by Malcolm Gladwell
How does a social “epidemic” (a fad or trend) build like a raging fire through a region, social group, or even the world?
I’ve wondered how certain things “caught on”. This book gives great insight regarding the start-to-finish intricacies of what makes something “in” or “cool”. I’ve learned how doing certain things at the start of an initiative can spur it toward a movement.
There are special people, connectors, who can link with nearly everyone in a very few steps due to their numerous and varied intersections. The rest of us link to the world through them. “Word of mouth” advertising is ineffective when one person tells one person who then tells one person who then tells one person…like links on a chain. It is when a connector becomes one of the links in the chain that “word of mouth” explodes to a chain reaction.
“Stickiness” is the ability of the “infection” to stay with a person. In advertising it is the ability to get people to respond to an appeal. Three things must happen for information to become sticky…
My notes on this book can be downloaded in MS Word format from the blue “FILES box” located in the left side-bar of this blog.