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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