Here we are again w #malcolmgladwell ‘s so called debut, first book! 🥳
I have tried to analyze the book systematically. He categorized 3 rules of spread of social epidemics, trends which are not triggered by major changes (usually very small changes). 1. changes in PRODUCT/IDEA 💡; 2. changes in the PEOPLE 👥 who spread it; 3. changes in ENVIRONMENT or “context”. So, only combinations of individuals, idea and environment can cause a trend to “tip”! 📈
#gladwell questions “which personality types are often conductive to social epidemics?” and he explain “six degrees of separation” which means human beings are linked to one another by a chain of only 6 ppl. #wordofmouth is much more stronger than many campaigns and “law of few” explains that: a few disproportionately people have a large role in social of all kinds. These few ppl are: connectors, mavens, and salesman! Let’s see the characteristics of these personalities!
❕Connectors are gregarious, friendly, and make friends effortlessly, have larger social circles, have lots of acquaintances rather than close friends.
❕Mavens are people who know what the “word” & easily influence ppl.
and my fav ❕salesman- use subconscious persuasion (ex. ppl voted #ronalreagan not because of his policies, the reason was his positive aura). Ppl aren’t always as rational & logical as they think 😅 and prefer not to recognize that they are being persuaded. 🧐 being a sender is an aspect of being salesman which requires charisma & persuasion, use of body language, conveying emotions nonverbally.
THAT’S WHY advertising agencies study & equip the techniques of subconscious persuasion❕
People tend to remember the simplest & the stickiest information (irrational & subconsciously) which can be more persuasive than logically convincing info. BUT you have to be cautious with your AUDIENCE. Different groups of ppl have different definitions of stickiness.
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