Roel S. Tolentino, MD, MBA, Roel S. Tolentino, MD, MBA, FPCS, FPCS, FPSGS, FPSO, FPCS, FPCS, FPSGS, FPSO, FMOSPFMOSP

General Surgery – Surgical OncologyGeneral Surgery – Surgical OncologySurgery Professor Level IVSurgery Professor Level IV

Personal Development CoachPersonal Development Coach

The Author : Malcolm Gladwell

Malcolm Gladwell

• born in England and graduated with a degree in history.

• has been a staff writer with The New Yorker magazine since 1996.

• in 2005 he was named one of Time Magazine's 100 Most Influential People.

Effects of Tipping Points

• Regained popularity of Hush Puppies

• Decreased crime rates in NYC

Beginning of Epidemics

Contagious Behavior

• little things have big effects

• change is not gradual but one dramatic moment are principals of an epidemic

First shown Sept 9, 2015, almost empty theaters

Second week – numbers of theaters were reduced to half

*****grossed PHP 28,997,673 in only 4 days for Week 2

***** Sept. 20 – grossed PHP 13,211,476

Beginning of Epidemics and The Tipping Point

• one dramatic moment in an epidemic, when everything changes at once is called the Tipping PointTipping Point

• Sudden Change is at the center of the Tipping Point

• 80% of the 'work' will be done by 20% of the participants.• 20% of criminals commit 80% percent of crimes.• 20% of motorists cause 80% of all accidents.

• When it comes to epidemics, a tiny percentage of people do the majority of the work.

Geometric Progression

Geometric Progression

The Tipping Point• Moment of critical mass, the threshold, the

boiling point

• Unexpected becomes expected

Two Main Questions• Why is it that some ideas or behaviors or

products start epidemics and others don’t?

• What can we do to deliberately start and control positive epidemics of our own?

Epidemics are a function of:

a) the people who transmit infectious agents

b) the infectious agent itself

c) environment in which the infectious agent is operating.

Tipping Point Occurs When…

“change has occurred in one (or two or three) of those areas.”

Epidemic

a) People with HIV

b) HIV is virulent and is not eliminated

c) High promiscuity in the area

Chapter 1: The Three Rules of Epidemics

• Only takes a small change small change to shatter an epidemics equilibrium

• More than one way More than one way to tip an epidemic

• When an epidemic’s equilibrium tips its because something has happenedbecause something has happened, some change has occurred

Social Epidemics

• Law of the FewLaw of the Few: driven by efforts of a handful of exceptional people

• Stickiness FactorStickiness Factor: specific ways of making a contagious message memorable

• Power of ContextPower of Context: human beings are more sensitive to our environment then we may seem

Chapter 2: The Law of the Few

• People critical to social epidemics

• Connectors, Mavens and Salesmen

• Word of Mouth Epidemic

• Success of any kind is dependent on the involvement of people with a particular set of social gifts

ConnectorsConnectors•Know lots of people

•Introduce us to our social circles

•Special gift of bringing people together

Mavens Mavens • one who accumulates knowledge

• information specialists

• Not many people compare prices; rely on Mavens

• Have info on a lot of different products, prices, and places

SalesmenSalesmen• Those with the skills to persuade us when

we are unconvinced of what we are hearing

• Salesmen cannot be resisted

Connectors Mavens Salesmen• Data banks• Provide the

message

• “Social glue”• Spread the

message

• Skills to persuade us when we are unconvinced of what we are hearing

• Are as critical to the “tipping” of word-of-mouth epidemics as the other two

Connectors Mavens Salesmen• Data banks• Provide the

message

• “Social glue”• Spread the

message

• Skills to persuade us when we are unconvinced of what we are hearing

• Are as critical to the “tipping” of word-of-mouth epidemics as the other two

Connectors Mavens Salesmen• Data banks• Provide the

message

• “Social glue”• Spread the

message

• Skills to persuade us when we are unconvinced of what we are hearing

• Are as critical to the “tipping” of word-of-mouth epidemics as the other two

Chapter 3: The Stickiness Factor & Sesame Street

• Target was 3-5 year olds• “Virus” she wanted to spread was literacy• Hope was that the show could become educational Tipping Point

Chapter 3: The Stickiness Factor& Sesame Street

What made Sesame Street so successful?

• They scientifically observed children on their watching habits.• They noted what segments the children would be distracted and

when would be attentive.

The Quality of Stickiness

• If you can hold the attention of children, you can educate them

• Kids watch when they understand and look away when they are confused

Chapter 3: The Stickiness FactorBlue’s Clues

What Made Blue's Clues Better?

• Shorter show length• Smaller cast• Punctuated Pauses• Repetitive showings

McDonalds, Pizza Hut, KFC, Wendy’s and

Popeyes use red in their logos to stimulate

hunger.

• Red increases heart rate, blood pressure, and stimulates impulse eating.

• Goal is volume.

• They want to get diners in and out quickly.

Stickiness

• the set of facts or circumstances that surround a situation or event

Chapter 4: The Power of Context (Part One)

Trends - “tip” into mass popularity due to the Power of Context

The Broken Window Theory :

Chapter 4: The Power of Context (Part One)

Crime rates and offenses in NYC

Chapter 4: The Power of Context (Part Two)

• Groups have a critical role in social epidemics.

• They create peer pressure and social norms that influence the beginnings of epidemics.

Chapter 4: The Power of Context (Part Two)

• The spread of any new and contagious ideology has a lot to do with the skillful use of group power.

• Small, close-knit groups have the power to magnify the epidemic potential message or idea.

Social Epidemic Examples

Divine Secrets of the Ya-Ya Sisterhood by Rebecca Wells

Tipping Point

•Inspired emotion, reflection, Inspired emotion, reflection, and discussion for groups of and discussion for groups of women in “book-groups”women in “book-groups”

Human Limitations

6-7 numbers only6-7 numbers only

Other stories

Epidemic of Suicides in Micronesia

627,358 drug pushers and addicts surrender

Other stories

• bupropion - Zyban

Smoking is associated with depression.

#kilig factor

• Most watched youtube clip• Countless parodies• Horse Dance/unusual singer• K pop culture

Gangnam Style• September 20th, 2012:  

Guinness World Records holder for the most likes on YouTube.

• $4 million from YouTube for Psy in 2012

ESSENTIALS OF TIPPING POINTS

•Law of the Few

•The Stickiness Factor

•The Power of Context

SEPT. 20, 2016Tuesday

430-545 pmUNTV Channel