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Book Description

This celebrated New York Times bestsellernow poised to reach an even wider audience in paperbackis a book that is changing the way North Americans think about selling products and disseminating ideas. Gladwells new afterword to this edition describes how readers can constructively apply the tipping point principle in their own lives and work. Widely hailed as an important work that offers not only a road map to business success but also a profoundly encouraging approach to solving social problems.

Amazon.com

"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.

For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.

Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　--Ron Hogan

From Publishers Weekly

The premise of this facile piece of pop sociology has built-in appeal: little changes can have big effects; when small numbers of people start behaving differently, that behavior can ripple outward until a critical mass or "tipping point" is reached, changing the world. Gladwell's thesis that ideas, products, messages and behaviors "spread just like viruses do" remains a metaphor as he follows the growth of "word-of-mouth epidemics" triggered with the help of three pivotal types. These are Connectors, sociable personalities who bring people together; Mavens, who like to pass along knowledge; and Salesmen, adept at persuading the unenlightened. (Paul Revere, for example, was a Maven and a Connector). Gladwell's applications of his "tipping point" concept to current phenomena--such as the drop in violent crime in New York, the rebirth of Hush Puppies suede shoes as a suburban mall favorite, teenage suicide patterns and the efficiency of small work units--may arouse controversy. For example, many parents may be alarmed at his advice on drugs: since teenagers' experimentation with drugs, including cocaine, seldom leads to hardcore use, he contends, "We have to stop fighting this kind of experimentation. We have to accept it and even embrace it." While it offers a smorgasbord of intriguing snippets summarizing research on topics such as conversational patterns, infants' crib talk, judging other people's character, cheating habits in schoolchildren, memory sharing among families or couples, and the dehumanizing effects of prisons, this volume betrays its roots as a series of articles for the New Yorker, where Gladwell is a staff writer: his trendy material feels bloated and insubstantial in book form. Agent, Tina Bennett of Janklow & Nesbit. Major ad/promo. (Mar.)

From Library Journal

This genial book by New Yorker contributor Gladwell considers the elements needed to make a particular idea take hold. The "tipping point" (not a new phrase) occurs when something that began small (e.g., a few funky kids in New York's East Village wearing Hush Puppies) turns into something very large indeed (millions of Hush Puppies are sold). It depends on three rules: the Law of the Few, the Stickiness Factor, and the Power of Context. Episodes subjected to this paradigm here include Paul Revere's ride, the creation of the children's TV program Sesame Street, and the influence of subway shooter Bernie Goetz. The book has something of a pieced-together feel (reflecting, perhaps, the author's experience writing shorter pieces) and is definitely not the stuff of deep sociological thought. It is, however, an entertaining read that promises to be well publicized. Recommended for public libraries.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　-Ellen Gilbert, Rutgers Univ. Lib., New Brunswick, NJ

From Booklist

Gladwell, a New Yorker staff writer, offers an incisive and piquant theory of social dynamics that is bound to provoke a paradigm shift in our understanding of mass behavioral change. Defining such dramatic turnarounds as the abrupt drop in crime on New York's subways, or the unexpected popularity of a novel, as epidemics, Gladwell searches for catalysts that precipitate the "tipping point," or critical mass, that generates those events. What he finds, after analyzing a number of fascinating psychological studies, is that tipping points are attributable to minor alterations in the environment, such as the eradication of graffiti, and the actions of a surprisingly small number of people, who fit the profiles of personality types that he terms connectors, mavens, and salesmen. As he applies his strikingly counterintuitive hypotheses to everything from the "stickiness," or popularity, of certain children's television shows to the spread of sexually transmitted diseases, Gladwell reveals that our cherished belief in the autonomy of the self is based in great part on wishful thinking.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　Donna Seaman

From AudioFile

Why is it that fashion trends change the way we dress? Why do various TV shows, movies, and books become so popular? Malcolm Gladwell provides a diagram of our society, along with an analysis of the strategies people apply to influence and mold its direction. Gladwell describes the personality types that create trends and those that influence others by "spreading the word." History takes on a whole new perspective as he describes events of early America that specifically follow his theories of "selling the public on an idea" and "social epidemics." Feedback from market mavericks further substantiates Gladwell's viewpoints. B.J.P.

Book Dimension

length: (cm)17.2 　　　 　　　　　 　　　　　 width:(cm)10.8

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引爆点

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Malcolm Gladwell is a United Kingdom-born, Canadian-raised journalist now based in New York City. He is a former business and science writer at the Washington Post. He has been a staff writer for The New Yorker since 1996. He is best known as the author of the books The Tipping Point: How Little Things Can Make a Big Difference (2000), Blink: The Power of Thinking Without Thinking (2005), Outliers: The Story of Success (2008) and David and Goliath: Underdogs, Misfits and the Art of Battling Giants (2013)..

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书籍介绍

Book Description

This celebrated New York Times bestsellernow poised to reach an even wider audience in paperbackis a book that is changing the way North Americans think about selling products and disseminating ideas. Gladwells new afterword to this edition describes how readers can constructively apply the tipping point principle in their own lives and work. Widely hailed as an important work that offers not only a road map to business success but also a profoundly encouraging approach to solving social problems.

Amazon.com

"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.

For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.

Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　--Ron Hogan

From Publishers Weekly

The premise of this facile piece of pop sociology has built-in appeal: little changes can have big effects; when small numbers of people start behaving differently, that behavior can ripple outward until a critical mass or "tipping point" is reached, changing the world. Gladwell's thesis that ideas, products, messages and behaviors "spread just like viruses do" remains a metaphor as he follows the growth of "word-of-mouth epidemics" triggered with the help of three pivotal types. These are Connectors, sociable personalities who bring people together; Mavens, who like to pass along knowledge; and Salesmen, adept at persuading the unenlightened. (Paul Revere, for example, was a Maven and a Connector). Gladwell's applications of his "tipping point" concept to current phenomena--such as the drop in violent crime in New York, the rebirth of Hush Puppies suede shoes as a suburban mall favorite, teenage suicide patterns and the efficiency of small work units--may arouse controversy. For example, many parents may be alarmed at his advice on drugs: since teenagers' experimentation with drugs, including cocaine, seldom leads to hardcore use, he contends, "We have to stop fighting this kind of experimentation. We have to accept it and even embrace it." While it offers a smorgasbord of intriguing snippets summarizing research on topics such as conversational patterns, infants' crib talk, judging other people's character, cheating habits in schoolchildren, memory sharing among families or couples, and the dehumanizing effects of prisons, this volume betrays its roots as a series of articles for the New Yorker, where Gladwell is a staff writer: his trendy material feels bloated and insubstantial in book form. Agent, Tina Bennett of Janklow & Nesbit. Major ad/promo. (Mar.)

From Library Journal

This genial book by New Yorker contributor Gladwell considers the elements needed to make a particular idea take hold. The "tipping point" (not a new phrase) occurs when something that began small (e.g., a few funky kids in New York's East Village wearing Hush Puppies) turns into something very large indeed (millions of Hush Puppies are sold). It depends on three rules: the Law of the Few, the Stickiness Factor, and the Power of Context. Episodes subjected to this paradigm here include Paul Revere's ride, the creation of the children's TV program Sesame Street, and the influence of subway shooter Bernie Goetz. The book has something of a pieced-together feel (reflecting, perhaps, the author's experience writing shorter pieces) and is definitely not the stuff of deep sociological thought. It is, however, an entertaining read that promises to be well publicized. Recommended for public libraries.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　-Ellen Gilbert, Rutgers Univ. Lib., New Brunswick, NJ

From Booklist

Gladwell, a New Yorker staff writer, offers an incisive and piquant theory of social dynamics that is bound to provoke a paradigm shift in our understanding of mass behavioral change. Defining such dramatic turnarounds as the abrupt drop in crime on New York's subways, or the unexpected popularity of a novel, as epidemics, Gladwell searches for catalysts that precipitate the "tipping point," or critical mass, that generates those events. What he finds, after analyzing a number of fascinating psychological studies, is that tipping points are attributable to minor alterations in the environment, such as the eradication of graffiti, and the actions of a surprisingly small number of people, who fit the profiles of personality types that he terms connectors, mavens, and salesmen. As he applies his strikingly counterintuitive hypotheses to everything from the "stickiness," or popularity, of certain children's television shows to the spread of sexually transmitted diseases, Gladwell reveals that our cherished belief in the autonomy of the self is based in great part on wishful thinking.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　Donna Seaman

From AudioFile

Why is it that fashion trends change the way we dress? Why do various TV shows, movies, and books become so popular? Malcolm Gladwell provides a diagram of our society, along with an analysis of the strategies people apply to influence and mold its direction. Gladwell describes the personality types that create trends and those that influence others by "spreading the word." History takes on a whole new perspective as he describes events of early America that specifically follow his theories of "selling the public on an idea" and "social epidemics." Feedback from market mavericks further substantiates Gladwell's viewpoints. B.J.P.

Book Dimension

length: (cm)17.2 　　　 　　　　　 　　　　　 width:(cm)10.8

点击链接进入中文版：

引爆点

• 作者：DJ 发布时间：2012-01-26 15:53:23

  可以改变一点你对世界的看法。相-当-好！

• 作者：维林诺的金菇 发布时间：2016-02-19 00:23:02

  看来marketing的书真的很好赚…

• 作者：吃瓜漱石 发布时间：2015-09-05 16:18:01

  plausible - sounding but largely untested and impractical.

• 作者：More 发布时间：2014-07-31 18:03:41

  例子很有趣！

• 作者：mrm 发布时间：2010-04-23 13:31:00

  It actually has made me look the world in a totally different way. Sensitive examples...

• 作者：i 发布时间：2011-12-07 20:10:47

  恩，作者的“血浓于水”出发点真让人感动。

• 所读所想

  作者：小K童鞋 发布时间：2010-01-04 11:26:59

  1.流行三要素：传播行为、传播物本身、传播物发挥作用的环境。

  2.个别人物法则(Law of the Few)：三种关键角色联系员、内行、销售员。联系员维系着大规模的弱联系，是小世界中的社交经纪，他们不会回避对于社交关系的义务，在维持简单、随意、广泛的社交中获得快乐；内行会主动摄取信息，并想方设法散布出去，是信息的经纪；销售员是完成“最后一公里”的人，需要极强的说服能力。

  如果能够选择一个社会化网络，比如twitter，FB，定量判别和统计一下三种角色的用户，会是很有意思的实验。

  2.1一个小世界中，“微弱关系”通常比牢固关系发挥的作用更大，相识人数多少，基本代表了一个人的社交能力。《庄子.山木》：“且君子之交淡若水，小人之交甘若醴；君子淡以亲，小人甘以绝。” 也是这个意思吧，呵呵。

  2.2非文字暗示往往比文字/语言暗示更重要；说服工作往往是通过大家不喜欢的方式发挥作用的；情绪其实是由外向内的，学习和训练基本的生理能力，能够建立起超感染力。

  3.附着力因素法则(Stickiness Factor)：就是信息本身的影响力。

  3.1任何人至少要看过6遍广告，才能记住其内容(脑白金ORZ...)

  3.2有影响力的信息和行动之间是存在一个gap的，触发这个trigger才是好创意。以此来看，豆瓣购书单的功能很好。

  3.3针对施加影响的目标人群，信息的附着力必须集中，尽量降低干扰。(喜羊羊的成功)

  3.4排斥和接受间，能流行和不能流行间的距离很小很微妙，对附着力的界定，很大程度上是违反直觉的。高手在于将信息简单包装，而让人难以抗拒。

  4.环境威力法则(Power of Context)：外部环境决定了内心状态。

  4.1作为灵长类，人对人际暗示要比环境暗示敏感。

  5.社交中的动物性

  5.1通道容量(Channel Capacity)，大脑在接受某些信息时具有的记忆空间，通常是7位左右的数字(1 byte...)

  5.2脑的进化，也就是皮层面积的增长，是由于要应付更大的交往圈子。(不严谨的结论)

  5.3类比于通道容量，人类也存在社交容量，作者给出的值是150。以此可以控制团队的合理规模。

  5.4互相熟悉的人会产生互动记忆系统，建立在对哪个人更适合记忆哪些事情的了解之上。这是一种组织层面的信任和亲密。

  6.转变力量

  6.1社会扩散模型：五种角色(革新者、先期采纳者、早期大多数、晚期大多数、落后者)

  很通用。越通用的模型，越没什么用。

  6.2谣言传播过程中，会不断压缩或填充内容，形成更完美的闭合结构。类比于预言的自我实现，这条可以叫做谣言的自我成长。

• 引爆流行还是长尾理论

  作者：共同提高 发布时间：2007-01-19 15:01:08

  去年最流行的一个理论叫长尾理论，但是很多人研究了以后感觉很失望，本以为是一个能改变人生际遇的锦囊妙计，结果全是扯淡的。其实长尾理论不是放之四海皆准的玩意儿，它的针对性很明显，只对某些平台型的渠道有用，说白了，它就是牺牲大多数人的利益来成就一小部分渠道所有者，比如做网站的。这也不是什么新鲜东西，要饭的遵循的就是长尾理论，很多人都觉得每次收入块八毛不值一提，但是架不住人家长尾够长，所以乞丐成为最先富起来的一群人。

  后来，有朋友说你应该看看《引爆流行》，对于内容制作者、想出名的草根、想提高博客点击率的、想把《七零一代的鸡零狗碎》搞成百万畅销书的，引爆流行才是王道。是啊，假如你千辛万苦做了一张唱片，结果只变成了长尾里的一小根毛，你愿意吗？只是在大多数人看来，流行是可遇不可求的，它就像艳遇或者祖坟冒青烟之类的东西，你知道老鼠爱大米、芙蓉姐姐、超女是怎么红起来的吗？虽然事后我们会分析出一百条理由，但是在此事发生之前，我们没有人知道。

  《引爆流行》就是揭露流行引爆点内在规律的一本书，它分析了很多案例，然后总结出了三条规则，个别人物法则、附着力法则、环境威力法则，换成白话文就是，某些意见领袖和社交天才的参与，内容本身比较过硬，正好符合了当时的社会环境，然后就红了。看到这里，你肯定很失望，靠，就这点料，老子十年前就知道了。不过且慢，我看这本书的时候，给我印象最深的并不是这三个原则，而是他在研究过程中使用的方法。

  普通人，尤其是文科生，在面对一个问题的时候，往往喜欢想当然，但事实上，我们下的论断很多是错觉、成见，看《引爆流行》给我最大的震撼是其中一段讲电视节目《芝麻街》的制作，你会觉得那不是在做电视，而是在做科学实验，他们使用了各种方法从各个角度来测试儿童观看电视的行为，并用这些来指导电视内容的制作，再想想我们的电视栏目策划是怎么搞的，找几个权威吃个饭侃一侃就出来了，这些老大可能压根就不看电视。但是最终打败《芝麻街》的是另一档节目《蓝狗线索》，在我们的权威看来，这档节目远远不如《芝麻街》精彩、丰富、有趣，完全不是一个重量级的，而它成功的秘诀也在于搞实验，通过儿童的行为研究最终发现，孩子们的最大诉求并不是精彩、丰富和有趣，而是简单、容易理解、互动。

  我在唱片业里做了八年，最深切的体会就是这个行业很感性，完全没有数据支持，没有销售数据、没有用户行为数据，更谈不上任何市场分析，从业人员脑子都是飞着的，一拍脑门就干了。之前，我在一个唱片公司里做过半年的战略研究，想法很简单，就是收集整理零零散散的数据，然后进行研究分析，做出战略意见。然而我发现，最大的阻力来自生产部门，他们打心眼里不愿接受分析结果，一方面可能因为感觉自己的专业权威被挑战了，另一方面他们脑子里没有统计学概念，喜欢用特例来否定惯例，比如，你告诉他能流行的彩铃音乐83.4%都是很土的歌，他就说那周杰伦的彩铃也卖得很好啊，可问题是，周杰伦跟你一毛钱关系都没有。

  中国人打心眼里是相信奇迹的，比如诸葛亮给你一个锦囊妙计，你只需要照着做，立刻反败为胜、书大卖、财源滚滚，《引爆流行》显然不是这么一本书，我从中受到的启发是：同志们，一定要相信科学。

  http://www.sohoxiaobao.com/chinese/bbs/blog.asp?id=7269