Just finished reading this book (The Tipping Point by Malcolm Gladwell), was an intriguing read. Thanks Nadim Bardawil for recommending it!
The book talks about human psychology and how certain trends start. Some interesting examples included: How the struggling Hush Puppy shoe brand faced dwindling revenues, before a reemergence in the mid 90’s thanks to some ‘cool kids’ in parts of Manhattan who started wearing them. Another surprising example is how simple changes to the New York City subway reduced crime rates, another one mentioned an area that saw no suicides for over a decade and how more than 20 suicides occurred within the space of a few years.
The book also talks about Connectors, Mavens and Salesmen, who are essential in making epidemics ‘tip’ or not.
As a marketer, this was a very good read as it reaffirms my opinion that sometimes, subtle and gradual changes can make a big difference and that big campaigns may not necessarily deliver the desired objectives. For example, if let’s say you reduce the response time for complaints from 8 hours to just 2 hours, then this can greatly reduce complaints and customer dissatisfaction. It seems like a small improvement, but it can dramatically increase customer satisfaction.