Even though Malcolm Gladwell hasn’t written a single book on negotiations, you should make sure The Tipping Point is in your library if your job involves frequent contacts with other people. The author teaches how to turn an idea into a social phenomenon. For this, the following three conditions must be met:
The idea should be viral (or stick). It should be innovative and trigger positive emotions. It should promise a bright future for people. The idea should qualify for “the law of the few”. In other words, in order to spread a social idea, you need people who serve as “connectors” — those who have many acquaintances, who are followed on Facebook by thousands and whose opinion really matters. We now refer to them as opinion leaders. The power of context and conditions under which the idea is being spread is also to be taken into account, as even the “stickiest” idea spread by the most well-connected people won’t turn into a “social epidemic” without the right political, social and economic context.
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