Grabbing hold of change

Grabbing hold of change

Introduction

Snickers

The need for change

Tipping Point

• Hush puppies• Small things, big change• Virus and contagion

Hush puppies

• NYC 1994, 1995

Virus and contagion

• Yawning• Piece of paper folded 50 times

– Distance to the sun (and back)

• Epidemics– The people who transmit

• Tipping point - jolt out of equilibrium

– The infectious agent itself– The environment

Managing change

The law of the few

• Connectors– Six degrees of separation

• 1960s• Chain letter• Stanley Milgram• Omaha, Nebraska 160 people• Name and address of stockbroker• Send on to one person who might actually know the stockbroker• Five or six steps• Critical learning - the last contacts were often the same

• Mavens– someone who accumulates information and wants to share it with you– Everyday low price'– Interested and curious about everything - in detail– Not obnoxious - an information broker

• Salesmen– Persuasive personality– The facts - and many answewrs– Charm, energy and enthusiasm

Six degrees of separation

• 1960s• Chain letter• Stanley Milgram• Omaha, Nebraska 160 people• Name and address of stockbroker• Send on to one person who might actually

know the stockbroker• Five or six steps• Critical learning - the last contacts were often

the same

The stickiness factor

• Fitting things into your life - practical, personal and memorable

• Sesame street / Blue Peter - hold the attention and then educate

• Package information in the right way and it will be irresistable

The power of context

• Context has to be right– Paul Revere

• We are sensitive to changes in context - exquistely sensitive

• The power of 150 - Hutterites in America, Gore of Gore Tex– Knowing people well enough that what they think

of you matters

• In order to create one contagious movemnent, you have to create many small movements first

The new challenge