The Tipping Point/Gladwell 203-254

232 …they weren’t cool because they smoked. They smoked because they were cool.

234 a genius for creating messages that are memorable and that change people’s behavior. Contagiousness is in a larger part a function of the messenger. Stickiness is primarily a property of the message.

253 a new context…relaxed, receptive to new ideas, and had the time and opportunity to hear something new.

254…needed a new messenger, someone who was a little bit Connector, little bit Salesman, and little bit Maven….needed a new stickier way of presenting information.

It’s a long-term relationship. It’s a trusting relationship.

All Marketers Are Liars 69-74

71 In Malcolm Gladwell’s brilliant book, Blink, he proves conclusively that humans make decisions on almost no data—and then stick with those decisions regardless of information that might prove them wrong.

72 In order to survive the onslaught of choices, consumers make snap judgments.

73 The problem with that analysis is this 99 percent of the time, the first impression is really no impression.

The reason authenticity matters is that we don’t know which inputs the consumer will use to invent the story he tells himself.

74
1) Snap judgments are incredibly powerful.
2) Humans do everything they can to support those initial judgments.
3) They happen whether you want your prospects to make a quick judgment or not.
4) One of the ways people support snap judgments is by telling other people.
5) You never know which input is going to generate the first impression that matters.
6) Authentic organizations and people are far more likely to discover that the story they wish to tell is heard and believed and repeated.

It’s every point of contact that matters.

On the other hand, if you can cover all the possible impressions and allow the consumer to make then into a coherent story, you win.

The Anatomy of Buzz/Rosen 226-239

227 Mystery gets people talking, and this applies to sellers as well as customers.

228 before you can create buzz through distribution channels, you need to get over the initial resistance and indifference.

Putting It Together

233 Then, when the product was ready, they sent these athletes a little box containing five bars and a follow-up survey. (POWERBARS) The hundreds of people who responded and ordered started telling their teammates and friends about the new product.

234 Distribution channels were key to spreading the word early.

Teaming up with another well-connected individual too the company to the next level.

As competitors emerged and the product category started to become mainstream, distribution has become even more important as it is for any consumer product.

238 “Send this page to a friend” Encouraging members to link to each other in another way to create buzz.

239 You need to do real-money marketing

Never Eat Alone/Ferrazzi 97-101

99 When it comes to meeting people, it’s not only whom you get to know but also how and where you get to know them.

“…first class section on an airplane

100 Shared interest are the basis building blocks of any relationship.

Friendship is created out of the quality of time spent between two people, no the quantity.

Blogs are online journals, usually dedicated to an individual’s interests, containing commentary and links to relevant news and information.

101 (Blogs) No other innovation in the last 20 years have influenced electoral politics quite like these impassioned online communities.

When we are truly passionate about something, it’s contagious, Our passion draws other people to who we are and what we care about.

102 When our relationships are stronger, our businesses and careers are more successful.
Make a like of the things you’re most passionate about. Use your passion as a guide to when activities and events you should be seeking out

The Tipping Point/Gladwell 182-203

187 …benefit of unity, of having everyone in a complex enterprise share a common relationship.

188 a transactive memory system—Relationship development in often understood as a process of mutual self-disclosure.

189 Since mental energy is limited, we concentrate on what we do best.

190 psychological preconditions for transactive memory; it’s knowing someone well enough to know, and knowing them well enough so that you can trust them to know things well enough so that you can trust them to know things in their specialty.

192 that in order to create one contagious movement, you often have to create many small movements first.

203 What Mavens and Connectors and Salesman do to an idea in order to make it contagious is to alter it in such a way that extraneous details are dropped and others are exaggerated so that the message itself comes to acquire a deeper meaning. …employ Connectors, Mavens, and Salesmen in this very way; he or she has to find some person or some means to translate the message of the Innovators into something the rest of us can understand.

All Marketers Are Liars 61-69

62 Recent research on brain function has focused on four ways we’re able to deal with the significant amount of information we process each day:
Look for a difference
Look for causation (coincidence)
Use our Prediction Machine
Rely on Cognitive Dissonance.

66 In the face of random behavior, people make up their own lies.

68 People only notice stuff that’s new and different. And the moment they notice something new, they start making guesses about what to expect next.

69 People decide about a retailer or an industrial salesperson or a book cover or a television show in a matter of seconds.

The Anatomy of Buzz/Rosen 223-226

224 Scarcity stimulates interest, which in turn stimulates buzz.
Use Public Areas in Shopping Malls.

225 Think of places where customers go to shop.

226 Authenticity and spontaneity are crucial to create a word-of-mouth experience.

Talk to the People Who Talk to Customers.

226 I cannot emphasize this enough. You need to get right to the people who are in direct contact with customers to make sure the excitement doesn’t get stuck somewhere in the distribution pipes (buzz doesn’t store well in warehouses)

At the American Booksellers Association meeting, she would pose for photographs with hundreds of booksellers who stopped by her publisher’s booth. Each one of these pictures was then sent to the bookseller’s hometown newspaper, and it’s not hare to imagine that many of these newspaper clips were shown to friends or displayed at the store.

Use a Little Mystery

Never Eat Alone/Ferrazzi 95-97

96 When your network is set, your goals written down, you’ll find plenty of hours during the day to do what needs to be done.

I’m constantly looking to include others in whatever I’m doing.

97 The more new connections you establish, the more opportunities you’ll have to make even more new connections.

…a network is like a muscle—the more you work it, the bigger it gets.

If I’m meeting someone whom I don’t know that well, I might invite someone I do know just to make sure the meeting does not become a waste of time.

One litmus test I often use is to ask myself if I think I’ll have fun. If the answer is yes, that is usually a good sign that the dynamic will work.

The Tipping Point/Gladwell 173-182

174 small close-knit groups have the power to magnify the epidemic potential of a message or idea.

175 the Rule of 150

176 intellectual capacity—our ability to process raw information.

179 The figure of 150 seems to represent the maximum number of individuals with whom we can have a genuinely social relationship, the kind of relationship that goes with knowing who they are and how they relate to us.

181 Keeping things under 150 just seems to be the best and the most efficient way to manage a group of people.

182 The Rule of 150 suggests that the size of a group is another one of those subtle contextual factors that can make a big difference.
…we have to keep groups below the 150 Tipping Point.

All Marketers Are Liars 56-61

57 A lot of people want what everyone else is buying.

58 If it ain’t broke, don’t fix it. The reason so many effective solutions take forever to get implemented is that the fear of change is greater than the cost of sticking with what you’ve got.

I like working with you

60 Every consumer has a worldview that affects the product you want to sell. The worldview alters the way they interpret everything you say and do. Frame your story in terms of that worldview, and it will be heard.

61…the purpose of this book is to persuade you to be less rational. Stop trying to find the formula that will instantly make your idea into a winner. Instead of being scientists, the best marketers are artist. They realize that whatever is being sold (a religion, a candidate, a widget, a service) is being purchased because it creates an emotional want, not because it fills a simple need.

The Anatomy of Buzz/Rosen 214-223

224 Scarcity stimulates interest, which in turn stimulates buzz.

Use Public Areas in Shipping Malls.
225 Think of places where customers go to shop.

226 Authenticity and spontaneity are crucial to create a word-of-mouth experience.

Talk to the People Who Talk to Customers.
226 I cannot emphasize this enough. You need to get right to the people who are in direct contact with customers to make sure the excitement doesn’t get stuck somewhere in the distribution pipes ( buzz doesn’t store well in warehouses)


At the American Booksellers Association meeting, she would pose for photographs with hundreds of booksellers who stopped by her publisher’s booth. Each one of these pictures was then sent to the bookseller’s hometown newspaper, and it’s not hare to imagine that many of these newspaper clips were shown to friends or displayed at the store.

Use a Little Mystery

Never Eat Alone/Ferrazzi 91-95

92 With a first call you don’t want to come off as aggressive.

93 It’s sometimes effective to utilize several forms of communication when trying to reach an important new contact.

…recognize the importance of gatekeepers, and turn them into allies with respect, humor, and compassion.

94 Invisibility is a fate far worse than failure.

In building a network, remember: Above all, never, ever disappear.

As an up-and-comer, you must work hard to remain visible and active among your ever-budding network of friends and contacts.

95 He talks to at least fifty people each day.

…work hard to be successful at reaching out to others

The Tipping Point/Gladwell 160-173

163 Character, then, isn’t what we think it is or, rather, what we want it to be.

Character is more like a bundle of habits and tendencies and interests, loosely bound together and dependent, at certain times, on circumstance and context.

165 …convictions of your heart and the actual contents of your thoughts are less important, in the end, in guiding your actions than the immediate context of your behavior.

166 It can be done by changing the content of communication, by making a message so memorable that it sticks in someone’s mind and compels them to action---The Stickiness Factor.

167 Environmental Tipping Points are things that we can change..

173 …if you wanted to bring about a fundamental change in people’s belief and behavior, a change that would persist and serve…you needed to create a community around them, where those new beliefs could be practiced and expressed and nurtured.

All Marketers Are Liars 53-56

54 He: found a shared worldview;
Framed a story around that view;
Made it easy for the story to spread;
Created a new market, which he owns.

55 …a shared worldview doesn’t make a community!

…the best marketing goes on when you talk to a group that shares a worldview and also talks about it—a community.

56 Once you acknowledge that identifying a group that shares a worldview can dramatically change the outcome of your marketing, then you’ll already be on the lookout for it.

The desire to do what the people we admire are doing is the glue that keeps our society together. It’s the secret ingredient in every successful marketing venture.

The essential conclusion is that not all worldviews are created equal.

The Anatomy of Buzz/Rosen 214-223

Buzz in Distribution Channels

Can Brick and Mortar Channels Spread Buzz?

220 First, the channel’s ability to spread buzz differs from one industry to another.

Can On-line Channels Spread Buzz?

221 Look at what customers who are interested in the same topic you are have bought—Amazon.com

222 More and more on-line retailers are starting to realize that customers often want and need to interact with a live person in the way they did at the corner store.

What to Do with the Cannel?

Seed the Channel- A key strategy for creating buzz through the channel is to seed resellers who are trusted in their networks.

Use the Channel as a Springboard

Never Eat Alone/Ferrazzi 85-91

86 Remember, in most instances, the sole objective of the cold call is, ultimately, to get an appointment where you can discuss the proposition in more detail, not to close the sale.

In any informal negotiation, you go big at the outset, leaving room for compromise and the ability to ratchet down for an easier close.

In giving in to the concession, people feel as if they’re holding up their social obligation to others.

87 First, make the gatekeeper an ally rather than an adversary.

91…offer real business value.

It was 98 percent value-add for me, 2 percent sales pitch by him.

Always respect the gatekeeper’s power. Treat them with the dignity they deserve. If you do, doors will open for you to even the most powerful decision makers.
Thank them by phone, flowers, a note

The Anatomy of Buzz/Rosen 214-214

Six Rules About Ads and Buzz Rules 5 & 6

5. Start Measuring Buzz—How much attention do advertising agencies pay to word of mouth? Few. Will the ad help network hubs answer questions they may get from other people in the network? Will the ad stimulate members of the network to seek information from network hubs? A good way to begin making your organization aware of the power of the invisible networks is to measure word of mouth. When you conduct customer satisfaction surveys, ask your customer whether they have recommended the product recently. If so, to how many people? Once you have the data over a period of time, you’ll be able to tell which of your strategies created the most positive buzz.

6. Listen to the Buzz