I may be behind the times only finishing it now - it being first published in 2004. However, fret not, for it is still a prudent and powerful explanation of successful businesses, products and social networks in the world of Web 2.0 - beautiful in its simplicity.
For those who haven't read The Tipping Point, the idea is a comparison of the successes in business to the spread of a disease epidemic. Think of a common flu virus that hangs around going from person to person, remaining in equilibrium in its contagiousness. But then something happens - it reaches a tipping point where the equilibrium cannot be maintained - the flu spreads like wildfire - it tips. For example: have you ever considered "yawning"? How long after reading the word "yawning" and thinking about yawning - did you yawn? You may smile later. Malcolm Gladwell can explain why this is.
Applied to business, The Tipping Point helps explain exponential growth of ideas, products, trends and concepts, and will shape the way we look at social trends for years to come. For a great overview, see the Tipping Point Wiki, or else see the Tipping Point on Gladwell.com.
In addition, For a taste of Malcolm Gladwell live and in person, I urge you to watch this video of Malcolm at the TED Conference. It is long (18 min.), but it is well worth it (as are all TED videos). (You are able to expand the video to full screen in the lower right corner button.) In it he details the problem of a tomato sauce company, where the problem was not the sauce (as previously believed), but actually how many sauces the public desired.
I think Turkish producers and retailers could learn a few things from this lesson. You could say that Efes has been following this model lately, but in my opinion, all of those beers are just the same beer. Ulker and competitors Cadbury Schweppes and Kraft (Milka) in the chocolate space could be said to maximizing this concept as well. Any others?
Publisher: Jon H. Black TurkVCAnalyst: With 10 years experience working and studying in Turkey, an MS in Financial Economics, Jon H. Black is a published writer of multi-sector industries in oil & gas and banking & finance. In addition, he has offered due diligence services, dealflow sourcing and aiding private equity professionals entry into the Turkish market through entrepreneur and industry introductions.
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