January 20, 2002
Jack Covert Selects: Jack Covert Selects - The Tipping Point
The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell, Back Bay Book, 290 Pages, $14.95 Paperback, January 2002, ISBN 0316346624 When The Tipping Point first came out in hardcover last year, it was an expansion of a New Yorker piece Gladwell had written previously. Normally, I (re)recommend very few books as they are re-released in paperback, but this book is an exception. Not exactly a business book, The Tipping Point is more of a social concept. And yet, when I read it, I found it to be one of the best marketing books I have read. The book explores the point where an idea, product, trend or social behavior crosses a threshold, tips, and spreads like wildfire. Gladwell uses stories such as Hushpuppies shoes and how certain books became best sellers to illustrate this phenomenon. He divides consumers in to groups: Mavens, Connectors and Salesmen. Each group is in some way responsible for making products and ideas tip. The absolute marketers prize is the Maven because he/she is the type of individual that others listen to. In the afterward, Gladwell explains the concept of Maven Traps and how you can create them. Dont think this applies to your business? Well, I believe what we all do is to try and sell the must have product or be the hip place of the moment? That is the object of the game, correct? Intriguing and well-written, if you havent read The Tipping Point yet, it is well worth the price of a hardcover.