Gladwell gives the example of the beginning of the American Revolution. The territory of the United States was once a British colony, and gradually those who lived there long enough decided to declare their independence. The British planned to quickly defeat the militia, but thanks to one smart guy who learned about the impending British offensive, the militia managed to crush the enemy to smithereens. This story is now told to American schoolchildren. Paul Revere is the man who spread the word about the offensive and warned everyone. Paul Revere is the Connoisseur and the Unifier rolled into one.
Stickiness factor
Not every idea will be a success. Content is critical. It must be understandable to the majority. What will hook innovators like Znatoki and Obedinetels may not be to the taste of the absolute majority. That is why sometimes chinese overseas australia database you need to modify this content so that it will appeal to the crowd. Simplify, cut off the unnecessary. Add some “spice” – so that it is easy to remember . And then stickiness is guaranteed.
A striking example of the stickiness factor
The advertising campaign for Winston cigarettes. Their slogan was: “Winston is good – smoke it if you want.” In 1954, it was a gold mine. People liked such colloquialism. In just a few months, Winston became the second-largest selling cigarette brand in the country. Gladwell writes that even if you tell an American now, “Winston is good,” he will continue: “smoke it if you want.”
This is a classic, sticky advertising message, and stickiness is the most important aspect of starting an epidemic. If you don’t remember what I tell you, why on earth will you change your behavior, or buy my product, or go see my movie?
The show “Sesame Street” also proved to be crawler data catchy. The creators made an educational show for children aimed at combating illiteracy, but wrapped it in such a shell that children liked to watch it and learn together with its characters.
The law of force of circumstances
For an epidemic to spread, circumstances must be conducive. You can involve the Connoisseurs, Connectors, and Salesmen in spreading your highly-sticky idea, but if the circumstances are not right, the flywheel will not start. For example, Winston advertising would not have been so successful in today’s reality, when almost all communication channels are prohibited by law.
But sometimes, even if the odds are clearly guide to conversion rate optimization in japan not in your favor, you can work on it. A good example is the history of the fight against crime in New York in the 80s. Did you know that at that time, crime there was at such a critical level that people were afraid to walk the streets after sunset? Danger lurked at every step. In fact, it was an epidemic of crime. But after reaching a critical point in 1990, the crime rate began to fall rapidly. What happened?
To answer this question, we need to mention the “broken windows” theory , which was put forward by criminologists James Q.
