marketing strategy.
How do you create a trend, or a social movement, or a product that people can’t get enough of? How do you spread ideas? What you are trying to ignite is a social epidemic, when an idea, message, or product spreads through the public masses like wildfire and creates a craze. Take a cue from medical epidemics: When a virus spreads, it starts with one person — Patient Zero — who gets sick and infects a handful of others. Then each infected person passes the germs to more people, and with exponential speed and reach the virus spreads until it
Who is DeeDee Gordon? How did she get preppy kids to wear skater shoes, resulting in the epidemic success of the shoe company Airwalk? DeeDee Gordon is a maven able to spot trends that are about to explode. She was responsible for making Airwalk’s skater shoes mainstream, which led to the company’s widespread success. We’ll cover how DeeDee Gordon turned Airwalk’s branding around and how ideas like Gordon’s become epidemics through the diffusion model.
What is the “Stickiness Factor”? Where does it come from? Why is it important in business, sales, and marketing? The Stickiness Factor is the idea that you can change the presentation of a message to make it more contagious and stickier (having a more lasting impact). This idea was popularized in Malcolm Gladwell’s book The Tipping Point. We’ll cover examples of products and messages that have the stickiness factor and look at why the message needs to be sticky for businesses to succeed.