Marketing’s Tipping Point – How changes in business influence marketing

Ideas can be contagious. What does this mean exactly? Let’s look at a negative example. A group of high school students begins to consider suicide. It is likely that one friend shared the idea with the group, and another friend took it on. In the end, many friends might choose suicide as a way to end their lives. From the time that the idea of suicidal suicide was first introduced to the deaths of many friends, it was accepted by the entire group.

Malcolm Gladwell, an author, created the idea of the tipping point. He says that change is part of life and that although most people see it as a gradual process that happens over time, it is rarely that way. Change is rapid and often sudden, much like an epidemic. Gladwell uses the example of an elementary school classroom being infected with the measlesvirus to explain the concept of the tipping points. 

The measles virus will be brought into the classroom by one child, and the rest of the school will be exposed. In a matter of minutes, all children will have been exposed to the virus. No one will ever contract the measles from it again. One child infected can affect a whole classroom. Even a small change can make a big difference. For more details check Burnaby Vinyl Graphics

Gladwell believes ideas and products can spread like epidemics through society. Small changes can be made in the social environment that spread quickly like a disease. Gladwell hopes to help people understand the concept and use it to create positive social change. He hopes that people will become motivated to create positive social change.

Individuals can create positive changes and be positive agents of change. Marketing companies can use their campaigns to generate a desire for a product and create tipping points. Sometimes, the combination between marketing companies and individuals can lead to social epidemics. Look back to Lance Armstrong’s Livestrong bracelets a few decades ago. He combined his cycling talents with celebrity status to create a social phenomenon. Everybody needed a Livestrong bracelet. These types of bracelets were for a time used as marketing tools by organizations. Now, however, they are not as popular.

It is helpful to understand the tipping points theory, especially when it comes to understanding how ideas spread. Marketing ideas and products can lead to tipping points. Tipping points often are not created by making large changes but by making a small change, such as a child infusing a measles virus within a classroom. One small change can have a profound impact.