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Discussion about growth hacking with focus on the Tipping Point by Malcolm Gladwell.
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Growth Hacking
Piktochart
October 2013
The Tipping Point
How little things make big differences
Agenda
Introduction
The Law of Few
The Stickiness Factor
The Power of Context
Take Away
The Tipping Point
The Tipping Point
Why some ideas, trends, and messages “tip” and others don’t? Based on the science of epidemics, small actions at the right
time, right place, and with the right people can create a “tipping point” for a product.
Three factors to create a tipping point The Law of the few
The Stickiness Factor
The Power of Context
The Law of Few
Not all users are equal
The Law of Few
Social epidemics are heavily dependent on the involvement of people with a certain set of gifts Connectors
People with wide connections in different fields and conduits between them. Makes change through people
Mavens
Translates from “one who accumulates knowledge”. Makes change through information and ideas
Salesmen
Have usual charisma that allows them to be extremely persuasive in inducing others to make informal decisions. Makes change through persuasion
The Stickiness Factor
Stick
The Stickiness Factor
An epidemic spreads when the contagious agent is naturally infectious, or “sticky”, capable of capturing the attention of the audience
Criteria of “sticky” things:
Uniqueness
Aesthetics
Association
Engagement
Excellence
Expressive value
Functional value
Nostalgic value
Personification
Cost
The Stickiness Factor
The Power of Context
The Environment is an Issue
The Power of Context
Situations to spread an epidemic have to be enabled to allow virality
Six psychological principles of influence: Scarcity
Majority
Authority
Beauty
Reciprocity
Consistency
The Power of Context
Trends The Broken Window
Theory
Take aways
Tipping points are a reaffirmation of the potential for change and the power of intelligent action
The presentation of information determines its stickiness and remembrance
Thank you
References
The Tipping Point: How Little Things Can Make a Big Difference – Malcolm Gladwell
Maven, Connector, or Salesperson (link)
How to apply the power of few in growth hacking?
Examples of start-ups that has utilized on the power of few and succeeded: Focusing on the MVP (minimum value product)
How to Design for Viral Growth?
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