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THE TIPPING POINT IS THAT MAGIC MOMENT WHEN AN IDEA, TREND, OR SOCIAL BEHAVIOR CROSSES A THRESHOLD, TIPS, AND SPREADS LIKE WILDFIRE. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed best-seller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people through- out the world think about selling products and disseminating ideas.

Introduction

ONE The Three Rules of Epidemics

TWO The Law of the Few: Connectors, Mavens, and Salesmen

THREE The Stickiness Factor: Sesame Street, Blue's Clues, and the Educational Virus

FOUR The Power of Context [Part One): Bernie Goetz and the Rise and Fall of New York City Crime

FIVE The Power of Context (Part Two): The Magic Number One Hundred and Fifty

SIX Case Study: Rumors, Sneakers, and the Power of Translation SEVEN Case Study: Suicide,Smoking, and the Search for the Unsticky Cigarette

EIGHT Conclusion: Focus, Test, and Believe

Afterword: Tipping Point Lessons from the Real World Endnotes

Acknowledgments

Index

Malcolm Gladwell is a former business and science writer at the Washington Post. He is currently a staff writer for The New Yorker.

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CHA1 流行三法则：当流行被引爆，是因为一些事情的发生让其中1个2个甚至三个条件发生了改变：

个别人物法则（Law of the Few）、附着力法则（Stickiness Factor）和环境威力法则（Power of Context）

1、个别人物法则（Law of the Few）：联系员、内行、推销员

E.G. 在暇步士案例中，最让人困惑不解的就是，那些鞋是如何从几个引领时尚的曼哈顿嬉皮士穿在脚上发展到全国各家购物商场皆有销售。东村与整个美国中产阶级之间有什么关系？

在这些特别人物中有人意识到了时尚趋向，通过自己的社交、自己的活力、热情和个人魅力把“暇步士”传染给大家。

* 六步分离法则：以往对此的案例的理解是，世界上每一个人与其他人之间仅仅六步之遥。实际上，这个案例的实际意义是，某些个人别与其他所有的人相隔仅几步之遥，我们就是通过那几个个别人物与世界联系起来的。

* “我遇见了最棒的人”：如果你回顾洛伊丝的这段历史，并计算一下，就会发现她涉足过8个领域，即演艺、写作、医务、法律、公园保护、政治、铁路保护及跳蚤市场。当我请她本人列出一份清单时，她写了10个领域，因为她增加了自己目前涉足的建筑和礼仪。但是，她很可能是有意表示谦虚，因为如果你再仔细研究一下她的生平，就可能把她的经历划分成15个或者20个领域，但是这些领域并不是互不相干的。联系员的特点就是：涉足许多不同领域，结果就把所有这些领域联系到一起了。（一慕：gosh，这样的跨界人群太赞了！在50年代的芝加哥，还需要靠纯粹的这些特定的“个体”才能组建salon来跨界交流，如今我们有了social network，还能做什么？这不就是facebook，weibo，zhihu，douban，bbs的引爆点运用？）

* 微弱关系的威力：56%的人求职是通过关系介绍，而其中83%以上的人使用的这种人...

任何观念要对人产生震撼作用，关键之处都在于其内在质量。在所举的这些实例中，没有一个在叙述的内容上做出较大的改观。相反，他们使信息得到广泛接受的方法只不过是在意思表达上做出了一点边缘修改，如把木偶放在HUG后面、把大鸟和成年人放在一起、不止一次地重复故事情节和幽默故事、让史蒂夫发问后多停留一秒种、把一个小小的金盒子放在广告的左下角。这一切都说明，排斥和接受之间、能够风行起来和不能风行起来之间的分野有时候比表面上看到的更窄。《芝麻街》的首创人员在费城惨遭失败后，并没有把整个节目推翻。他们只是把大鸟增补了进去，大鸟的参与改变了一切。霍华德·莱文瑟为了让大学生接受注射，并没有付出成倍的努力，只是增加了一张地图和日常注射时间。个别人物法则认为，社会中存在的个别能发起流行浪潮的特殊人物，我们的任务就是要找到这些特殊人物。附着力法则给我们的教训是相同的，也就是说，在适当的情况下，总是存在一种简单的信息包装方法，使信息变得令人难以抗拒。我们的任务就是要找到这种包装方法。

仅仅通过控制一个小组的规模，就有可能在很大程度上改善人们对新观念的接受能力；通过信息传播方式的微小调整；就有可能大幅度地降低其传播难度；仅仅找到和接触那些有着极强社交能力的人，就有可能掀起一股社会流行潮。引爆点最终再次证实了我们存在改变一切的能力和采取明智行动的力量。看看周围的世界吧，它看上去似乎雷打不动、无法改变；但只要你找准位置，轻轻一触，它就可能倾斜。

加入网络的个体越多，网络价值越高。

一个网络的价值与其节点数量成平方比。

当角色模型所占比率下降2.2个百分点，即从5.6%下降到3.4%，黑人学龄儿童的辍学率就会增加一倍多。在这个引爆点上，未成年少女的早孕率就会成倍增加——在未达到引爆点时，早孕率几乎保持不变。

书籍介绍

"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.

For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.

Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan, Amazon.com